Debate
PPWR: what changes for brands?
KEY TAKEAWAYS
- The PPWR has applied across the EU since 12 August 2026.
- Recyclability, reuse, packaging minimisation and harmonised labelling are central to the new framework.
- Brands will need to prepare now for major milestones in 2028 and 2030.
- Glass manufacturers are already working with brands on lightweighting, recycled content and design for recycling.
The EU Packaging and Packaging Waste Regulation is now entering its implementation phase.
For brands, that means new requirements around recyclability, packaging minimisation, reuse and consumer information. It also means rethinking packaging choices without losing sight of product protection, logistics or brand identity.
For the glass packaging value chain, the next step is clear: help brands turn these new rules into practical packaging solutions.
A new framework for packaging
The PPWR replaces the former Packaging and Packaging Waste Directive with a directly applicable European regulation.
Its ambition is to reduce packaging waste, improve recyclability, encourage reuse where relevant and make sorting easier for consumers.
For brands, this brings environmental requirements closer to everyday packaging decisions. Material choice, weight, volume, product protection and design will increasingly need to be considered together.
Source: European Commission, Packaging & Packaging Waste Regulation, 2026 – Explore the European Commission overview
Three changes brands need to know
From 2030, packaging placed on the EU market will have to meet recyclability requirements defined under the PPWR.
For brands, recyclability will therefore become an integral part of packaging development rather than an additional consideration at the end of the process.
Source: European Commission, New EU rules on packaging enter into application, 2026 – Read the European Commission update
Design still matters
Packaging is not only a regulatory object. It is also part of how consumers recognise and experience a product.
As brands adapt to minimisation requirements, distinctive shapes and design features will need to be considered alongside material efficiency.
“Distinctive packaging is inherent to a strong brand’s identity, an important memory cue to consumers for their most trusted brands, and a showcase for industry design expertise based on IP protection.”
Simona Camilli, AIM
The objective is not simply to use less material. It is to design packaging that meets regulatory requirements while continuing to perform its essential functions.
From regulation to reality
THE RULES ARE SET
The PPWR has applied since 12 August 2026, but implementation is still developing.
Secondary legislation, methodologies and technical guidance will continue to clarify how some requirements work in practice.
For brands, following these developments will be essential.
Source: European Commission, Guidance document for Regulation (EU) 2025/40 on packaging and packaging waste, 2026 – Read the Commission guidance
BRANDS HAVE A ROLE
Brands and retailers can contribute to the implementation process through their European and national sector organisations.
This dialogue matters because technical requirements need to support environmental objectives while remaining workable for packaging producers, fillers, retailers and brands.
What does this mean for glass packaging?
Glass already operates within established collection and recycling systems across Europe.
In 2024, 82.2% of glass packaging placed on the EU market was collected for recycling, the highest rate recorded to date.
Once properly collected and processed, used container glass can return to production as cullet and become raw material for new bottles and jars.
Source: Close the Glass Loop, Glass Packaging Collection for Recycling Rate, 2024 data published in 2026 – Explore the latest collection data
Glass is already adapting
Through Close the Glass Loop, stakeholders across the value chain are working to improve both the quantity and quality of glass collected for recycling.
Design recommendations can help ensure that bottles and jars work effectively within the closed-loop recycling system.
Source: Close the Glass Loop, Roadmap to Optimise Closed Loop Recycling of Glass Packaging – Explore the closed-loop roadmap
Collaboration will make the difference
The PPWR affects the entire packaging value chain. No single actor can prepare for it alone.
We call on brands to liaise with their sector organisation at EU and national level to ensure that upcoming PPWR implementation measures support both the environmental objectives of the Regulation and the practical needs of the glass packaging value chain.
Vanessa Chesnot, FEVE
Working together early can help turn regulatory requirements into solutions that work in practice.
What comes next?
The PPWR has moved from adoption to implementation.
Major milestones are approaching in 2028 and 2030, giving brands a clear reason to start reviewing their packaging portfolios now.
For the glass packaging industry, the priority is to support this transition with solutions that combine circularity, material efficiency, product protection and design.
The regulatory framework is changing. Good packaging still needs to do its job.
