Growing concerns about plastic pollution and climate change are encouraging governments to push for more recyclable packaging. The European Union takes the lead in strict enforcement through the Packaging and Packaging Waste Regulation (PPWR), which entered into force in February 2025.
The new regulation could influence packaging decisions for companies around the world, as all packaging sold in the EU is subject to the new requirements, no matter where it is manufactured. It is easier for many companies to standardize international packaging, so the PPWR can cause the materials and formats used for packaging to change even outside of Europe.
Under the PPWR’s “Design for Recycling” framework, packaging that are graded A, B, or C is considered recyclable and will not be eliminated from the market within the next four years, unlike those under the 70% recyclable threshold. Paperboard is a strong option for companies adapting their packaging designs as it adheres to the requirements of the PPWR with its high reusability and circular design. Depending on the product and design, paper-based packaging provides a way to maneuver around restrictions applied to single-use plastic packaging while increasing resource efficiency.
As adoption of the new regulation continues to grow, companies need to reevaluate their existing packaging designs and make changes to conform to the new sustainability requirements.
