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The Packaging and Packaging Waste Regulation, better known as the PPWR, is now in force and is putting pressure on the logistics sector to thoroughly review its packaging strategies. The regulation replaces the European Packaging Directive, which had been in force since 1994 and which, according to the European Commission, was no longer sufficient to curb the rising volume of packaging waste.
For logistics professionals who deal with transport, storage and distribution on a daily basis, the impact is felt at virtually every operational level.
The European Commission presented the proposal for the PPWR at the end of 2022 as part of the European policy on packaging waste. The European Parliament voted in favour of the regulation in April 2024, after which the Council of the EU finalised the legislative process. It is no longer a directive that Member States are free to transpose as they see fit, but a regulation that applies directly in all Member States.
In practical terms, this means that any packaging placed on the EU market must meet stricter requirements. This affects not only manufacturers, but also shippers, distributors and wholesalers of packaging materials who act as intermediaries. The choice of a particular type of packaging is therefore no longer purely an operational decision, but also a compliance issue.
Recyclability as a mandatory requirement rather than a target
One of the key pillars of the PPWR is that all packaging on the EU market must be recyclable. Whereas the old directive focused primarily on recycling rates, the regulation places the obligation on the packaging itself: the design must facilitate recycling. That sounds logical, but in practice it means that many common packaging solutions are no longer sufficient.
Consider multi-layer films that combine different materials, or packaging with labels or adhesives that disrupt the recycling process. The regulation distinguishes between packaging that is theoretically recyclable and packaging that can actually be recycled on a large scale. The latter is the bar that the logistics sector must clear.
It is important for companies in the supply chain to realise that this is not a distant deadline. The requirements will be introduced in phases, with the strictest standards coming into force around 2030 and 2035. Anyone who procures goods now without taking this phased approach into account risks their packaging no longer being permitted on the European market in the future.
Implications for transport and storage
The impact extends beyond the materials themselves. The PPWR also sets requirements for minimising packaging: empty space in boxes and unnecessary layers of packaging are actively discouraged. For logistics managers optimising load space, this is good news in theory, as less packaging means more product per pallet. In practice, however, it requires the redesign of existing packaging concepts, and that costs time and money.
In addition, the regulation introduces reuse targets for certain packaging categories, such as transport packaging. Crates, pallet wraps and interlayers must increasingly be suitable for multiple use cycles. When approving the regulation, the Council of the EU emphasised that the transport sector in particular plays a key role here, as transport packaging accounts for a large volume.
As a result, logistics service providers and shippers must work more closely with their packaging suppliers. Anyone purchasing from a packaging materials wholesaler wants to know whether the products on offer meet the PPWR requirements. This transparency regarding material composition and recyclability is becoming a basic requirement in the supply chain.
Recycled plastic as a mandatory component
Another key aspect of the regulation concerns the mandatory minimum content of recycled material in plastic packaging. The exact percentages depend on the type of packaging and will increase as the deadlines approach. For the logistics sector, which makes extensive use of stretch film, shrink film and plastic filler material, this has direct implications for procurement policy.
The availability of high-quality recycled material is not yet guaranteed everywhere, which could lead to price pressure. Companies such as Baasverpakkingen.nl, which, as wholesalers of packaging materials, focus on the business market, will need to adapt their product range to this shift. Demand for packaging materials with a verifiable recycled content is growing, and this places demands on the entire chain, from collection to reprocessing.
Logistics managers would be well advised to start discussing the composition of their packaging with suppliers now. It is not inconceivable that certain materials may become scarce or more expensive in the long term, simply because demand for recycled materials exceeds supply.
What the logistics sector can do now
The regulation is no longer a surprise, but its implementation requires concrete steps. A logical first step is to identify all the packaging that a company places on the market or uses within the supply chain. Without this overview, it is impossible to assess where bottlenecks arise.
It is therefore important to assess every packaging choice against the PPWR criteria: is the material recyclable, does it contain the required amount of recycled content, and is the packaging no larger than necessary? Suppliers who can provide this information clearly will become more valuable than those who compete solely on price. The timeline leading up to 2030 may seem generous, but for companies with large stocks or long-term procurement contracts, four years is a tight timeframe
The logistics landscape is shifting from purely operational efficiency to a combination of efficiency and materials compliance. Companies that recognise this distinction early on will avoid having to overhaul their entire packaging strategy under time pressure later on.
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