The European Union is strengthening its approach to packaging waste management through the PPWR (Packaging and Packaging Waste Regulation), a new regulation covering all types of packaging placed on the EU market, whether produced within the EU or imported from other countries. Its key objectives are to reduce packaging waste, promote reuse, and increase recycling.
European citizens currently generate an average of 180 kilograms of packaging waste per person per year. Without effective measures, packaging waste is projected to increase by 19% by 2030, while plastic packaging waste could rise by as much as 46%.
To address this challenge, the PPWR sets targets to reduce packaging waste per capita, compared with the 2018 baseline, by 5% by 2030, 10% by 2035, and 15% by 2040.
Three Key Principles of PPWR
Reduce – Minimize the use of materials and unnecessary packaging while improving resource efficiency through better design.
Reuse & Refill – Promote durable packaging that can be reused or refilled multiple times.
Recycle – Encourage packaging designs that are easier to recycle, while improving collection, sorting, and waste management systems.
The PPWR entered into force on 11 February 2025 and began applying generally from 12 August 2026. Additional requirements will be introduced progressively, including restrictions on PFAS in packaging, Design for Recycling (D4R) requirements, recycled content targets, and restrictions on certain types of single-use plastic packaging.
Impact on Thai Businesses
The implementation of PPWR will directly affect Thai businesses exporting products to the EU, including packaging manufacturers, product manufacturers, exporters, importers, and distributors, as the regulation covers the entire packaging supply chain.
Businesses may face additional costs from redesigning packaging, increasing the use of recycled materials, preparing supporting data and compliance documentation, as well as EPR (Extended Producer Responsibility) fees.
Thai businesses should therefore begin preparing early by reviewing packaging design, selecting appropriate raw materials, strengthening data and documentation systems, and working closely with supply chain partners. These measures will help businesses comply with EU requirements while maintaining their competitiveness in the European market.
PPWR is more than just a packaging regulation. It represents a new set of rules that is reshaping production, packaging design, and resource management across the entire supply chain toward a more circular economy.
Cr. SD Thailand