Navigating the EU packaging landscape: How is the PPWR shaping the future of brand packaging?
After years of discussions, the implementation of the EU Packaging and Packaging Waste Regulation (PPWR) is approaching – marking a radical change in how brands and the packaging industry design, market and dispose of their products. From market access restrictions to ambitious targets on reuse and recycling, brands are now tasked with sourcing packaging that delivers on new requirements – and the glass packaging sector can be your partner.
In our latest Q&A, Simona Camilli, Sustainability Manager at AIM – the European Brands Association, and Vanessa Chesnot, Head of Public Affairs and Product Policy at FEVE, discussed what’s at stake for brands as they grapple with the new EU packaging regulation, and how the glass packaging industry is helping brands to prepare. In September 2023, we took a look at how the initial proposal was shaping up, and how potential recycling and weight minimisation targets could impact the market. As we move closer to full implementation by the end of 2024, it’s time to take a closer look at what this means for your product.
Understanding the PPWR key components
The PPWR introduces several significant changes to the existing Packaging and Packaging Waste Directive. Whilst the core objectives – to promote a circular economy by encouraging development of packaging that’s designed for reuse or recycling – stay the same, it introduces more comprehensive and ambitious measures by making the recyclability of packaging non-negotiable.
The impact of the PPWR on brands is significant, and the marketplace will need to get familiar with what’s changing for their packaging. For example:
- From 2030, all packaging placed on the market must be recyclable and unrecyclable packaging will be banned from the EU market.
- All food packaging must be free from ‘forever chemicals’ or PFAS substances.
- EU countries are required to reduce the overall amount of packaging placed on the market.
- Brands will have to minimise the weight and volume of their packaging, considering both the shape and the material.
- For the first time, reuse targets will be introduced for alcoholic and non-alcoholic beverages.
- Brands will also have to use harmonised labels to inform consumers about appropriate sorting methods and whether the packaging is reusable or contains recycled content – intended to make it easier for consumers to sort and dispose of their waste.
That’s good news for Europe’s ambition to transition to a circular economy for packaging materials. However, some elements of packaging minimisation, harmonised labels and the possibility for Member States to set additional requirements could have an unexpected impact on the competitiveness of the European industry.
“In the next phase of PPWR implementation, we need to strike the right balance to allow brands to minimise packaging weight and volume while retaining its recognisable design – because 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. All these elements are vital for the brand’s competitiveness.” – Simona Camilli, AIM
What the PPWR rules mean for brands
Over the coming 2-3 years, the marketplace can expect to see a flurry of new measures to ensure full implementation of the new law. That’s why now is the time for brands to have their say.
By getting involved in the development of secondary legislation, brands and retailers can ensure that their perspectives and needs are taken into account and that a harmonised approach is ensured across all Member States to avoid market fragmentation and maintain competitiveness.
For example, while harmonised labels are considered a positive step, as these labels offer consumers a standardised way of understanding and disposing of packaging correctly, the length of the labels and language barriers could pose challenges – which could affect the free movement of goods and clash with packaging minimisation requirements, in turn. Equally, new packaging minimisation standards will need to be clear on the methodology required, so that brands can keep their distinctive packaging and avoid a move to standardised packaging.
“We really call on brands to liaise with their sector organisation at EU and national level to ensure that upcoming implementation PPWR measures support both the environmental objectives of the PPWR but also the practical needs of the glass packaging value chain.” – Vanessa Chesnot, FEVE
How the glass industry supports brands
Already, the glass packaging industry is actively working with brands and retailers to adapt, and to continue to deliver distinctive designs that build brand reputation and value. Fortunately, glass has always been a model for circularity because of its inherent infinite recyclability as a permanent material, alongside high collection (at 80.2% as of 2022) and recycling rates in Europe.
To get ahead, the glass packaging industry has already started to map existing national guidelines as part of Close the Glass Loop, and develop consistent recommendations for brands to design packaging in a way that contributes to improving the circular economy. Reducing weight and volume in packaging also isn’t a new trend, and we work extensively with brands to slim down their iconic designs and incorporate more recycled content without losing their unique flair – from luxury cosmetics brands to lighter-weight spirits bottles. With new minimization requirements on the horizon, brands and glass manufacturers will need to work hand in hand to stay compliant without compromising on their signature style.
Preparing for what’s next
The original PPWD was instrumental in driving separate collection and recycling of packaging waste, and the new PPWR will scale those ambitions. Formal adoption and entry into force of the text is expected to take place in autumn 2024.
That’s why now is the time to ensure that the rules are implemented in the best possible way – so let’s work together to shape these solutions, so the market can continue to deliver on unique, circular packaging designs.
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What are your thoughts on the implementation of the EU Packaging and Packaging Waste Regulation? Head over to LinkedIn and let us know! For questions, reach out to Simona Camilli, Sustainability Manager at AIM or Vanessa Chesnot, Head of Public Affairs and Product Policy at FEVE, our experts for the future of brand packaging with the PWWR. Stay up to date with the latest trends in the glass industry or our next Q&A episodes by following our LinkedIn account.
