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What does PPWR bring in 2026?: Q&A
The European Union has discussed the Packaging and Packaging Waste Regulation (PPWR) for many years, but 2026 marks the start of something new, its enforcement. Here Bisi Owojaiye, business development specialist, Epopack answers some key industry questions.
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hat in the new PPWR will have the greatest impact on packaging producers? From my perspective, the most
signifi cant impact of the PPWR is that it turns sustainability into a clear, shared framework rather than a set of individual interpretations. For packaging producers, this means sustainability is no longer driven only by market expectations or internal goals, but by defi ned requirements around recyclability, material use and circularity. What feels particularly important is the emphasis on outcomes. Producers are being asked to think not just about how packaging looks or performs, but about what happens to it at the end of its life. This inevitably pushes companies to re-evaluate existing portfolios and make more deliberate decisions about materials and structures that will remain viable in the future.
Which elements of the PPWR will have the most immediate operational impact on packaging producers, and how should companies prioritise their response? In the short term, I believe the biggest operational impact comes from the need for analysis and documentation. Before any physical changes can happen, producers need a clear understanding of where they currently stand. That means reviewing materials, components and formats, and gathering the data required to support compliance.
8 Dec 2025/Jan 2026
A practical way to approach this is to start with a portfolio assessment. By identifying which elements may aff ect recyclability or fall outside future requirements, companies can begin to prioritise their actions. From there, simplifying structures and reducing unnecessary components becomes a natural next step. The key is not to rush. Treating PPWR compliance as a phased, strategic process and allows producers to make informed decisions, rather than reacting under pressure later on.
Are we expecting changes away from design, like in collaboration and innovation? Absolutely. While design will certainly evolve, I think one of the most meaningful changes will be in how teams collaborate. Sustainability and compliance can no longer sit with one department; they need to be embedded across design, engineering, regulatory and commercial functions. Beyond internal teams, stronger collaboration across the supply chain will be essential. Material suppliers, manufacturers, brands and recyclers all infl uence whether packaging can truly function within a circular system.
I also see innovation shifting away from complexity. Instead of adding elements, innovation increasingly focuses on simplifi cation, fi nding ways to achieve performance and brand expression with fewer materials and processes. This kind of thinking supports both regulatory goals and long-term sustainability.
What challenges do you expect manufacturers to face in transitioning production lines, and what investments will be essential?
Transitioning production lines will be one of the more demanding challenges. New materials often require diff erent processing conditions, supporting equipment, or quality controls, and existing machinery may not always be compatible. This can lead to signifi cant investment in equipment upgrades or new production capabilities. There are also practical constraints, such as space and production fl ow, that aren’t always easy to resolve. At the same time, manufacturers need to invest in people; whether through training existing teams or bringing in new technical expertise.
All of this has to be managed alongside ongoing production, which makes planning and prioritisation critical. Clear roadmaps, phased transitions and realistic resource allocation will be essential for navigating this shift successfully. On February 5 and 6 2026, Paris Packaging
Week will celebrate its 25th anniversary with a special edition. The event looks back on a quarter of a century full of creative inspiration, groundbreaking designs and technological innovation. Under the anniversary theme “ICONIC” – Innovation, Creativity, Originality, Network, Inclusion and Celebration. With leading fi gures from the luxury, beauty, premium beverages and aerosols sectors over two days.
www.convertermag.com
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