How does the Packaging and Packaging Waste Regulation (PPWR) affect the UK? 

Packaging is one of the most visible elements of a business’s environmental footprint — and increasingly, one of the most tightly regulated. The European Union’s Packaging and Packaging Waste Regulation (PPWR) is set to introduce sweeping reforms that will affect not only businesses within the EU but also those outside it, including the UK.

Although the UK is no longer a member of the EU, it remains deeply integrated with European supply chains. For manufacturers, retailers, and exporters, PPWR represents more than just another piece of overseas legislation, it’s a wake-up call to rethink packaging strategy, materials, design, and lifecycle impact.

What is the PPWR?

The Packaging and Packaging Waste Regulation is the EU’s flagship legislative proposal to overhaul how packaging is produced, used, and managed across all industries. Unlike the existing Packaging Waste Directive, which allowed for national interpretation and implementation, PPWR is a regulation, meaning it will be uniformly applicable across all member states.

The regulation has several strategic objectives:

• Ensure all packaging is recyclable by 2030, using established collection, sorting, and recycling processes.

• Reduce overall packaging waste per capita, with specific reduction targets for plastic packaging and unnecessary materials.

• Set mandatory minimums for recycled content in packaging materials, particularly plastics.

• Introduce sector-specific reuse targets, especially in transport, e-commerce, food service, and beverage sectors.

• Standardise labelling requirements, ensuring packaging includes clear, harmonised instructions for consumers on how to dispose of it.

The intent is not just to reduce waste, but to drive the packaging industry toward circularity — a model in which materials are reused, recycled, and kept in circulation for as long as possible.

How the PPWR Impacts UK Businesses

While the UK has its own regulatory framework for packaging waste, including the Plastic Packaging Tax and Extended Producer Responsibility (EPR) reforms, PPWR will still have a direct impact on many UK businesses. Here’s how:

1. Exporters Must Comply to Access EU Markets

UK businesses exporting to the EU will be legally required to ensure that their packaging complies with PPWR standards. This affects not only final product packaging but also transport packaging, such as pallets, wrapping, and shipping cartons.

Implication: Exporters will need to verify that materials, formats, and labelling used are compliant with recyclability, recycled content, and reuse criteria. Failure to do so could result in shipments being delayed, rejected, or fined.

2. Imports from the EU Will Follow New Packaging Norms

As EU-based manufacturers adopt PPWR-compliant packaging, UK importers will see changes in the packaging formats of incoming goods. This could affect how those goods are handled, stored, or processed, particularly in automated or high-volume environments.

Implication: Warehousing, material handling systems, and waste processing procedures may need to adapt to different packaging dimensions, materials, or labelling formats.

3. Supply Chain Dependencies Will Tighten

Many UK businesses are part of broader European supply chains. If any link in the chain — whether it’s a supplier of components, contract manufacturer, or logistics provider — fails to align with PPWR, the knock-on effects can be significant.

Implication: Proactive collaboration with supply chain partners is essential. Contracts may need to include environmental performance clauses, and supplier audits will increasingly include packaging compliance checks.

4. Consumer and Retail Expectations Are Converging on EU Standards

Even in the absence of a legal obligation, UK consumers and retailers are pushing for more sustainable packaging solutions. Retailers with operations in both the UK and EU will likely harmonise their standards to simplify procurement and logistics.

Implication: Brands that are slow to align with PPWR principles may find themselves excluded from retail listings or losing consumer trust due to outdated, non-compliant packaging.

Key PPWR Packaging Requirements — and What They Mean in Practice

Design for Recycling

Under PPWR, packaging must be designed so that it can be effectively collected, sorted, and recycled using existing EU infrastructure. This means avoiding composite materials that are difficult to separate, eliminating PVC or black plastics, and using adhesives and inks that don’t interfere with recycling processes.

What this means for UK businesses: Packaging engineers will need to revisit material specifications and design features. Products wrapped in mixed-material laminates or packaging with complex closures may require a complete redesign.

Mandatory Recycled Content

PPWR sets mandatory thresholds for recycled content in plastic packaging, starting at 30% for contact-sensitive applications (like food containers) and rising over time. These thresholds will apply regardless of cost or material availability.

Impact: Procurement teams must secure reliable supplies of certified recycled polymers — a market that is currently volatile and under strain. Long-term contracts and material traceability will be critical.

Packaging Waste Reduction Targets

The regulation includes quantitative targets for reducing packaging per capita, including specific reduction targets for plastic. These targets apply to all packaging types, including tertiary and transport packaging.

Practical actions: Businesses should conduct packaging audits to identify over-packaging and reduce void space. Right-sizing equipment, nesting designs, and minimalist packaging solutions will become key competitive advantages.

Reuse and Refillable Systems

In sectors like e-commerce, takeaway food, and beverages, the regulation mandates that a percentage of packaging must be reusable, with systems in place to ensure return, cleaning, and redistribution.

Implications for logistics and operations: Businesses may need to invest in reverse logistics infrastructure, including collection systems, tracking technology, and durable packaging formats. Modelling the cost and return rates of reuse systems will be essential for feasibility.

Labelling and Consumer Information

PPWR mandates harmonised and clear labelling on all packaging sold in the EU. Labels must indicate what the packaging is made of, how it should be sorted, and whether it meets recyclability or reuse criteria.

What this means for UK exporters: Packaging artwork and print processes may need to be adapted. Multi-market packaging will need to account for label space, translation, and legal compliance with multiple jurisdictions.

How Greyhound Box Supports Manufacturers in a PPWR-Compliant Future

At Greyhound Box, we work closely with businesses across manufacturing, e-commerce, and logistics to ensure packaging is not only functional and cost-effective but also compliant with the latest sustainability regulations.

Here’s how we add tangible value to help you align with the upcoming PPWR regulation:

Recyclable by Design

We engineer packaging using mono-material corrugated cardboard, minimising adhesives, coatings, and mixed-material layers that can disrupt recycling. Our designs are optimised for easy disassembly and efficient material recovery at end-of-life.

Sustainable and Certified Materials

Our paper-based packaging is FSC-certified and sourced from responsibly managed forests. We prioritise suppliers who provide post-consumer recycled content, ensuring alignment with PPWR recycled content thresholds.

Waste-Minimising Packaging Design

Our bespoke packaging design team works to eliminate excess volume, reduce the number of packaging components, and optimise strength-to-weight ratios. This reduces raw material consumption, freight costs, and environmental impact — all while meeting durability requirements.

Consultation and Compliance Support

We partner with clients to conduct packaging reviews, uncovering supply chain and production line efficiencies, and redesign packaging for future regulatory readiness. Our in-house expertise helps businesses understand how PPWR and UK regulations interact — and how to navigate both seamlessly.

Innovation in Reusable Packaging

For businesses exploring reuse systems, we design durable corrugated packaging suitable for closed-loop transit, warehousing, or B2B delivery. These designs include integrated return mechanisms, tracking solutions, and easy-clean materials where applicable.

Why Early Action is a Strategic Advantage

Businesses that begin aligning with PPWR now, before enforcement and before competitors, will be in a stronger position to:

• Negotiate better contracts with EU-based partners who are prioritising sustainable suppliers.

• Avoid rushed redesigns, costly supply chain disruptions, and re-labelling exercises closer to the 2030 deadline.

• Strengthen brand perception among customers and retailers demanding transparency and eco-consciousness.

• Build operational resilience, with packaging systems that meet not only EU requirements but also UK and global sustainability benchmarks.

PPWR is more than a regulatory hurdle — it’s a blueprint for the future of packaging in a resource-constrained world. For UK manufacturers, adapting now is not only about compliance; it’s about maintaining market access, enhancing efficiency, and meeting rising stakeholder expectations.

At Greyhound Box, we help you move from reactive to proactive — designing smarter packaging that meets today’s needs and tomorrow’s regulations.

Get in touch to learn how our sustainable packaging solutions can support your business in a PPWR-aligned future.