Extended Producer Responsibility (EPR) is no longer just a waste management policy — it’s a design mandate. Across Europe, new EPR regulations are forcing a shift in how businesses think about packaging, moving responsibility upstream to the earliest stages of product development. In this new landscape, lifecycle thinking isn’t optional — it’s operational.
Why EPR is a Gamechanger for Packaging
Traditionally, the environmental impact of packaging was managed at the end of its life — collected, sorted, and (hopefully) recycled. EPR turns that model on its head. By making producers financially and legally responsible for the full lifecycle of their packaging, the EU aims to drastically reduce waste and increase resource efficiency.
Under the proposed Packaging and Packaging Waste Regulation (PPWR), packaging that cannot be reused or recycled will be restricted from the EU market by 2030 (European Commission, 2022). This includes new design-for-recyclability requirements, reuse targets, and volume reduction rules — all linked directly to EPR compliance and cost.
Here’s how this EU legislation is changing packaging design
Easy waste management first:
- Packaging must be recyclable in practice and at scale by 2030, according to the PPWR, though rates vary by category.
- This is pushing a shift away from complex, multi-layer materials toward mono-materials like PE, PP, and PET and packaging will require labelling with materials and waste management instructions.
- There is a move away from dark-colored plastics that disrupt sorting systems.
- Other packaging types, such as filter coffee pods, must be compostable by early 2027.
Reuse in rising:
- The PPWR introduces binding reuse targets for food and beverage packaging — 10% to 20% by 2030 in many cases, but excluding certain materials such as cardboard.
- This change is driving innovation in reusable formats and return logistics, especially in takeaway and catering.
Less is more:
- Packaging must now minimize empty space (no more than 40% of volume) and reduce material weight. Likewise, there is a maximum 50% empty space ratio for grouped, transport, and e-commerce packaging.
- Companies are redesigning formats to optimize efficiency — less space, less waste, lower fees.
- Packaging misleading consumers into thinking the product is larger than it actually will be banned (e.g. double walls, false bottoms).
What this means for brands (and suppliers)
For packaging producers and their clients, this shift is both a challenge and a chance. Non-compliant packaging will face higher costs — or be removed from the market altogether. But proactive design can:
- Lower EPR fees
- Improve ESG scores
- Meet consumer expectations for sustainability
- Avoid regulatory and reputational risks
And for suppliers? Those who support their clients in achieving compliance — through smarter design, sustainable materials, and transparent reporting — will be invaluable partners.
Sources:
– DS Smith. (2024, May). PPWR: The Packaging and Packaging Waste Regulation Explained.
– (2024, January). Packaging Waste: PPWR — What You Need to Know.
– (2024, February). Important Changes in the EU to Rules on Packaging and Packaging Waste.
