PPWR: Europe’s packaging recyclability and recycled-content push

The Packaging and Packaging Waste Regulation (PPWR) replaces the older packaging directive with tighter rules on waste prevention, recyclability, and recycled content—especially for plastics.

Key directions

• Design packaging so it can be recycled in practice, not only “in theory”.
• Expect recyclability performance grades (A/B/C pathway) as criteria mature toward 2030.
• Plastic packaging faces rising recycled-content expectations for 2030 and 2040.

For suppliers Document pack material, weight, recycled plastic %, and whether components can be separated. Overpack without justification will score poorly on Kindness Score pillar B5.