The EU has now implemented the Packaging and Packaging Waste Regulation (PPWR), effective from February 11, 2025, introducing a new, harmonized framework for packaging rules across the European Union. It replaces the long-standing Packaging and Packaging Waste Directive (94/62/EC) and brings with it binding measures across all member states.
The goal is clear: make packaging circular, reduce environmental and health risks, and strengthen the internal market. By 2030, all packaging must be designed to be recyclable in an economically viable way. By 2035, it must be recyclable at scale. Reuse and refill systems will be introduced gradually by 2040, with additional measures phasing in through 2050 to reduce virgin material use and put the sector on a climate-neutral path.
For manufacturers, retailers, and suppliers, the implications are substantial. The PPWR introduces stricter requirements, tighter enforcement, and less room for national variation. Navigating this regulation, especially across packaging types, markets, and partners, requires coordinated strategy, operational transparency, and regulatory agility.
Trace One provides digital solutions to simplify that complexity. From data collection to compliance tracking, our tools help packaging-heavy industries meet requirements with accuracy and confidence.
The PPWR regulates the full lifecycle of packaging, from design and materials to labeling, use, collection, and end-of-life handling. It applies to all sectors and materials, including commercial, household, and industrial packaging. The regulation’s core aims are to:
What makes the PPWR especially significant is its legal format. As a regulation, not a directive, it is automatically and uniformly applied across all EU member states. This eliminates inconsistent interpretations and harmonizes packaging laws throughout the single market.
The regulation also shifts from broad principles to actionable mandates, including:
These rules reshape how companies design, label, and manage their packaging, not in theory, but in day-to-day business operations.
Industries with high packaging volumes and diverse material use are under the most pressure to adapt. Among the most affected:
To meet the PPWR requirements, companies will need to:
Trace One supports these transitions with powerful digital tools that simplify compliance management across regions and product lines.
Here is an illustrative scenario based on common industry challenges. A mid-sized beverage company sells its products across five EU countries. Historically, its team managed packaging specifications and compliance tasks through spreadsheets and scattered email threads.
With the PPWR in effect, this fragmented approach quickly becomes unsustainable. To comply with harmonized design and labeling requirements, the company adopts Trace One’s Product Lifecycle Management (PLM) software to centralize supplier packaging data and apply consistent criteria across stock-keeping units (SKUs). Meanwhile, its regulatory team uses Trace One’s dashboard to track delegated acts and filter updates by region and topic. This eliminates the need to manually monitor multiple regulatory sources.
By digitizing processes and aligning packaging development across markets, the company not only meets new requirements but also improves efficiency, accelerates go-to-market timelines, and strengthens buyer relationships.
While the PPWR offers a more unified legal framework, aligning operations with its requirements is far from simple:
Beyond the core requirements, businesses will need to account for material-specific rules, substance restrictions like PFAS, and staggered timelines for different packaging types. Several additional legislative acts are still pending, including those defining formulas for recyclability assessment. This makes real-time monitoring and adaptability essential.
To navigate these challenges, companies need tools that ensure visibility, agility, and accurate packaging data flow across the supply chain.
For companies that move early, the PPWR is not just a regulatory hurdle—it is a strategic opportunity:
Looking ahead, compliance will become a key differentiator rather than just a checkbox. Retailers and investors are placing greater emphasis on Environmental, Social and Governance (ESG) performance, while consumers increasingly expect transparency on sustainability claims. Companies that align early with the PPWR will be better positioned to meet these expectations, shape industry best practices, and gain long-term competitive advantage.
Trace One Regulatory Compliance and PLM software work together to help companies meet PPWR requirements with speed and clarity.
With over 30 years of expertise, Trace One empowers more than 9,000 brand owners worldwide to innovate, collaborate, and bring products to market faster while ensuring the highest standards of quality, compliance, and sustainability. Our scalable and intuitive solutions are built for fast-paced, compliance-heavy environments. Whether you're exploring what PLM software can do or you’re ready to connect packaging data with sustainability goals, we provide tools that adapt to your needs.
In France, our partnership with CITEO—the national organization responsible for EPR in household packaging—offers manufacturers tailored support to meet evolving compliance requirements. Through this collaboration, Trace One helps food and beverage companies align with French-specific reporting standards, leverage CITEO’s eco-modulation incentives, and streamline packaging data collection. Our solutions make it easier to generate the required declarations and prepare for audits, reducing administrative burden and compliance risks. This local partnership ensures Trace One clients stay ahead of regulatory deadlines and benefit from harmonized packaging strategies in a key EU market.
The PPWR is more than another packaging rule. It represents a transformation of how products are designed, distributed, and disposed of across the EU.
To get ready:
Ready to simplify compliance and lead on sustainability? Contact us today to see how Trace One can support your packaging transformation.