The Packaging & Packaging Waste Regulation (PPWR) and what it means for luxury brands
The Delta Global Sustainability Bulletin provides a concise view of the legislative and sustainability developments shaping packaging strategy. This edition focuses on the European union’s packaging and packaging waste regulation (PPWR), outlining the changes brands should be preparing for now.
The Packaging and Packaging Waste Regulation (Regulation (EU) 2025/40) entered into force on 11 February 2025 and will generally apply from 12 August 2026. It replaces the existing Packaging and Packaging Waste Directive and introduces a more consistent framework across EU member states.
PPWR covers packaging placed on the EU market, regardless of material or country of manufacture. Its requirements will be introduced in phases, with an increasing focus on waste prevention, material transparency, recyclability, recycled content, reuse and clearer consumer information.
PPWR is more than a packaging reporting exercise. It creates a clearer expectation that packaging should be considered from the outset: refined in design, proportionate to its purpose and supported by robust material data.
For luxury brands, this does not mean compromising on the quality of the customer experience. It means making informed design decisions earlier, building stronger visibility across packaging ranges and ensuring that every detail is supported by the evidence required for the markets in which it is used.
Brands selling packaged products into the European Union should review their obligations. PPWR applies across primary, secondary, tertiary and service packaging, including packaging manufactured outside the EU.
Responsibilities depend on the role a business performs within the supply chain. In many branded packaging scenarios, the business that has packaging or a packaged product designed or manufactured under its own name or trademark will be treated as the manufacturer for PPWR purposes. Specific exceptions apply, including for certain micro-enterprises, so each route to market should be reviewed carefully.
From August 2026, brands placing products on the EU market will be responsible for:
As your packaging partner, Delta Global can help simplify the compliance process by:
The transition to PPWR represents one of the most significant packaging regulatory changes in recent years. Early preparation will help reduce compliance risk, avoid disruption and ensure continued access to EU markets.
As regulation and expectations continue to evolve, we’ll keep sharing the insights that matter most.
To continue the conversation, contact our Sustainability team at sustainability@deltaglobal.co
The Delta Global Sustainability Bulletin provides a concise view of the legislative and sustainability developments shaping packaging strategy. This edition focuses on the European union’s packaging and packaging waste regulation (PPWR), outlining the changes brands should be preparing for now.
The Packaging and Packaging Waste Regulation (Regulation (EU) 2025/40) entered into force on 11 February 2025 and will generally apply from 12 August 2026. It replaces the existing Packaging and Packaging Waste Directive and introduces a more consistent framework across EU member states.
PPWR covers packaging placed on the EU market, regardless of material or country of manufacture. Its requirements will be introduced in phases, with an increasing focus on waste prevention, material transparency, recyclability, recycled content, reuse and clearer consumer information.
PPWR is more than a packaging reporting exercise. It creates a clearer expectation that packaging should be considered from the outset: refined in design, proportionate to its purpose and supported by robust material data.
For luxury brands, this does not mean compromising on the quality of the customer experience. It means making informed design decisions earlier, building stronger visibility across packaging ranges and ensuring that every detail is supported by the evidence required for the markets in which it is used.
Brands selling packaged products into the European Union should review their obligations. PPWR applies across primary, secondary, tertiary and service packaging, including packaging manufactured outside the EU.
Responsibilities depend on the role a business performs within the supply chain. In many branded packaging scenarios, the business that has packaging or a packaged product designed or manufactured under its own name or trademark will be treated as the manufacturer for PPWR purposes. Specific exceptions apply, including for certain micro-enterprises, so each route to market should be reviewed carefully.
From August 2026, brands placing products on the EU market will be responsible for:
As your packaging partner, Delta Global can help simplify the compliance process by:
The transition to PPWR represents one of the most significant packaging regulatory changes in recent years. Early preparation will help reduce compliance risk, avoid disruption and ensure continued access to EU markets.
As regulation and expectations continue to evolve, we’ll keep sharing the insights that matter most.
To continue the conversation, contact our Sustainability team at sustainability@deltaglobal.co
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