Keizer International | March 2026
The packaging world is changing. Are you ready?
Less than two years. That is how long packaging producers have to prepare for the biggest regulatory change the European packaging industry has ever seen.
From 12 August 2026, the PPWR — the new European Packaging and Packaging Waste Regulation — will enter into force simultaneously in all 27 EU Member States. No national transposition, no exceptions, no delays. For many companies this means: act now.
What the PPWR entails
The PPWR replaces the European Packaging Directive of 1994 and has three clear objectives: all packaging must be recyclable, packaging must contain more recycled material, and the total amount of packaging waste must decrease.
To measure this, the regulation introduces a new system of recyclability grades, from A to E. Grade A means that more than 95% of the packaging is recyclable. Grade E means less than 50%. From 2030, packaging with grade D or E is simply banned. Grade C — between 70% and 80% — gets an extension until 2038.
The PPWR also sets minimum requirements for recycled content: 30% for PET plastic bottles, 25% for metal and 50% for glass. The EU average for glass is already 52% — glass therefore already meets the 2030 standard.
Labelling: three dates to put in your diary now
From August 2026: a material pictogram is mandatory on every package (GL for glass, ALU for aluminium, etc.) plus producer/importer details.
From 2027: a mandatory digital identifier — QR code or data matrix — giving consumers access to product information.
August 2028: national sorting logos disappear, replaced by a harmonised EU symbol.
Plan these changes now. Label revision processes take time.
Which formats disappear in 2030?
Portion packs of sauces and condiments in the hospitality sector
Plastic packaging for fresh vegetables and fruit under 1.5 kg
Small toiletries in hotels
Producers of water, beer and soft drinks must offer 10% of their range in reusable packaging by 2030, rising to 40% by 2040. Wine, spirits and dairy milk fall outside this obligation.
What does this mean for your material?
Glass: recyclability grade A, meets recycled content requirements, no mandatory deposit system, no reuse targets for wine and spirits. Check that labels and adhesives are washable.
Metal closures (crown caps, ROPP, twist-off): inherently highly recyclable. The 25% recycled content requirement is achievable without major adjustments. The transition to PVC-free liners fits seamlessly with PPWR requirements.
Natural cork: outside the plastic rules. Member States must have cork collection infrastructure by 2029.
Plastic: the greatest challenge — up to 65% recycled content by 2040, mandatory recyclability grade, banned formats. Start redesign today.
Where do you start?
Map your packaging portfolio and assess the recyclability grade of each format.
Request a Declaration of Conformity from your supplier — legally required from August 2026.
Check for PFAS in food packaging — ban effective from August 2026.
Plan your label changes as soon as requirements are clear.
Assess your hospitality formats against the 2030 bans.
If you package water, beer or soft drinks: start thinking about reuse now.
At Keizer International we follow the PPWR closely. We are happy to help you assess your portfolio, obtain the necessary documentation and plan the transition. Contact us — before August 2026 suddenly feels very close.