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How will changing EU packaging rules affect the food and beverage industry?

Food and beverage manufacturers operating in the European Union (EU) face significant packaging changes following the introduction of the updated Packaging and Packaging Waste Regulation (PPWR).

The legislation, which came into effect in February, introduces mandatory design and material standards aimed at reducing packaging waste, increasing recyclability, and shifting end-of-life costs on to producers.

From 12 August 2026, all companies placing packaged products on the EU market must comply with the new rules. The regulation applies across the entire supply chain – from primary packaging used by food manufacturers to retail, transport, and takeaway formats.

The European Commission is expected to issue further technical guidance ahead of the 2026 enforcement date.

A separate Circular Economy Act, scheduled for 2026, may introduce additional packaging-related measures, including incentives for reuse systems and circular materials.

Recyclability by design and extended producer responsibility

One of the central changes under the PPWR is the requirement that all packaging must be recyclable by 2030, both in design and practice. This will force manufacturers to eliminate complex multi-material formats, prioritise mono-material structures, and move away from hard-to-recycle plastics such as flexible laminates and black plastic.

Manufacturers must also ensure that plastic packaging meets minimum recycled content thresholds, which vary by polymer type. Some formats, including certain single-use plastic wraps for fresh produce and small portion packs, face outright restrictions.

The regulation reinforces extended producer responsibility (EPR), shifting the cost of collection, sorting, and recycling from municipalities to manufacturers. Producers will be required to register in each member state where they place packaged products on the market and will be charged fees based on recyclability and eco-design performance.

According to Marcelo Brull, sustainability manager at Informa Markets, this introduces a fundamental shift in how packaging is evaluated.

“What’s new is the link between how packaging is designed and how much producers pay: companies that invest in more recyclable or reusable packaging will likely see lower EPR fees. That’s a big incentive shift,” he said.

Brull emphasised that the regulation marks a transition from voluntary design targets to enforceable obligations across the bloc.

Impacts on food-contact materials and product formats

For food manufacturers, the new rules are expected to affect a wide range of packaging formats and may require changes to both material selection and structural design.

To comply with 80% recyclability by weight targets, companies will need to rework formats such as flexible sachets, film-sealed trays, and multi-layer laminates, which are currently not recyclable at scale. Brull noted that some of the biggest hurdles will be technical.

He said: “Many food and drink products rely on complex, multi-material packaging to preserve shelf life or meet safety standards, and those materials are often not recyclable. Even if packaging is technically recyclable, it might not be processed everywhere due to uneven infrastructure across member states.”

The regulation also bans the use of per- and polyfluorinated alkyl substances (PFAS) in food-contact materials above certain thresholds. These chemicals, used to provide water and grease resistance, are being phased out due to environmental persistence and potential health risks.

In addition, the law mandates that e-commerce and transport packaging formats must not exceed 50% empty space. This is expected to impact secondary and tertiary packaging for online grocery orders, shelf-ready units, and promotional multi-packs.

Labelling is another area of change. Companies will be required to provide recyclability and reuse instructions through standardised EU-wide labels or QR codes. These will need to be legible and accessible to end users and linked to approved collection and reuse systems.

Operational and market implications

Manufacturers are advised to begin packaging portfolio reviews ahead of the 2026 application date to assess compliance risks. Materials such as mono-material polyethylene, polypropylene, moulded fibre, and compostable bioplastics may become more prominent, though trade-offs in cost, availability, and performance remain.

Producers will also need to implement systems for data tracking, as EPR fees will be based on material types, weight, and recyclability scores. Many companies currently lack the infrastructure to capture and report this data across multiple national markets.

“Companies will need to improve how they track and report packaging data, which isn’t always in place nowadays,” said Brull. “There’s also the branding challenge. Changing packaging formats while staying true to your visual identity isn’t always easy.”

While short-term cost increases are likely, Brull noted that early compliance may provide competitive advantages in the long term.

“Costs will definitely rise in the short term, particularly for companies needing to reexamine their packaging portfolios... But over time, these investments can drive efficiency and resilience, and companies that act early may avoid higher costs later or even gain a competitive edge,” he said.