The Future of Consumer Packaging? Sustainability

The European Union has declared a new mandate: all packaging in their market must be designed to be recycled by 2030. This command is the primary goal of the Packaging and Packaging Waste Regulation (PPWR), which first went into effect in February 2025 and officially became law across all 27 EU member states on Aug. 12. 2026. This mandate doesn’t solely apply to European nations. Even imported packaged products from around the globe must adhere to these requirements.

The “Design for Recycling” (DfR) framework assesses packaging materials on a letter grade system. Materials with a ≥95% recyclability rating will be graded A, ≥80%, B or ≥70%, C. Packaging with a rating below 70% will be deemed “technically non-recyclable” and set to be eliminated from consumer markets by 2030. The grading system is designed to effectively turn sustainability from aspiration to a solid requirement. It also creates incentives for sustainability through lower Extended Producer Responsibility (EPR) fees.

Under these new rules, packaging material should combine recyclability and compatibility with recycled content targets. Paperboard has proved to be the ideal material. European systems have recovered about 87% of paperboard packaging, outperforming plastic’s 42% recovery rate. This material helps simplify the path to achieving significant recyclability performance.

Additionally, paperboard fibers can be recycled between 5-10 times, making it inherently aligned with the circular infrastructure of reusing, reducing and recycling. Fiber-based materials help consumer brands navigate restrictions on single-use plastic materials while supporting broader goals centered around resource efficiency.

The PPWR has set packaging waste reduction targets across the EU to 5% by 2030, 10% by 2035 and 15% by 2040. Consumer brands commonly view this mandate as both a constraint and an opportunity. Brands that quickly adapt will be better prepared long-term and possess a competitive edge compared to those that do not.