24/08/2026
How PPWR May Change Packaging Purchasing Decisions
For many years, packaging purchasing decisions have often been based on three main factors: price, quality, and delivery time.
But the European packaging market is changing.
The EU Packaging and Packaging Waste Regulation (PPWR) is introducing a broader framework covering packaging design, composition, recyclability, recycled content, reuse, labelling, and waste management. PPWR is now entering its application phase, while several important requirements will come into effect progressively, including recyclability and recycled-content requirements from 2030.
This means that procurement teams may need to look at packaging from a different perspective.
Price is still important—but it may no longer be enough.
A packaging solution with a lower unit price may not necessarily be the most cost-effective choice if it creates additional compliance work, requires a late-stage redesign, or lacks reliable technical documentation.
For example, before placing a new packaging order, procurement teams may increasingly need to ask:
• What is the exact material structure?
• Is the packaging designed with recyclability in mind?
• Does it contain recycled content where required?
• Can the supplier provide reliable material and certification documentation?
• Can the supplier maintain consistent material specifications throughout production?
• Is the packaging likely to meet future market requirements without a complete redesign?
These questions are especially important for flexible plastic packaging, where material structures, layers, printing, closures, adhesives, and other components can all influence the final packaging solution.
Procurement should also think beyond today's order.
PPWR is not a single deadline that companies can solve with one certificate.
The regulation covers the packaging lifecycle and introduces requirements that will develop over time. For example, the EU framework aims for packaging placed on the market to be recyclable by 2030, while minimum recycled-content requirements for plastic packaging also begin from 2030, subject to the relevant implementation timelines.
This makes long-term supplier cooperation increasingly important.
A reliable packaging supplier should be able to discuss not only today's price, but also material options, technical documentation, traceability, recyclability considerations, and future product development.
In other words:
The cheapest packaging today may not always be the lowest-risk packaging tomorrow.
For procurement teams, the goal is not simply to buy packaging.
It is to build a packaging supply chain that can adapt as regulations, recycling systems, customer expectations, and sustainability targets continue to evolve.
Is your packaging procurement strategy already considering future regulatory requirements—or are you mainly focused on today's specifications and price?