European PPWR: Are You Prepared?

The European Union is taking a significant step towards more sustainable packaging. With the introduction of the Packaging and Packaging Waste Regulation (PPWR) - which came into effect on February 11, 2025 - the way organizations handle packaging data is changing. The aim of this regulation is to reduce the use of packaging, make it lighter and smaller, and improve the reusability and recyclability of these packaging materials. But what does this mean for your organization?

Quick access:

• What Is The PPWR?
• Impact Across The Entire Supply Chain
• Efficient Exchange Of Packaging Data
• Is Your PIM System Ready
• What Does This Mean For Your Organization?

What Is The PPWR?  

The Packaging and Packaging Waste Regulation (PPWR) establishes binding requirements for packaging materials and packaging waste for companies operating within the EU. This regulation will significantly impact any organization placing goods on the European market. Companies must be able to demonstrate for each packaging unit whether and how it complies with the new rules.

This includes data such as quantities of packaging materials used, the percentage of recycled content per material, reuse and recyclability performance and presence of hazardous substances such as PFAS or heavy metals

The implementation of PPWR requirements begins on August 12, 2026 and will gradually expand through 2040.

What Should Your Company Prepare For?  

• August 12th 2026: PPWR becomes fully legally binding across the EU.
  • Companies must demonstrate packaging compliance (including Declarations of Conformity).
  • Restrictions on certain hazardous substances (e.g., PFAS in food packaging).
  • Bans on specific single-use formats begin.
  • Roles and responsibilities of producers, importers, and distributors become legally enforceable.
• January 1st 2030: Environmental performance targets become mandatory.
  • All packaging must be designed for recycling according to EU criteria.
  • Packaging must meet at least Grade C under the recyclability performance criteria.
  • Mandatory minimum recycled content percentages.
  • Maximum 50% empty space in transport, e-commerce, and grouped packaging.
• January 1st 2035: Packaging waste must be collectable, sortable, and recyclable at scale
• January 1st 2038: Only packaging meeting recyclability Classes A or B may be placed on the EU market

Impact Across the Entire Supply Chain  

PPWR does not apply only to manufacturers. Wholesalers, importers, distributors, and retailers also have significant responsibilities within the supply chain.

Whenever an organization places packaged products on the market, distributes them, or processes them, it must be able to demonstrate that the packaging complies with PPWR requirements. This means having access to the correct packaging data, supporting documentation, and, where applicable, a valid Declaration of Conformity (DoC).

Compliance responsibility is therefore not centralized in a single organization but distributed across the supply chain. Manufacturers provide specifications and evidence. Producers and brand owners issue the DoC and carry final responsibility. Distributors and retailers must ensure that only compliant packaging is placed on the market. The entire chain is responsible for the data, but each party is individually responsible for its own Declaration of Conformity.

A PIM system functions as a single source of truth for all packaging data. Each party uses the same validated data while generating its own DoC. The underlying master data is centrally managed (for example, in a PIM system) and forms the foundation for compliance and automated DoC generation.

Efficient Exchange Of Packaging Data  

Data standardization organizations are already busy preparing new standards for the exchange of data for PPWR. For example, GS1 has started pilots for the development of GS1 PAC (Packaging Alignment & Compliance). The aim of this is to efficiently and confidentially share the packaging data that is relevant for laws and regulations with trading partners.

This also places new demands on the Master Data Management of organizations, which have to collect and distribute the packaging data.

Is Your PIM System Ready?  

Many organizations are currently exploring standalone DoC tools or compliance platforms. However, this approach often introduces a new problem: duplicate systems and administrative overhead.

If packaging composition, material specifications, supplier information, and component details are already stored in your PIM system, why duplicate that data in a separate compliance tool?

If your PIM system is properly structured, packaging data only needs to be entered once. From there, it is centrally maintained and automatically feeds compliance outputs. Using a single source of truth prevents inconsistencies across platforms. Packaging development, procurement, regulatory, and sustainability teams all work from the same validated dataset. Full data history and supporting documentation are instantly available when authorities request proof.

What Must Your PIM System Be Capable Of?  

1. Single Source of Truth: The PIM system must function as a central repository for all packaging data, including material, weight, dimensions, recyclability and composition specifications.
2. Data History: The system must track data history to give insight in how packaging specifications have changed over time.
3. Supporting Documentation: The PIM system must store information like safety data sheets, supplier declarations, test reports, and approval documents.
4. Automated DoC Generation: The system must be able to automatically generate Declarations of Conformity.
5. Data Governance: Ensure only validated packaging data can be used in compliance documents.

What Does This Mean For Your Organization?  

The PPWR Declaration of Conformity represents a fundamental shift in how packaging data must be managed. Organizations that approach this as a documentation challenge risk ending up with duplicate systems and increased administrative burden.

Those that recognize it as a Master Data Management challenge can leverage their existing PIM infrastructure to automate compliance, reduce operational pressure, and generate audit-ready documentation as a natural byproduct of their packaging development process.

Prepare your organization for the PPWR!

Do you want your product master data to be prepared for the upcoming

PPWR regulations? Contact us for an introduction!