
Packaging’s next chapter: The PPWR and the power of reuse
Packaging waste has been a major roadblock on the path to a circular economy, but the proposed Packaging and Packaging Waste Regulation (PPWR) is set to change that. By focusing on prevention and reuse, the top priorities in the waste hierarchy, the PPWR introduces measurable targets and standardized rules that could transform how packaging is designed and managed across industries like retail and takeaway. Here's a closer look at what’s on the table.
Starting with prevention: less is more
The PPWR sets clear waste prevention targets for 2030, 2035, and 2040, obliging member states (MS) to reduce packaging waste generated in their territories. It’s about tackling unnecessary and avoidable packaging formats that we often encounter daily, like:
- Miniature shampoo bottles in hotels,
- Individually packed servings of condiments, and
- Disposable trays or cups for on-premises dining in cafés and quick-serve restaurants.
From January 1, 2030, these items will be phased out, signaling a shift toward smarter, leaner packaging solutions.

The rise of reuse: systems that work
Prevention is just the start. To go further, the PPWR prioritizes reuse, a concept that's more than just recycling on repeat. Here's the breakdown:
- Reuse means packaging is designed to be used multiple times for the same purpose. Think of a coffee cup that makes countless trips instead of one. With reuse, it is generally the location/retailer owning the packaging.
- Refill, on the other hand, lets consumers bring their own container or use one provided by the retailer to fill with products repeatedly.
Beyond individual actions, reuse relies on well-organized systems. These include deposit return systems (DRS) or other setups with clear organizational, technical, or financial structures. The goal? To ensure packaging is collected and reused efficiently among participants.
For example, the Municipality in Aarhus and TOMRA is currently running a pilot looking to replace single-use takeaway packaging with reusable takeaway packaging, by offering an infrastructure that entire cities can use. Scaling similar systems for other packaging formats could yield transformative results.
Harmonizing the rules
For the first time, the PPWR introduces harmonized definitions and standards for reuse systems and packaging. These rules will cover everything from how systems are managed to specific technical requirements for packaging formats.
Why does harmonization matter? It simplifies compliance for businesses operating in multiple countries, driving faster adoption of reuse practices.
Secondary legislation will follow to define important details, such as the minimum number of times reusable packaging needs to circulate to qualify as reusable.
Takeaway and retail: a reuse revolution
Cafés, quick-serve restaurants, and retailers are at the heart of the reuse transition. Here’s what’s changing:
- From 2030, cafés and quick-serve restaurants with more than 10 employees must provide reusable cups and containers as part of a system for reuse. By the same year, 10% of takeaway packaging must be reusable.
- All establishments will need to offer consumers the option to refill their own containers, supporting a refill culture.
- Retailers with sales areas larger than 400m² will be required to dedicate 10% of their space to refill stations for food and non-food products.
What does this mean for consumers? These changes will make reuse and refill systems a standard part of daily life, empowering individuals to choose more sustainable options without compromising convenience.

Prevention and reuse: a winning combination
The connection between reuse, refill, and waste prevention is clear. By introducing bans on avoidable packaging, promoting reusable systems, and harmonizing standards, the PPWR lays a solid foundation for achieving its ambitious waste prevention targets.
It’s a bold vision for a circular economy, one that challenges us to rethink not only how we package but also how we consume. Whether it’s skipping a single-use coffee cup or choosing a refill station at the store, every step helps us move closer to a future with less waste and more thoughtful resource use.
To learn more about PPWR, visit our Knowledge Hub.
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