2026-01-16
Packaging design & PPWR: 3 risks to avoid + 3 quick wins to act on now
PPWR (the EU Packaging and Packaging Waste Regulation) is the EU’s new framework for how packaging should be designed, placed on the market, collected, and treated as waste. It sets stricter requirements around packaging minimisation, recyclability, and documentation, and it will shape decisions across materials, structure, and portfolio architecture for every brand selling into the EU market.
This isn’t a trend or a recommendation. PPWR is binding legislation. An EU Regulation that applies directly across all Member States. From 12 August 2026, your packaging must meet the requirements. That’s why the smartest gains come from fixing the system now, not rushing changes at the last minute.*
In practice, PPWR comes down to three things: designing out what’s unnecessary, ensuring true recyclability, and having traceable documentation that stands up to scrutiny.
Example from our work with Millu: We recently redesigned the packaging for Millu’s nasal aspirator, small parts cylinder, and cotton gloves, replacing plastic packaging with paperboard cartons and rethinking the pack structure to reduce volume. By right-sizing the packs, we removed unnecessary space and avoided shipping “air”, improving transport efficiency while making the solutions easier to handle in the value chain. The result is a cleaner, more recyclable packaging setup and a practical example of how PPWR can be addressed through material shifts and smarter structural design, without compromising clarity or usability.
3 risks (that often become expensive later)
- “Empty air” and over-packaging More volume than needed quickly becomes a double cost: poorer logistics efficiency and higher material use. It also increases risk as requirements tighten. The classic trap is trying to create a premium feel by adding material instead of smarter structure.
- Materials that look great but don’t recycle well Multi-material solutions, combinations, and “nice-to-have” features can create friction in recycling and weaken your compliance story. The risk is being forced into late, fast, and expensive changes - or compromising the look and feel when time is tight.
- Starting redesigns in the wrong place (surface first, system later) When requirements increase, it’s tempting to update individual SKUs. But PPWR often hits at portfolio level: structure, standardisation, components, and decisions that must work across multiple products and markets.
3 quick wins (you can act on now)
- Run a pack-efficiency check on your top 5 SKUs Map where you have the biggest leverage: weight, volume, “air”, components, and transport impact. You’ll often find 1-2 small adjustments that deliver clear impact immediately, without changing the overall design.
- Identify your “risk components” Which parts are most sensitive in terms of recyclability and complexity? (e.g. labels/adhesives, barriers, foils, sleeves, multi-material combinations, closures/caps). If you identify these early, you can transition step-by-step instead of making panic changes.
- Build a simple decision framework for the portfolio Set 5-7 shared principles that make the right decisions easy:
- what your default materials are
- which components are approved / not approved
- how you create premium cues without adding material
- when special solutions are justified and why
This helps procurement, marketing, and design move faster, with fewer rounds and fewer late changes.
PPWR shouldn’t be a brake. Done right, it’s an opportunity to simplify the portfolio, reduce costs, and increase clarity on shelf at the same time.
Sources:
*
Regulation (EU) 2025/40 on packaging and packaging waste (PPWR) – Official Journal / EUR-Lex
European Commission – Packaging waste (timeline + PPWR key dates)