The new European Packaging and Packaging Waste Regulation ( PPWR ) will come into effect on August 12th, at which point certain obligations will become mandatory for companies that place packaged products on the market. Its scope extends far beyond the packaging industry itself, also affecting sectors such as food, pharmaceuticals, cosmetics, hygiene, and distribution, particularly when companies market products under their own brand and make decisions regarding the design, materials, or format of the packaging.
These were some of the main conclusions of the conference organized by the Packaging Innovation Cluster and the Packaging Cluster to analyze the practical implications of PPWR and help companies prepare for its application.
The welcome address was given by Àlex Brossa , Packaging Cluster Manager , and Jesús Pérez , director of the Packaging Innovation Cluster , who highlighted the importance of creating spaces for information, reflection and debate that help companies prepare for the new European requirements.
The following participated in this conference: Alberto Fernández , Catalonia head of Strategic Alliances at Ecoembes ; Montse Castillo , Consultant Partner of Repaq ; Jordi Garriga , Senior Innovation & Technical support Manager at Klöckner Pentaplast ; Santiago Olivares , Senior Packaging Engineer at Rotorprint ; Bárbarah Lopes , Division R&D Manager at Emsur ; and Exequiel Lombardo , Procurement Director of Levante Thermoforms.
New responsibilities for companies
During the session, it was emphasized that the PPWR establishes specific obligations for manufacturers, producers, importers, and distributors, and that a single company can assume several of these roles simultaneously. Therefore, each stakeholder must review their involvement in placing packaging on the market, correctly identify their position within the value chain, and determine their corresponding responsibilities in each case.
One of the most significant changes affects companies that market packaging under their own brand. As experts have explained, when a company decides on elements such as materials, format, logo, or corporate colors, it can be considered the manufacturer and assume responsibility for ensuring the packaging's conformity, even if its physical production is carried out by an external supplier.
The session also delved into the EU Declaration of Conformity, an issue that takes on particular importance from August 12th. To prepare it, companies must classify the packaging they place on the market, identify its materials and components, and have the necessary technical documentation.
Anticipation and collaboration to achieve the objectives
During the debate, it was emphasized that adapting to the PPWR is now an immediate matter. From August 12th, certain measures will be mandatory, including packaging assessment and the preparation of the EU Declaration of Conformity. Therefore, companies must now review the products they place on the market, identify their materials and components, determine their responsibilities in each case, and validate new solutions with the early participation of manufacturers, suppliers, packagers, distributors, technology centers, and waste managers.
The session also served to highlight the need to understand packaging as a complete system. The recyclability of a lid, a tray, a label, or a film cannot be assessed in isolation, but rather in relation to how all the elements are integrated into the final solution and their compatibility with collection, sorting, and recycling systems.
The main challenge, according to experts, will be developing recyclable packaging without compromising its functionality, product protection, or shelf life. Even so, companies are already working and making progress in eco-design, material reduction, and the validation of new structures.
However, it was noted during the day that it is still necessary to expand recycling capacity on a large scale, ensure the availability of recycled materials, and finalize some technical aspects of the regulations.
Professionals have also called for greater regulatory clarity to enable companies to make more informed decisions. However, they agreed that the lack of definition in some requirements cannot hinder the adaptation process, as the development, testing, and approval of new solutions takes time.
In this process, they emphasized that collaboration among all stakeholders in the value chain will be especially important in a context where companies start from different capabilities, markets, and adaptation paces. They also pointed out that not all companies will need their own laboratories or validation tools; instead, they can rely on a specialized ecosystem that provides them with knowledge, resources, and technical support.
Finally, understanding, investment, and collaboration have been identified as the main keys to tackling a regulation that, in addition to introducing new obligations, can become an opportunity to boost innovation, strengthen the value chain, and develop more sustainable, efficient, and competitive packaging solutions.
