[Focus] How should brands respond and prepare for the PPWR (Packaging and Packaging Waste Regulations)?
author: Annie
2025-07-04
A recent survey by UPM Raflatac and Pentawards highlights the challenges facing package designers as they navigate environmental issues and increasing regulations.
With regulations becoming increasingly stringent, packaging sustainability will become a key focus in the coming years. This is particularly true as the EU’s Packaging and Packaging Waste Regulation (PPWR) affects all converters that provide labels and packaging in the EU.
The PPWR sets new standards for packaging suppliers, manufacturers, producers, retailers and waste management companies in dealing with packaging made from any material placed on the EU market, regardless of where it is produced.
Designing packaging that is both sustainable and functional is a complex process that is influenced by a variety of factors, including material choice, functionality, cost and environmental impact. Given these existing challenges, the additional requirements of the EU PPWR beg the question: are brand owners and packaging designers ready to adapt and ensure compliance while maintaining packaging innovation and functionality?
UPM Raflatac, in partnership with Pentawards, has revealed insights from a survey of top packaging designers, highlighting challenges in sustainable packaging design and strategies to overcome them.
The survey results show that while the majority (47%) of designers surveyed feel very comfortable handling design commissions that include sustainability requirements, 43% still say they would like more guidance or information to be fully comfortable with these commissions. This highlights the need for further education on incorporating sustainability into packaging design, with 35% of respondents believing that material guidance would be most beneficial.
The survey results show that while the majority (47%) of designers surveyed feel very comfortable handling design commissions that include sustainability requirements, 43% still say they would like more guidance or information to be fully comfortable with these commissions. This highlights the need for further education on incorporating sustainability into packaging design, with 35% of respondents believing that material guidance would be most beneficial.
Robert Taylor, Sustainability Director at UPM Raflatac and member of the Pentawards jury, said: “While cost has been cited as a barrier to adopting sustainable packaging design, it is important to take a moment to think about what the true cost of not doing so is. In a market where sustainable products are growing twice as fast as other products, we need a holistic approach that considers the total cost as well as the potential for value creation. This is particularly critical as new regulations and green finance come into play, such as carbon taxes, plastic taxes and Extended Producer Responsibility (EPR) charges. Lightweight packaging is one of the most effective ways to reduce impact and cost. Using less raw materials, water and energy, generating less waste or having a more efficient supply chain can save costs while reducing environmental impact.”
He added that the industry needs to understand the true cost of sustainable packaging design and embrace innovations that can help achieve ambitious environmental goals. UPM Raflatac’s approach when working with value chain partners is to ensure they understand the total cost or overall value opportunity of introducing more sustainable solutions.
Taylor stressed: “It’s important to be clear that there are already many sustainable solutions on the market that don’t come with higher costs.”
Brands will have to consider extended producer responsibility (EPR) and various taxes, so it’s important to consider the overall value and cost when making decisions.
Brands will have to consider extended producer responsibility (EPR) and various taxes, so it’s important to consider the overall value and cost when making decisions.
He said: “This means that you can’t simply compare the cost of raw material A to the cost of raw material B, because this no longer tells the whole story.”
Collaboration across the value chain
The survey also revealed that designers working for brands and developing new packaging want more information.
“The survey, conducted in partnership with Pentawards, shows that more than half of designers don’t know enough about sustainability and feel unsure about it,” Taylor said. “Therefore, this presents an opportunity for companies to provide the help designers need, through material guides, training and podcasts, to help them increase their knowledge and make decisions that will ensure future packaging meets regulatory requirements.”
“The survey, conducted in partnership with Pentawards, shows that more than half of designers don’t know enough about sustainability and feel unsure about it,” Taylor said. “Therefore, this presents an opportunity for companies to provide the help designers need, through material guides, training and podcasts, to help them increase their knowledge and make decisions that will ensure future packaging meets regulatory requirements.”
Another demand from designers is for better collaboration across the value chain to explore opportunities around raw materials and their price points. Designers said they would prefer a gradual approach rather than a wholesale change all at once.
Taylor explained that UPM Raflatac has a key role to play as a materials supplier. It can provide packaging designers with tools to incorporate into their creative toolkit. As a material manufacturer, the company’s role is to work with partners across the value chain to identify and deliver tailored products to meet the unique needs of each packaging designer.
Taylor explains: “At UPM Raflatac, creating a future that is no longer dependent on fossil-based materials is at the heart of our strategy, and there are many ways to achieve this. The first step is to reduce packaging, followed by adopting recycled materials and improving material efficiency. Improving recyclability is another key focus area.”
“For example, we have introduced innovative products such as Forest Film and Ocean Action label. They go beyond simply reducing packaging, supporting recycling and effectively addressing climate challenges. Our ‘reduce, recycle, regenerate’ approach not only addresses sustainability issues, but also helps create a more climate-friendly future.”
Regulation drives change faster
The industry is seeing the impact of regulations such as the EU Packaging and Packaging Waste Regulation (PPWR), which aims to reduce packaging waste, improve recyclability, develop markets for recycled materials and promote circular economy models.
Taylor comments: “The most important aspect of the PPWR is that it harmonizes regulations across Europe, providing a level playing field for designers, converters and companies like UPM Raflatac to drive innovation. A lot of work is being done by all parties involved to understand what this regulation means in practical application and to improve their packaging designs accordingly.”
Some leading brands are thinking about what this means for their future packaging designs and exploring what options are available to help them improve the recyclability of their packaging, increase the proportion of recycled materials used, or replace fossil-based raw materials with renewable materials.
chain reaction
The introduction of the Packaging and Packaging Waste Regulation (PPWR) by the European Union will have a greater ripple effect around the world. For example, Taylor said that brands that put product packaging on the shelves of the European market will generally follow similar recycling and recyclable principles for products for the UK market. Similarly, any packaging produced in the UK and sold in Europe must comply with regulations set by European authorities. Over time, European standards are likely to influence packaging industry practices in the UK.
The need to achieve a balance between cost savings, sustainability and consumer convenience will revolutionize the entire flexible packaging industry
Opportunities and challenges--various trends are intertwined, and the packaging industry landscape is being reshaped
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