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New EU Packaging and Packaging Waste Regulation (PPWR): What companies need to know now and how to reduce packaging costs
New EU Packaging and Packaging Waste Regulation (PPWR): What companies need to know now and how to reduce packaging costs
by Anna Ullmann on Jun 10, 2026Packaging is more than ever in the spotlight of politics, businesses, and consumers.
With the new European Packaging Regulation, the PPWR (Packaging and Packaging Waste Regulation), the European Union aims to reduce packaging waste, promote recycling, and strengthen the circular economy.
The regulation has already come into force and will gradually become effective from August 12, 2026. Companies that use, manufacture, import, or place packaging on the market should familiarize themselves with the new requirements early on.
In a nutshell
From August 12, 2026, the PPWR will progressively oblige companies to use recyclable packaging and less material. An underestimated immediate measure: processing used cardboard in the company itself into packaging padding instead of buying new filling material.
PPWR at a glance
The new EU Packaging Regulation aims to reduce packaging waste, increase recycling rates, and promote the reuse of materials. By 2030, packaging on the European market should generally be designed to be recyclable.
For companies, this means that packaging will be increasingly considered from economic, ecological, and regulatory perspectives.
Why the EU is acting
The figures clearly show why packaging is becoming increasingly important at the European level.
79.7 million tons of packaging waste per year
According to Eurostat, around 79.7 million tons of packaging waste were generated in the European Union in 2023. This corresponds to an average of around 178 kilograms of packaging waste per inhabitant.
Paper and cardboard dominate the packaging market
With around 40.4 percent, paper and cardboard packaging represent the largest packaging sector in Europe. Plastic follows with a significant distance.
Packaging consumes enormous resources
According to the European Commission, around 50 percent of total paper consumption and about 40 percent of all plastics in Europe are used for packaging.
Why this is important: Packaging not only incurs costs during purchase. It ties up raw materials, storage space, transport capacities, and generates significant amounts of waste.
The main goals of the PPWR
The new regulation pursues several goals simultaneously:
- Less packaging waste
- Better recyclability
- More circular economy
- Reduced use of new raw materials
- Higher recycled content
- Uniform labeling
- Avoidance of unnecessary packaging
By 2030, packaging on the European market should generally be recyclable. At the same time, companies should design packaging more efficiently and reduce material consumption.
What does the new packaging regulation mean for companies?
Many companies initially think of new regulations and additional documentation requirements.
In fact, economic opportunities arise at the same time:
Challenges
- New packaging requirements
- Increasing sustainability expectations
- More focus on recyclability
- Documentation requirements
Opportunities
- Reduced material consumption
- Lower packaging costs
- Lower disposal costs
- More efficient shipping processes
The underestimated resource: used cardboard
In almost every warehouse, cardboard boxes accumulate daily:
- Supplier packaging
- Incoming goods
- Shipping cartons
- Shipping boxes
Most of them end up in the waste paper bin after a single use.
Yet many companies already possess the raw material they need for their own packaging material.
From cardboard waste to packaging material
The HSM ProfiPack C400 offers a particularly interesting solution.
The machine processes used cardboard into high-quality packaging and cushioning material.
Instead of disposing of cardboard boxes and simultaneously buying new filling material, new packaging material for shipping is created directly within the company.
The result
- Less packaging waste
- Lower disposal costs
- Less plastic cushioning
- Reduced material purchasing
- More circular economy
Precisely this idea aligns with the core principles of the PPWR: using existing resources longer and reducing packaging waste.
HSM ProfiPack C400 at Wiepa
Transform used cardboard boxes directly into high-quality packaging and cushioning material.
To the HSM ProfiPack C400Practical example: 200 to 300 euros savings per month
Austrian online retailer myProduct.at was looking for a more sustainable alternative to conventional filling material.
By reusing existing cardboard as packaging material, the company plans to save around 200 to 300 euros per month. At the same time, the amount of packaging waste will significantly decrease.
Annual potential: 200 to 300 euros per month corresponds to around 2,400 to 3,600 euros in savings per year.
Other companies report positive results
WUSTEC
Cable assembler WUSTEC ships around 8,000 packages annually. Since the introduction of ProfiPack, practically no filling material needs to be purchased. According to the company, the investment paid for itself after about a year.
MotorNuts
British spare parts retailer MotorNuts replaced bubble wrap and other packaging materials with self-produced cardboard padding. The company reports monthly savings and a payback period of a few months.
Which companies benefit from a cardboard shredder?
- Online retailers
- Industrial companies
- Wholesalers
- Logistics companies
- Spare parts retailers
- Shipping departments
- Warehouse operators
Conclusion: The cheapest packaging is often already in the warehouse
The new EU Packaging Regulation increases the pressure on companies to use packaging more sustainably and resource-efficiently.
At the same time, new opportunities arise. Those who view cardboard not as waste but as a raw material for new packaging material can reduce packaging costs, lower disposal efforts, and actively contribute to the circular economy.
The HSM ProfiPack shows how a daily waste product can turn into an economic advantage.
Frequently asked questions
When does the PPWR become binding?
The regulation is already in force and will gradually become effective from August 12, 2026.
Does the PPWR also affect small businesses?
Basically, it affects all companies that use, manufacture, or place packaging on the market, regardless of size; the specific scope of obligations depends on their role in the packaging cycle.
How does the PPWR relate to the reuse of cardboard?
Both pursue the same principle: keeping resources in circulation longer instead of consuming new raw materials; the reuse of cardboard is therefore a directly implementable immediate measure.
Further Wiepa guides
Reducing packaging costs: How companies can meaningfully reuse cardboard waste
Packaging material for online shops and businesses
