If you sell packaged products in the European Union, 2026 is a turning point. The EU Packaging and Packaging Waste Regulation (PPWR) — Regulation (EU) 2025/40 — started to apply on 12 August 2026. It replaces the old Packaging Directive with one set of rules that applies directly in every EU member state.
For brands, importers and wholesalers that buy custom plastic bags and pouches, the PPWR changes how packaging should be designed, documented and labelled over the next decade. Here is a practical overview.
This article is general information, not legal advice. Always confirm requirements for your specific products with a compliance specialist.
Why the PPWR Matters for Flexible Packaging
Under the previous directive, each EU country wrote its own rules. The PPWR is a regulation, so the same requirements apply everywhere in the EU. It covers essentially all packaging placed on the EU market — including pouches, bags, films and mailers — no matter where it was manufactured.
That means packaging you source from overseas suppliers must meet the same requirements as packaging made in Europe.
Key PPWR Dates at a Glance
| Date | What changes |
|---|---|
| 12 August 2026 | PPWR applies; restrictions on PFAS in food-contact packaging take effect |
| 12 February 2027 | QR-code / identification requirements linked to EPR schemes begin |
| 2028 | Harmonized EU labels showing material composition start to apply |
| 1 January 2030 | All packaging must be recyclable (performance grades A, B or C); first minimum recycled-content targets for plastic packaging; maximum empty-space ratio rules for e-commerce and transport packaging |
| 1 January 2038 | Only recyclability grades A or B allowed |
| 1 January 2040 | Higher recycled-content targets for plastic packaging |
1. Recyclability: Design for Recycling Starts Now
From 2030, packaging placed on the EU market must be designed for recycling and meet a minimum recyclability grade. From 2038, the bar rises to grades A or B only.
For flexible packaging, this is the biggest change. Many traditional pouches combine materials that cannot easily be separated — for example PET / aluminum foil / PE. These structures are likely to struggle under future recyclability grading.
What you can do now:
- Review your current pouch structures and identify multi-material laminates.
- Test mono-material alternatives such as all-PE or all-PP pouches with barrier coatings.
- Reduce unnecessary components (extra layers, metallized films, mixed-material zippers) where your product allows it.
Learn more in our guide: Mono-Material vs. Laminated Pouches.
2. Recycled Content in Plastic Packaging
From 2030, plastic packaging must contain a minimum share of recycled plastic, with higher targets from 2040. The targets differ by packaging type, and contact-sensitive packaging (such as food packaging) has its own, lower targets.
For food-contact pouches, using recycled content is technically more complex because of food safety rules. Start discussing options with your packaging supplier early, so you have time to test materials and documentation.
3. PFAS Restrictions for Food-Contact Packaging
From 12 August 2026, food-contact packaging must not exceed set limits for PFAS (“forever chemicals”). PFAS are sometimes used for grease resistance, particularly in paper-based packaging.
If you buy kraft-paper pouches or grease-resistant bags for food, ask your supplier to confirm that no PFAS are intentionally added and to provide supporting test reports.
4. Labelling and Digital Identification
The PPWR introduces harmonized labels that tell consumers what a package is made of and how to sort it. QR codes and digital identification linked to extended producer responsibility (EPR) schemes are also being phased in.
Practical tip: keep space in your pouch artwork for future sorting labels and QR codes, so you don’t have to redesign every SKU later.
5. Minimizing Packaging and Empty Space
The regulation requires packaging weight and volume to be reduced to what is necessary for function. For e-commerce and transport packaging, a maximum empty-space ratio applies from 2030.
Flexible packaging has a natural advantage here: pouches and poly mailers are lightweight and conform to the product. Right-sizing your bag dimensions is an easy win.
A Simple PPWR Action Plan for Packaging Buyers
- Audit every packaging SKU you sell into the EU: material structure, weight, food-contact status.
- Prioritize high-volume SKUs that use multi-material laminates.
- Request compliance documentation from suppliers (material declarations, food-contact compliance, PFAS statements).
- Sample and test recyclable mono-material alternatives with your actual product.
- Update artwork templates to leave room for future labelling requirements.
- Review annually as the European Commission publishes implementing and delegated acts with detailed criteria.
FAQ
Does the PPWR apply to packaging made outside the EU?
Yes. It applies to packaging placed on the EU market, regardless of where it was produced.
Are plastic stand-up pouches banned under the PPWR?
No. Plastic pouches are not banned, but from 2030 they must meet recyclability requirements, and plastic packaging will need minimum recycled content.
When do I need to switch to recyclable pouches?
The recyclability requirement applies from 1 January 2030, but because testing and approval take time, many brands are starting the transition now.
Prepare Your Packaging With Heyi Custom Bags
Heyi Custom Bags manufactures custom plastic packaging bags for brands and wholesalers across the US and Europe, including recyclable mono-material options. We can review your current structures, suggest alternatives and send samples for testing.
Talk to Our Packaging Team →
Related: Recyclable Packaging · How to Choose the Right Material Structure for Your Packaging Bag