By 2030, all packaging in the European Union must be designed for recycling. This mandate is set in place by the Packaging and Packaging Waste Regulation (PPWR), a law that transforms how consumer brands design, source and sell product packaging in the EU and abroad.
Design for Recycling (DfR) is a fundamental framework that grades the recyclability of materials. Packaging that receives an A rating is ≥95% recyclable, B is ≥80%, and C is ≥70%. Any material that is less than 70% recyclable will be phased out by 2030.
PPWR’s provisions became directly applicable law on Aug. 12, 2026. Under the new mandate, paperboard is considered the most natural fit for the circular future of reusing, reducing and recycling. According to a 2023 Eurostat statistic, 87% of paperboard packaging is recycled in Europe versus a mere 42% of plastic packaging. New and recycled paperboard is made into innovative packaging that is distributed to brands and retailers for their consumers.
Consumer brands that adapt to the mandate early on and embrace materials such as paperboard will be better prepared in the long run. They will gain an upper hand in a market where sustainability is rapidly becoming the global baseline.