What the EU PPWR means for food and supplement brands in 2026

The EU Packaging and Packaging Waste Regulation (PPWR) replaces Directive 94/62/EC with a directly applicable regulation across all EU member states. Formally adopted in 2024, requirements phase in through 2030. The core ambitions: reduce packaging volumes, mandate minimum recycled content, require all packaging to be recyclable by 2030, restrict certain formats, and introduce reuse requirements for some categories.

What it means for supplement brands

Recycled content. By 2030, plastic packaging must meet minimum recycled content percentages by type. Brands using PET, HDPE, or PP containers need supplier documentation to prove compliance.

Recyclability. All packaging placed on the EU market must be recyclable by 2030. Laminated foil pouches, multi-material blister packs, and non-recyclable coatings will need redesign or phasing out.

Packaging minimisation. Maximum empty space ratios apply to grouped and transport packaging. Large secondary cartons relative to primary container size are a risk area for supplement brands.

Recyclability labelling. New mandatory on-pack recyclability labels, harmonised across the EU, are required. These sit alongside product labelling on the same pack.

Timeline

Transitional requirements are phasing in from 2025. Full recyclability and recycled content mandates take effect in 2030. Brands entering the EU now should design to 2030 standards, not just current ones. Packaging compliant today may need redesign in 3 to 4 years.

What to do now

Audit EU-facing packaging by material and format. Brief suppliers on recycled content documentation. Review secondary packaging void space ratios. Incorporate PPWR labelling into the next artwork revision. Flag composite or non-recyclable formats for reformatting. Brands that plan now avoid a forced overhaul in 2028 to 2029.

Taama covers label and packaging compliance for food and supplement brands in the EU and across 18 markets. See our EU coverage