The European Union is stepping up the pressure on single-use packaging and sees an important role for reusable and refillable packaging. In this article we will set out the main provisions around reuse from the new Packaging and Packaging Waste Regulation (PPWR), which will have a major impact on several sectors.
What do we mean by reusable packaging?
Packaging placed on the market after 11 February 2025 is considered reusable by PPWR if:
1. it has been conceived, designed and marketed for reuse multiple times;
2. it has been conceived and designed to perform as many rotations as possible under normally predictable operating conditions;
3. it is compliant with applicable consumer health, safety and hygiene requirements;
4. it can be emptied or unloaded without incurring damage that prevents its use or reuse;
5. it can be emptied, unloaded, refilled or reloaded without impairing the quality and safety of the packaged product and the applicable safety and hygiene requirements, including food safety requirements;
6. it can be restored without detracting from its intended function;
7. it allows labelling and information on the characteristics of that product and on the packaging itself, including relevant instructions and information to ensure the safety, proper use, traceability and shelf life of the product;
8. it can be emptied, unloaded, refilled or reloaded without endangering the health and safety of those responsible for it, and
9. it is compliant with the recyclability requirements of Article 6 so that it can be effectively recycled at the end of its useful life.
Ambitious targets for different sectors
The PPWR sets out the following targets:
- By 2030, 40% of transport packaging – including e-commerce – must be reusable. By 2040, that figure has to rise to 70%. Exceptions apply to some materials, such as cardboard. Transport packaging circulating within a company's European sites must be 100% reusable by 2030.
- At least 10% of grouped packaging used to assemble (packaged) products into a stock or inventory unit must be reusable by 2030, and 25% by 2040.
- At least 10% of all beverage packaging offered for retail in shops larger than 100 m2 must be reusable by 2030. By 2040 this figure must be increased to 40%. There are exceptions, however, including for wine, spirits and dairy products.
- From February 2028, catering outlets (horeca) must offer a reusable packaging option for takeaway meals. From 2030, they must aim to offer 10% of products for sale in reusable packaging.
Qualitative requirements for reusable packaging
The PPWR not only sets percentages, but also qualitative requirements for reusable packaging. The packaging must be able to cope with a minimum number of rotations which is still to be determined, and they must also be included in a formal reuse system. The concrete rotation requirements will be developed into European standards and additional implementing rules in early 2027.
Europe will also introduce a uniform reuse logo in August 2026, which must be displayed on packaging. For so-called closed-pool systems, a data carrier (such as a QR code) must also be included on the packaging indicating where it can be returned.
What about refill systems?
In addition to reuse, the PPWR also promotes refill systems. Consumers bring their own packaging to the point of sale or fill a reusable packaging – which is part of a return system – at a refill station.
The PPWR has the following objectives:
- From 1 January 2030, shops larger than 400 m² must aim to provide 10% of their area for refill stations (for food and non-food).
- From February 2027, catering establishments must offer consumers the option of bringing their own packaging or containers (Bring-Your-Own). They should also clearly inform customers of this possibility.
The packaging may also be filled by an employee of the company, which is not liable for any hygiene or food safety issues resulting from the use of containers provided by the end user.
What can you already do today?
- Analyse which reusable (or refillable) solutions are realistic for your business.
Consider each flow: which formats can be standardised, what are the processes like, where is pooling possible, how can return logistics be organised, what is the impact on hygiene, food safety and operational activities, how do you involve the consumer in the story? - Involve your partners in the chain. Reuse only works if producers, distributors, logistics partners and customers work closely together. Still looking for a good partner? Then be sure to check out our Reduce & Reuse MatchMaker.
- Reuse and refill make your business future-proof. Reusable packaging is not only more sustainable, but can also lead to operational, logistical and economic benefits in the longer term.
How can Fost Plus help you?
Our Reduce & Reuse Team helps companies to make the switch to reusable and refillable packaging. By investing in circular solutions today, you are not only building a more sustainable model, but you are also making your business future-proof. Contact our team.