Packaging strategy

Mapping your packaging

Sustainable packaging is receiving increasingly more attention in Europe. And with good reason: half of all marine litter consists of packaging, and nearly 40% of all European plastic is used for packaging. For businesses, sustainable packaging is therefore not just an environmental issue, but also a strategic choice. It reduces environmental impact, saves raw materials and may lower costs, for example in procurement and waste contribution fees.

Furthermore, legislation is changing rapidly. With the Packaging and Packaging Waste Regulation (PPWR), the EU is imposing stricter requirements on all packaging placed on the market. These include minimum percentages of recycled material, banned substances such as PFAS, requirements for recyclable design and mandatory declarations of conformity. Companies also pay a levy per kilo of packaging they place on the market.

To stay prepared, limit risks and avoid unnecessary costs, it is important to start working on sustainable packaging now. A clear packaging strategy supports compliance with the PPWR while making packaging smarter, cleaner and future-proof.

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This is how we do it – your own action plan in three steps

1. Creating an overview

We actively clarify roles and responsibilities for each packaging unit. In doing so, we determine whether your company acts as, for example, a manufacturer, importer or distributor, and whether you are a producer under the PPWR. To ensure this, we organise and facilitate a targeted knowledge session for procurement and logistics. In this session, we clearly explain the legislation and make the responsibilities for each role explicit for the organisation.

2. Determining data requirements

We systematically map out the information requirements under the PPWR for each packaging unit. We then translate these requirements into specific information requests for suppliers. Together with relevant departments, such as procurement, logistics and sustainability, we agree on what data is required, who will provide it and where gaps exist. In this way, we create clarity, prevent duplication of effort and lay a solid foundation for compliance, reporting and further optimisation.

3. Analysing reduction opportunities

We conduct a targeted analysis of how we can reduce both the environmental impact of packaging and packaging costs. Through a hotspot analysis on both the procurement and sales sides, we identify the greatest opportunities for improvement. We compile these insights into an overview of concrete reduction measures. Based on this, we formulate a clear reduction strategy that complies with the PPWR whilst also contributing to cost savings and sustainability targets.

When does the PPWR come into force?

The Packaging and Packaging Waste Regulation (PPWR) came into force on 12 February 2025. Most obligations apply from 12 August 2026. From that date, companies placing packaging on the EU market must comply with the core requirements of the PPWR, with additional obligations phased in until 2030 and beyond.

Which roles are defined under the PPWR?

For the PPWR, you must determine your role for each packaging unit. You may be a supplier, manufacturer, importer or distributor. You must also determine whether you are the producer of the packaging.

What packaging information do I need to collect for the PPWR?

To comply with the PPWR, reliable packaging data is required, in collaboration with your suppliers and customers. This includes data on, amongst other things, material composition, weight, reusability, recyclability and recycled content. The data is required for labelling, declarations of conformity and reports in the producer register.

What is extended producer responsibility (EPR)?

Extended producer responsibility means that the party placing a product or packaging on the market is responsible for its entire life cycle, including the waste phase and recycling. For the PPWR, this means, for example, that the producer must register how much packaging material is placed on the market and also pay a waste contribution for this.

Get started with your own team

We firmly believe in teamwork. We customise our strategic long-term projects, according to the needs of your company or organisation. We form a dedicated team of three to six experts, diverse and resilient in nature. They work together to guide your organisation from the development stage to the implementation stage. This way, we safeguard quality and guarantee the continuity of your sustainability initiatives. Want to make an impact together?

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