Research of British manufacturers and suppliers shows an overwhelming majority are rethinking packaging to comply with new EU rules.
The EU’s PPWR introduces a new framework for packaging circularity, including requirements for recyclability, recycled content and packaging minimisation. Many of the new measures will be phased in over the coming years. 12th August 2026 marks the general application of the new regulation for any business placing packaging on the EU market.
A survey of 200 British businesses throughout non-food supply chains, by logistics company Advanced Supply Chain, revealed that 93% have been affected or expect to be affected by the PPWR.
What the research found
- 16% have already formatted packaging to comply
- 39% are currently making changes to packaging
- 32% are reviewing and assessing packaging formats
- 6% expect to be affected by the PPWR
- Just 7% of businesses reported that the PPWR will have no impact on their packaging.
Stuart Greenfield, UK and European Sales Director at Advanced Supply Chain, commented, “We surveyed businesses across sectors including homewares, fashion, consumer electronics, footwear and many more. The findings show just far-reaching the EU’s new packaging regulation has become.
“Although the PPWR is an EU regulation, it’s not unusual to see businesses applying PPWR principles to packaging used outside the EU. British businesses want to continue trading seamlessly with customers across Europe. Many are standardising packaging formats to support compliance, control costs and simplify retail logistics across multiple markets.”
The impact of extended producer responsibility
As well as adapting packaging to comply with the PPWR, British businesses have also been contending with the impacts of the packaging Extended Producer Responsibility Scheme (pEPR). The scheme has introduced new fees for packaging waste. This shifts the costs of managing packaging waste from local authorities to affected businesses.
Advanced Supply Chain’s research shows the pEPR has increased repackaging requirements for 70% of businesses. 47% have seen growing levels of packaging waste. 37% also reported that the scheme has led to increased packaging errors, further impacting levels of packaging waste.
Packaging manufacturer Duo supplies retailers and brands across the UK and EU. Duo co-owner and commercial director, Anthony Brimelow, said, “We’re seeing a growing number of British businesses prioritise packaging strategies that increase levels of recycled content, rightsize packages and focus on lightweight materials. The PPWR and pEPR are driving this trend. The challenge is ensuring sustainability gains don’t come at the expense of packaging integrity. We expect this to drive innovation in advanced materials that deliver strength and efficiency.”
Stuart Greenfield concluded, “The pEPR is increasing the pressure on businesses to find the right packaging balance across product protection, customer experience, cost control and sustainability. We see this during the pre-retail stages of supply chains, where packaging plays a crucial role in getting products ready for sale.
“As supply chains adapt to the pEPR, we expect packaging waste linked to repackaging to decline. Many businesses are already revisiting their own supplier standards and compliance measures to reduce repackaging requirements, as products move from source of supply through to point of sale.”
