Progress on the path to packaging sustainability: 4 key actions for brands in 2026

The EU’s Packaging and Packaging Waste (PPWR) regulation continues to reshape the packaging landscape. Some have expressed concern around the complexity of those regulations, as well as multiple mandatory deadlines, so it’s easy to see why brands might not know which action to take first.

But progress doesn’t need to stall, and importantly, the European Commission has made clear that the Environmental Omnibus package does not reopen or alter the core provisions of PPWR. As an industry, the direction of travel is clear.

Here are some of the key takeaways from Sustainability in Packaging Europe 2025 (Barcelona) and Sustainable Packaging Summit 2025 (Utrecht) that can support your PPWR readiness and packaging sustainability decisions in 2026.

Takeaway 1: Regulatory clarity drives confidence – and action

PPWR provides a roadmap for packaging circularity in the years to come. Speakers at both events were unanimous in their views: regulation requires clarity, and clarity drives action.

Which was why it was important to hear firsthand from the EU Commission during the Sustainable Packaging Summit, that the PPWR is here to stay and is not impacted by the Environmental Omnibus package. Supported by the full value chain, PPWR also demonstrates that competitiveness and sustainability are not opposing forces.

The arrival of CEN’s Design for Recycling standards for plastic packaging in early 2026 is marking a turning point, replacing over 20 national guidelines with one universal EU standard and creating the basis for PPWR recyclability assessments. Even though the PPWR’s final Design for Recycling rules and A‑B‑C scoring will only land in late 2027, the CEN framework offers a solid, European-aligned foundation that allows brands to move forward with confidence now. Further CEN technical reports for all other major packaging materials will also be published in 2026.

Takeaway 2: We must build capacity for recycled content

By 2030, recycled content must account for 35% of plastic in non-contact-sensitive packaging, and 10% of plastic in contact-sensitive packaging. Meeting these PPWR targets will require significant investment across Europe’s recycling ecosystem.

For instance, Europe’s current flexible packaging post-consumer recyclate capacity (from both mechanical and chemical recycling) is under 2.5 million tonnes (CEFLEX, 2022), far short of the infrastructure needed for future compliance. To achieve recycling rates required to satisfy future demand, total capacity for flexible packaging recycling will need to increase to 8 million tonnes. Advances in technologies like delamination, deinking, smart sorting, and chemical recycling with Naphtha quality will be part of this much needed growth.

The EU Commission’s recently released Winter Package will play a supportive role by strengthening investment conditions for recycling. It announces the introduction of financial support mechanisms, forthcoming dedicated customs codes, and the creation of a market surveillance task force — all designed to increase transparency, improve enforcement, and create a more stable, level playing field for recyclers.

However, policy measures alone are not enough. Building demand is critical. Strong market pull — through brand commitments, long‑term procurement of PCR materials, and strategic design-for-recycling decisions — is what will ultimately secure the investment needed to expand recycling capacity across Europe.

Learn how brands in Europe are incorporating recycled content in their packaging today:

• How Mondelēz International is moving to 80% recycled plastic packaging for Cadbury sharing bars
• 1 in 3 shoppers care about crisp packaging’s impact – see how Amcor and Burts meet this demand

Takeaway 3: Circularity and decarbonization work together

While PPWR readiness was a hot topic at both conferences, decarbonization was also high on the agenda. Importantly, brands’ circular packaging decisions can support their overall decarbonization commitments.

Whether switching out complex multi-material packaging solutions for mono-material recycle-ready options, or incorporating mechanically recycled content to replace virgin resins, brands have options to decarbonize today while also preparing for PPWR commitments. Designing for reduced material use can lower packaging's carbon footprint, while also meeting the minimization goals of the PPWR.

Takeaway 4: Use paper where paper makes sense

Paper plays a crucial role in the circular economy of packaging. It appeals to consumers’ preference for more “natural” materials, and benefits from high recycling rates across Europe, making paper an interesting option for many brands.

In these recent industry conferences, paper experts discussed:

• Sustainability improvements in paper production, supporting the full supply chain’s decarbonization progress.
• New innovations such as Amcor’s dual-end of life paper packaging that meets the criteria to be both recyclable and compostable at its end of life.
• Best practice recommendations for making packaging decisions based on Life Cycle Assessments that compare paper packaging with other materials (rather than simply assuming paper is always better).

As 2025 came to a close, the industry spoke with one voice: collaboration and regulatory clarity are essential to enhance sustainability efforts – both for circularity and decarbonization.

Amcor is committed to helping brands navigate complexity and deliver packaging that meets regulatory requirements, drives circularity, and exceeds consumer expectations.

Let’s work together to make more sustainable packaging a reality and prepare your packaging for PPWR and beyond.

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Note: The information provided in this article is for informational purposes only and should not be taken as legal advice. While we strive to ensure the accuracy of the information as of the date of publication, it is not intended to replace professional legal consultation.