Page 73 - FoodFocusThailand No.242 June 2026

STRENGTHEN
STRENGTHEN THE PACKAGING THE PACKAGING

EU PPWR: A GLOBAL MILESTONE

FOR SUSTAINABLE PACKAGING

The Packaging and Packaging Waste Regulation (PPWR), issued by the European Union under Regulation
(EU) 2025/40, will directly impact the global packaging supply chain, particularly the food and beverage
sector, which relies heavily on plastic packaging. The regulation spans key areas such as design for
recyclability, recycled content targets, the elimination of hazardous compounds (e.g., PFAS), extended
producer responsibility (EPR), and the use of digital tools, including QR codes and digital product passports,
to enhance transparency across the entire packaging life cycle.

As food and beverage exporters are
required to closely monitor this regulation,
this article examines the PPWR’s timeline
and its latest updates.
Japan’s Concerns:
Potential PPWR Impacts on
Exports to Europe
In the EU–Japan discussions on
Technical Barriers to Trade (TBT) earlier
this year, Japan expressed concern
that packaging could shift from a mere
technical component to a “market
entry requirement,” directly affecting
the international competitiveness of
industries, particularly the food and
beverage sector, which relies on
packaging at every stage of the supply
chain.
Japan claims that the PPWR may
have structural repercussions for
manufacturing and export industries, as
it applies not only to specific materials but
has the potential to reset “the standards
of the entire packaging ecosystem”, from
design and manufacturing to recycling,
thereby significantly altering existing
production protocols.
From a policy perspective, this issue
reflects the tension between the EU’s
environmental objectives and its trade
partners’ industrial readiness, driven by
the need to adapt to the evolving legal
framework of the PPWR.

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