New European rules encourage sustainable packaging
Packaging waste is a growing environmental problem in Europe. The amount of packaging waste increased from 66 million tonnes in 2009 to 84 million tonnes in 2021. This trend threatens resources, ecosystems, and contributes to climate change. In response, the EU adopted the revised Directive (EU) 2018/852 in 2018. This directive promotes the circular economy and emphasizes waste prevention, reuse, and recycling of packaging materials.
Three pillars of the new directive
The revised legislation focuses on:
• Waste prevention: less and more efficient packaging.
• Increased recycling targets: such as at least 55% recycling of plastic and 85% of paper per material type.
• Extended Producer Responsibility (EPR): producers must design recyclable packaging and contribute to its collection and processing.
What is a packaging unit?
The ‘packaging unit that reaches the consumer’ is the smallest packaging unit in which a product is sold, such as a jar of cream or a bottle of shampoo. This must comply with:
• correct listing of ingredients (such as fragrance allergens),
• clear waste sorting information,
• compliance with environmental rules, including reusability, recyclability, and efficient material use.
A project for structural change
The project “Circular Packaging: EU Directive 2018/852 in Practice” supports companies in the packaging chain in understanding and applying the new directive. Companies are equipped with knowledge and practical tools to make their packaging more sustainable and compliant with the new requirements.
Key results and activities
• Guideline for companies: a practical guide with concrete tips on eco-design, waste sorting, and return logistics.
• Impact analysis: baseline measurement of packaging use at participating companies and recommendations for reduction and reuse.
• Workshops and training: interactive sessions for producers and retailers focused on collaboration and knowledge sharing.
• Policy recommendations: advice to policymakers and industry organizations on eco-modulation of EPR fees and supply chain collaboration.
Collaboration as the key to success
The project brings together diverse parties:
• Producers and importers, responsible for design and financing of recycling.
• Retail and distribution, who influence packaging choices and can activate consumers.
• Governments and regulators, who ensure compliance and enforcement.
• Waste and recycling companies, essential for achieving recycling targets.
This collaboration strengthens the movement towards circular packaging systems and contributes to sustainable development goals.
