Samira Nicolo
Senior Executive, Retail Ireland
As the EU Packaging and Packaging Waste Regulation (PPWR) takes effect, Irish retailers face a new era of circular economy mandates.
The EU PPWR marks a major shift in Europe’s approach to packaging sustainability, introducing significant new legal obligations for Irish retailers. Many packaging measures that were previously considered best practice will now become mandatory requirements, affecting products sold across the EU, including in Ireland.
Changes to packaging rules
The regulation represents one of the most significant changes to packaging rules in decades. Its goal is to reduce packaging waste, improve recyclability and support the transition to a more circular economy. Retailers and suppliers will need to adapt packaging designs and materials to meet these new standards over the coming years.
For businesses, this could include reducing unnecessary packaging, increasing the use of recyclable materials and ensuring packaging is easier for consumers to sort and recycle. Certain packaging formats may also face restrictions as the regulation is phased in.
Understanding retailer obligations
The PPWR places greater responsibility on businesses that place packaged products on the market. Retailers will need to demonstrate that products sold in their stores are moving towards compliance with the new requirements. Ultimately, packaging that fails to meet the standards will no longer be permitted.
For own-brand products, retailers will take on responsibilities similar to those of a manufacturer. This includes maintaining records that demonstrate compliance, gathering detailed information on packaging materials and retaining supporting documentation that may be required by regulators.
The regulation represents one of the most significant
changes to packaging rules in decades
Overcoming implementation challenges
While the objectives of the regulation are widely supported, implementation presents challenges. Uncertainty around some of the technical details, including harmonised waste-sorting labels and Digital Product Passports, makes it difficult for businesses to finalise packaging designs and update systems. Retailers also face the challenge of collecting compliance information from complex global supply chains.
Practical steps for readiness
[1] To prepare for PPWR requirements, retailers should focus on three key actions:
[2] Assign clear internal ownership for managing compliance records and declarations.
[3] Review packaging portfolios to understand the materials currently in use and identify areas requiring change.
[4] Work closely with suppliers to obtain the testing, material and compliance information required under the regulation.
