Rules by country / Europe / EU packaging regulation (PPWR)
EU packaging regulation (PPWR): what it costs your range
The EU's packaging regulation applies from 12 August 2026. New labels follow in 2028, and from 2030 plastic drinks bottles need 30% recycled plastic and a share of drinks must be sold in reusable packs. We work out what each change costs your products and how to price for it.
A cost pass-on plan for the packaging rules
What each packaging change costs every product, which costs to pass on, and the pack mix that carries the targets best.
- What each packaging change costs every product, from 2026 to 2030
- Which costs to pass on, product by product, and how sure we are
- The pack mix that carries recycled content and reuse targets best
- A plan by retailer and country, and an Excel model
How your results look
| Change | Cost a pack | Our advice |
|---|---|---|
| 30% recycled plastic, 500ml bottle | +1.2 cents | Pass on in full |
| New sorting labels by 2028 | One-off | Combine with the next redesign |
| 10% of drinks in reusable packs | Varies by channel | Start with kegs and crates |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Cost pass-on plan
- What each packaging change costs each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with the packaging changes
- Everything in the cost pass-on plan
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about €2,400). Prices are fixed in pounds sterling; amounts in euros are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
The cost of each change, what to pass on and a price plan, walked through with your team.
EU packaging regulation: the detail
Open only what you need.
- Law
- Regulation (EU) 2025/40 on packaging and packaging waste, in force since 11 February 2025, applying from 12 August 2026
- From 12 August 2026
- Declarations of conformity for packaging, and a ban on intentionally added PFAS in food-contact packaging
- From 12 August 2028
- Harmonised sorting labels across member states
- Deposit return
- Member states that miss the collection targets must run deposit return for single-use plastic bottles and metal cans from 2029
- From 2030
- At least 30% recycled plastic in single-use plastic drinks bottles (65% by 2040), at least 10% of drinks such as water, soft drinks, juice and beer sold in reusable packaging, and recyclable design for all packaging
Pass it on
Raise the price where shoppers barely react, product by product.
Absorb it
Take the cost where a rise would push a product past a key price point.
Change the pack mix
Move volume to packs that meet the targets at the lowest cost.
When does the EU packaging regulation apply?
Most of it from 12 August 2026. Harmonised labels follow on 12 August 2028, and the recycled content and reuse targets from 2030.
What does PPWR mean for plastic drinks bottles?
From 2030 they need at least 30% recycled plastic, rising to 65% by 2040, and recyclable design.
What are the PPWR reuse targets for drinks?
From 2030, at least 10% of drinks such as water, soft drinks, juice and beer must be sold in reusable packaging.
Will PPWR require deposit return schemes?
Yes, for single-use plastic bottles and metal cans from 2029, in member states that miss the collection targets.
How much does a cost pass-on plan cost?
A review of up to 10 products has a fixed price from £7,500 (about €9,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about €21,000). It starts with a free 15-minute call.
Do you work with brands across the EU?
Yes. We work remotely and in English, under NDA, and can plan prices for every market in one project. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- Baker McKenzie, EU Packaging and Packaging Waste Regulation
- CMS, the EU Packaging and Packaging Waste Regulation: what businesses need to know
- TraceOne, what 12 August 2026 means for PPWR
Checked on 25 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.