PPWR Requirements Readiness: How MM helps brands prepare for the Packaging and Packaging Waste Regulation

The European Union’s Packaging and Packaging Waste Regulation (PPWR) reforms entered into force on 11 February 2025 and will generally apply from 12 August 2026. The key question is: How many companies are fully prepared for it?

PPWR requirements readiness means understanding how the EU Packaging and Packaging Waste Regulation affects every packaging format, material, SKU and market that a business operates in. For brands, preparation starts with a packaging portfolio audit, followed by gap analysis, prioritisation, solution development and transition, and operational integration.

However, surveys from across Europe have consistently indicated that only a minority of businesses are ready. And, if the 2026 poll of companies in the DACH region is any indication, this is still the case, as 58% of respondents said they were unprepared.

Changing this requires a reevaluation of the way businesses think about packaging compliance, becoming a strategic priority rather than a late-stage decision.

PPWR requirements: from regulation to reality in five steps

Even after it entered into force in February 2025, it has been easy to think of PPWR in abstract terms. A vast, sweeping set of reforms that are in force, but not enforced – at least, until August. After the enforcement deadline, the reality of PPWR will be clear.

It introduces new legislation that impacts every stage of the packaging life cycle, from concept to end-of-life. For brands and converters, these changes create practical questions. Which formats are already compliant? Which materials need to change? Which SKUs carry the greatest regulatory exposure? Which updates can be aligned with planned artwork changes, product launches or supplier reviews?

The MM approach is highly collaborative and designed to help customers answer these questions with confidence and clarity. Our five-step PPWR process is the foundation that customers can build on. This process starts with a comprehensive Packaging Portfolio Audit, and ends with the smooth integration of PPWR-ready solutions.

In short, it uses the expertise from across the MM team to build an evidence-based overview of the customer’s current portfolio. This helps brands avoid two common risks: Overcorrecting packaging that could be optimised with smaller changes, or underestimating non-compliances that only surface when deadlines are closer. It also creates a shared data foundation for internal teams, supporting faster and more aligned decision-making. Given that some of the main early measures introduced by PPWR include enhanced data collection and ppwr labelling requirements, the value of this cannot be overstated.

Integrating PPWR requirements into your operations

This is where the customer-focused approach of the MM team becomes especially relevant. Our expertise-powered innovation model is built around more than product development alone. Its internal materials highlight network, structure, process, service, brand and customer engagement as key areas of innovation, with particular emphasis on supporting customers through material selection, prototyping, sustainability consulting, production and end-of-life scenarios.

This is important, as PPWR requirements readiness cannot be achieved by making individual, isolated changes, nor can it be done by trying to change everything at once. PPWR is not set in stone; it is a system of phased targets and evolving regulations, and the response to it must also be systemic. Businesses need to act strategically, and they need to know which operations to address first.

This is why the expertise of our engineers, sustainability experts and material scientists – and the service they provide – is at the core of our approach. We evaluate each potential packaging change according to regulatory urgency, environmental benefit and implementation effort in order to set realistic priorities. This allows customers to focus first on high-impact, low-disruption changes, often targeting high-volume SKUs or formats already scheduled for refresh.

This matters because regulatory change must be practically integrated into live business cycles. A packaging change that aligns with an artwork update, line conversion, or planned relaunch can reduce duplication and maintain speed-to-market. A change made too late, or in isolation from commercial planning, can increase unnecessary costs and complexity.

PPWR requirements and compliance specialists

PPWR raises the bar, but it also creates an opportunity for brands to improve packaging systems. Better material choices, clearer documentation, lower empty space, improved recyclability and more efficient formats can all support stronger sustainability performance while protecting brand value.

Customers can count on the MM team through this transition, ensuring they can maximise the opportunities presented by PPWR. The most prepared companies will be those that build a clear view of their packaging portfolio, identify the most important gaps, prioritise action intelligently and integrate compliant solutions into future development from the beginning – not those that simply react the fastest to changes.

The PPWR enforcement deadline is approaching fast, but MM’s process exists to make your operations faster. Using expertise, data, and collaborative support, our experts can help customers move from uncertainty to action. PPWR is changing the rules of packaging, and MM’s proactive structured approach offers a stronger foundation for long-term resilience, sustainability and brand performance.