As the European Union’s Packaging and Packaging Waste Regulation (PPWR) begins reshaping the packaging industry, Billerud’s Director of Sustainability & Public Affairs, Johan Ericson, offers insights into what businesses can expect—and how they can prepare.
Johan Ericson, Billerud’s Director of Sustainability & Public AffairsIn a Q&A format, Ericson addresses five critical questions about the regulation’s implications. Chief among the changes is a major shift in recyclability standards. Under PPWR, all packaging sold in the EU must be recyclable by 2030. Packaging will be graded A, B, or C based on design-for-recycling criteria, with minimum recyclability thresholds of 95%, 80%, and 70% respectively. By 2038, only grades A and B will be permitted.
“These requirements not only raise the bar for design, but also for real-world recycling performance,” Ericson explains. “Materials must be recycled at scale—not just recyclable in theory.”
Industries that use complex, multi-layered, or composite packaging will face the greatest challenges, especially where recycling infrastructure remains limited. Ericson encourages companies to audit their current packaging and begin the transition to more circular, streamlined alternatives.
Billerud, which offers fiber-based renewable packaging materials, supports its customers by providing solutions aligned with PPWR. “We help businesses future-proof their packaging without compromising performance,” says Ericson.
His key message: act early. “The shift toward circular packaging is already in motion. Companies that delay may face higher costs or market restrictions.”
As the 2030 and 2038 deadlines approach, understanding and adapting to PPWR will be crucial for packaging producers, brand owners, and retailers across Europe.
Billerud is a leading provider of fiber-based packaging materials and solutions, headquartered in Sweden. The company focuses on renewable, recyclable, and high-performance materials used in applications such as food packaging, consumer goods, and industrial products.
