Exporters take note. The European Union is tightening up its rules on sustainable packaging, affecting all imported goods to EU member states.
One key goal that will be felt across the supply chain is phasing out needless packaging over the next five years.
This means no more unnecessary layers, double walls, false bottoms and other adornments by 2030. The EU is also setting new benchmarks to limit the space taken up by air and packing materials around the product.
“It’s essential to reduce whatever we do,” urged Steven Baumgaertner, Chairman of the European Associations Cooperation, an umbrella body for national trade associations representing promotional products.
“Less is more,” emphasised Mr Baumgaertner, who is also CEO of Cybergroup International, a German distribution agency. “It’s not a nice-to-have anymore. It’s a rule. It will come up and it will have a big impact.”
Mr Baumgaertner was one of several experts reviewing how companies can prepare for the changes ahead during a dedicated panel discussion at lifestyle fairs Home InStyle and Hong Kong Gifts and Premium Fair, which were recently held concurrently in Hong Kong.
The EU’s new Packaging and Packaging Waste Regulation (PPWR), which replaces the trading bloc’s current Packaging Directive, came into force in February.
The new regulation will be applied next year following an 18-month transition period. Some provisions will be implemented on a staggered basis between 2026 and 2040.
Companies should keep a close watch on ongoing developments and promptly implement proposed changes to give themselves time to adjust, suggested Raymond Leung, Senior Accreditation Officer at the Innovation and Technology Commission’s Hong Kong Accreditation Service.
“Proactive compliance planning can help local businesses prepare effectively,” Mr Leung highlighted, adding that testing and certification partners can help keep companies updated on the latest changes.
More waste than ever
The PPWR represents a major upgrade on the EU’s current requirements, prompted by a surge in packaging waste.
Recycling efforts haven’t been able to keep up with the rise in home deliveries as more people shop online. On average, Europeans generate half a kilo of packaging waste per person every day. At the same time, discarded packaging makes up one third of municipal solid waste in European landfills.
To get European sustainability ambitions back on track, the PPWR has mandated stricter rules on packaging design, re-use and waste management.
The new regulation stipulates that all packaging must be recyclable or reusable in an economically viable way by 2030. It also specifies targets for packaging recycling as well as incorporating recycled materials.
New criteria limiting the use of harmful chemicals include new rules for PFAS, synthetic chemicals that have many uses, including waterproofing for food packaging.
PFAS compounds have been nicknamed forever chemicals, as they take a long time to break down once they enter the environment. This has spurred the EU to crack down on them.
The new rules place an additional burden on companies within the supply chain, noted Wallace Luk, a Regional Key Account Manager within the Product Retail Team at TÜV Rheinland Greater China, a company offering testing and inspection services.
“It will be the manufacturer’s or importer’s responsibility to prove whether the packaging material contains the PFAS chemical or not,” Mr Luk said.
Moves to a circular economy
PPWR also steps up obligations to use more recycled plastic in packaging, while reining in single-use plastics.
Plant-based bioplastics are one possible option. They are easier to recycle than traditional plastics and have a smaller carbon footprint than alternative materials, such as wood, glass or metal.
Unlike synthetic plastics, they are also non-toxic and don’t generate micro-plastics, pointed out Linda Lee, Managing Director, Asia for BioLogiQ, a US-based bioplastics specialist.
Companies can deploy plant-based plastics gradually, helping them navigate changes in design, cost and functionality – as well as the consumer experience – while meeting regulatory requirements, Ms Lee noted.
“More technological advancements will evolve, contributing to the development of sustainable practices in the consumer goods industry,” she said.
The PPWR reflects the EU’s focus on circular economy principles that aim to maximise the useful life of products and their components.
Industrial and commercial players should follow this trend, recommended Steven Choi, Chief Operating Officer of the Green Council, a UN-accredited nonprofit that promotes environmentally friendly practices.
“Think of it as a loop, where products are designed to have multiple lives,” Mr Choi stated.
“This is not just in theory,” he continued. “This is a practical solution to resource scarcity and waste. In Hong Kong, we all know that landfill space is limited. Embracing a circular economy is not just beneficial, but necessary.”
The Hong Kong Trade Development Council, which organised Home InStyle and the Hong Kong Gifts and Premium Fair, has outlined key details of the PPWR here.
