The PPWR is transforming reusable packaging from a sustainability issue into a management task for many companies. It is not just a matter of meeting the new requirements – but of identifying where reuse can be the more economically viable model.

The Packaging and Packaging Waste Regulation (PPWR) provides a clear regulatory framework for reusable packaging. From 2030, specific reuse requirements will apply to certain transport and retail packaging. For many companies, the question is therefore no longer whether they need to address reusable packaging, but how.

The obvious response is a compliance programme: assessing which areas are affected, meeting quotas and minimising risks. Whilst this is necessary, it is not sufficient from a strategic perspective. This is because, when used correctly, reusable packaging can reduce packaging costs, standardise processes and create additional transparency in the supply chain.

The business case lies in the system, not in the packaging

Reusable packaging does not in itself constitute a functioning returnable system. What matters is what happens after use:

How is the packaging returned? Who owns it? How is it inspected or cleaned? What are the levels of shrinkage and damage? And how many cycles does it actually complete?

This changes the economic logic. Instead of simply comparing the unit price, companies should look at the total cost per use. This includes purchase and depreciation, as well as return transport, cleaning, handling, storage, repairs and losses – minus the avoided costs of single-use packaging. Only this holistic view reveals whether reuse offers a robust business case.

Closed B2B cycles are often particularly attractive – for example, between production plants and suppliers, or between central warehouses and branches. In such cases, the start and end points are clear, goods flows are recurring and return transport is often already in place. Packaging can be returned more reliably, turnaround times measured and stock levels better managed.

In open supply chains with many recipients, long distances or low return rates, however, the additional logistics costs can quickly erode any potential benefit. A good reuse strategy therefore does not begin with the packaging, but with an analysis of the goods flows.

There are three questions companies should answer now

1. Where are we affected by the regulations?

Which packaging formats, business areas and goods flows fall under the relevant PPWR requirements? Without a robust baseline, it is almost impossible to prioritise the need for action and investment.

2. Where is reusable packaging economically viable?

Key factors include volume, transport distance, returnability, turnover rate, loss rate and existing reverse logistics.

3. Where is it worth going beyond compliance?

The regulation sets the minimum standard. In suitable cycles, reuse can go much further – if this reduces procurement, standardises processes or cuts logistics costs.

The PPWR increases the pressure to act on reusable packaging. However, companies should not treat this as an isolated packaging project. The competitive advantage stems less from the packaging itself than from the improved system behind it: high circulation rates, efficient return processes, low losses and transparency throughout the cycle. The regulation creates the pressure to act. The business case determines how far companies should go.

How we can help

1cc: We translate PPWR requirements into specific areas of action, assess the impact and provide support with compliance and implementation decisions.

TechProtect: We support the operational implementation – from return processes to transport, collection and take-back. In this way, regulatory requirements and a functioning reusable system work hand in hand.

Where does the potential for reuse lie in your supply chain?

Let’s work together to identify where the PPWR creates a specific need for action and where a regulatory requirement can be turned into an economically attractive reusable system.