The EU Packaging and Packaging Waste Regulation (PPWR) has recognized wooden packaging as compliant. Reusable wooden packaging is no longer treated as waste—and that’s a meaningful shift. So, what does this mean in practice for manufacturers and end users? Edita Jogminienė (pictured, below), CEO of wooden packaging manufacturer and provider Analote, advises.
Tighter rules for plastic packaging
The PPWR is designed to cut packaging waste, improve recycling rates, and phase out hazardous materials. It entered into force on February 12, 2025, with full implementation across EU member states required by August 12, 2026.
The regulation reshapes how the packaging market works. It sets stricter sustainability and circular-economy standards, with a clear emphasis on reducing waste, extending packaging reuse, and making recycling more efficient — while also pushing for materials that are safe for people and the planet.
Unsurprisingly, single-use plastic packaging faces the steepest climb. Recycled content requirements will rise, and traceability and reporting obligations will tighten. According to Eurostat, adapting to these changes could cost the logistics sector up to €610 million. As the rules grow stricter, plastic packaging is set to become both more expensive and more complex to manage.
Opportunities for wooden packaging innovation
As companies search for plastic alternatives, many will naturally turn to more sustainable options — wooden pallets, crates, and cardboard. Reusable packaging brings real practical benefits: simpler reporting, a lighter regulatory burden, a more reliable supply, and a clearer path to meeting sustainability targets.
Of course, wooden packaging producers and suppliers will also face changes. In the short term, rising demand may put pressure on supply chains. Demand is likely to grow for high-quality, durable (‘heavy’) pallets, standardized systems (like EPAL), and repair solutions.
At the same time, manufacturers will need to sharpen their offer — tailoring packaging to specific products and logistics requirements. Wood traceability will also move up the priority list. Companies that invest early in process improvements, automation, and customer education around reuse and labeling will be best placed to lead.
There is still time to get ready. The new rules are more demanding, but they are also clear and well-founded. They bring much-needed structure to the market — and the push for sustainability and efficiency is set to drive real growth in reusable, eco-friendly packaging.