Retailers and wholesalers are important users of packaging, closely monitoring the revision of the proposed regulation on packaging and packaging waste (PPWR), states Eurommerce, which puts forward concrete proposals to improve the new European Packaging Regulation.

A rushed vote

The European Commission's proposal was published last November with the general aim of reducing the quantity of packaging and its environmental impact by promoting the use of more reusable and recyclable packaging. The European Parliament will vote on this crucial regulation while member states are still debating their position.

Retailers and wholesalers support harmonizing EU regulations for packaging and a true single market for waste, as it facilitates cross-border sales. A joint study with McKinsey estimates that the sector needs to invest €10-20 billion from 2023 to 2030 to increase the circularity of packaging. The new regulation should support retailers and wholesalers in their efforts and provide clarity and legal certainty.

From what we hear in the European Parliament and from discussions in the Council, lawmakers need to understand the following 6 points to make this legislation a success and ensure it works for the environment, consumers, packaging producers, and packaging users, including the 5 million retailers and wholesalers in Europe:

1. The regulation should support businesses in their efforts to use less packaging and refrain from forcing them to use a specific reuse format, such as in-store refilling, where other initiatives and innovations may be more suitable. Refilling stations, pushed by legislators, are not necessarily the best environmental solution.Retailers are already implementing refilling stations where they are useful, based on various factors that need to be considered. These include limited product suitability and freshness, potential cross-contamination with allergens, the risk of mislabeling, potential food waste and spoilage, the need to ensure hygiene standards, and additional floor space requirements.In addition, refilling stations for retailers of textiles and electronics are impractical and could offer refilling stations for only a very limited range of products, if at all.
2. The choice of optimal packaging should be based on an environmental impact assessment covering the entire value chain.Realistic reuse requirements, based on objective and science-based analysis, should be used to give retailers and wholesalers the flexibility to implement solutions that work best for their stores, products, and customers.
3. Packaging labeling is crucial for retailers and wholesalers; therefore, it is important to define the roles and responsibilities of all economic operators along the supply chain in accordance with their controlled activities.Enterprises should be given at least 36 months to prepare for the new labeling requirements. The proposal also represents an opportunity to promote digital labeling and should be technologically neutral to allow the use of means other than QR codes for labeling.
4. The new packaging regulation must ensure both harmonization and the free movement of goods. We need regulations with clearly defined and harmonized rules at the EU level to create a single waste market.We all want to avoid situations where one country requires packaging to carry a specific national label, while the neighboring member state prohibits the exact same label. And to ensure the uniform application of these new rules in EU member states, the regulation must ensure the mutual recognition of agreements between member states and the EU's Single Window for Customs.
5. We all support the target for more recycled content in packaging – this way, we reduce the use of virgin resources. However, policymakers need to pay attention to the availability of recycled materials on the market and ensure there is the appropriate legal framework and waste recycling infrastructure, so that the goals can be achieved.
6. Very important for food retailers and supermarkets are the planned packaging bans, which could have cross-contamination of waste and environmental implications.The sector has been part of the discussion on how to reduce plastic packaging for years, and retailers have done a lot to reduce their use of plastic where possible.A good example is the famous cucumber wrapped in plastic that travels long distances, which requires packaging to avoid cross-contamination and food waste. Packaging bans cannot adequately consider the numerous, often conflicting factors that impact the choice of optimal packaging or even no packaging at all.To do their job well, retailers and wholesalers need the free movement of goods.The current packaging proposal could disrupt existing, well-functioning systems and could, in the worst case, provide unattainable requirements for recyclability, reuse, and recycled content. Stores and wholesalers need empowerment and support, as well as clear and timely deadlines, guidance, transition periods, and accompanying measures.Let's make sure we get the urgently needed EU packaging rule update that can guide us towards a more sustainable development for the coming years and decades without jeopardizing the competitiveness of businesses in Europe.