Amcor: How Manufacturers can Tackle EU PPWR Rules

With the EU's Packaging and Packaging Waste Regulation setting 2030 targets for post-consumer recycled content (PCR), brand owners and manufacturers face pressure to act now rather than wait.

Amcor has launched its consumer insight report, titled Recycled Content, Real Impact, which explores how shoppers interact with recycled packaging.

Lucie Charbonnel, Sustainability Director at Amcor EMEA, says: “The EU’s Packaging and Packaging Waste Regulation 2030 targets for PCR are on the horizon and brands should start taking action now to set themselves up for future success.

“Beginning to adopt PCR, even if only for specific SKUs or particular geographies, will enable technical validation and help brands to set up traceability processes for certifications.

“At the same time, the introduction of PCR is financially incentivised in several countries already. France and Spain, for example, give a reduction of Extended Producer Responsibility (EPR) fees related to the use of recycled content. This is money directly into the pockets of brand owners.”

The data shows that 76% of European grocery shoppers are purchasing products packaged with recycled materials. Nearly eight in 10 consumers consider recycled plastic an effective approach to reducing environmental harm.

These favourable attitudes connect to environmental impact (67%), resource conservation (53%), lower carbon footprint (43%) and support for a circular economy (40%).

Financial incentives

Financial benefits are accelerating the shift towards recycled materials.

Several European nations have introduced support mechanisms for PCR adoption.

France and Spain, for example, provide reductions in Extended Producer Responsibility fees when recycled content is used.

Charbonnel says: "This is money directly into the pockets of brand owners."

These financial incentives are designed to offset the initial investment costs associated with transitioning to recycled materials, making the business case for PCR increasingly compelling.

The economic advantages extend beyond fee reductions, as brands can also benefit from enhanced market positioning and consumer loyalty through demonstrated commitment to sustainability.

Third-party certification builds credibility

Although PCR does not rank alongside taste or quality as a primary purchase motivator, it functions as an important mechanism for building trust.

Amcor's research indicates that 63% of consumers report recycled content substantially increases their confidence in a brand.

However, brands must tackle concerns about the authenticity of sustainability claims to realise these benefits.

Sarah Neerkorn, Market Insights Manager at Amcor, says: “Consumers understand recycled material and respond very positively to it.

“It’s clear how much consumers value third-party certification.

“Even though they may not understand what’s behind the certification, it gives them reassurance and adds to the credibility of the claim.”

Almost four out of five consumers want independent verification of recycled material, indicating that transparent labelling supported by tangible evidence could be crucial for manufacturers seeking to establish credibility.

Lucie continues: “There is a clear growth opportunity, with conscious consumers already appreciating products that use recycled plastic in their packaging. Our research shows that brands can improve their trust amongst consumers by using PCR in their packaging.

“However, brands must prioritise clarity and focus on concrete facts when making sustainability claims about their packaging to reassure consumers about the validity of their claims."