Eco-friendly packaging and the new EU rules: what is changing

Eco-friendly packaging is no longer only a matter of brand image. It is becoming a matter of legal compliance. The Packaging and Packaging Waste Regulation, known as PPWR, starts to apply generally from 12 August 2026, but some of its most important requirements - full recyclability and the empty space limit for transport, grouped and eCommerce packaging - are phased in toward 2030. For businesses in Bulgaria and across the European Union, this means that material choice and packaging design now have a direct financial and regulatory impact. This article explains what eco-friendly packaging means under the new rules, what the key deadlines are and how companies can prepare without vague promises or misleading green claims. The information reflects the regulatory framework relevant in 2026.

What eco-friendly packaging means

Eco-friendly packaging is packaging designed to reduce environmental impact across its entire lifecycle - from the choice of material and the amount of raw material used to the possibility of recycling after use. It is important to separate the marketing meaning from the regulatory one. Under the new European rules, an eco-friendly package is one that meets measurable criteria, not simply one described as green.

When packaging can be considered eco-friendly

Packaging can be considered eco-friendly when it uses only the necessary amount of material, can be recycled through existing collection and sorting streams, and contains a share of recycled raw materials where this is technically and legally appropriate. Three factors matter most: the material, the design and the actual fate of the packaging after disposal. Packaging made from mixed materials that are difficult to separate rarely meets this standard, even if it looks natural or sustainable at first glance.

Why corrugated board is well positioned under the new rules

Corrugated board is well positioned under the new requirements because it is paper-based, collected separately in established recycling streams and commonly produced with a significant share of recycled fibres. After use, it can return to the production cycle, which makes it a practical choice for companies that need compliance without a complex material change. The differences between profiles and grammages are explained on the page for corrugated board and carton materials.

The advantage of corrugated board over many alternatives is that there is already working infrastructure for collection and recycling in Bulgaria and across Europe. This matters because the regulation focuses not only on theoretical recyclability, but also on recyclability at scale. When a material is collected and processed without special conditions, the packaging can meet the criteria more easily and carries lower regulatory risk for the business using it.

The EU Packaging Regulation (PPWR): what it introduces

PPWR is the EU Packaging and Packaging Waste Regulation. It introduces binding requirements on recyclability, packaging waste reduction and recycled content. Unlike a directive, a regulation applies directly in all EU Member States and does not require separate national transposition in the same way. For packaging users and manufacturers, this makes the framework more unified, but also more demanding.

When it enters into force and what the key deadlines are

The regulation entered into force on 11 February 2025 and starts to apply generally from 12 August 2026. However, many of the most practical requirements are phased in later. The empty space limit and full recyclability requirements are linked to 2030, while packaging waste reduction targets continue toward 2035 and 2040. The table below summarises the main milestones.

What EPR and modulated fees mean

EPR means extended producer responsibility. It is the principle under which the company placing packaged products on the market carries financial responsibility for the collection and treatment of packaging waste. The new direction is that fees become more closely linked to recyclability. The easier a package is to recycle, the more favourable its fee treatment may be. In this way, well-designed eco-friendly packaging becomes a direct economic factor, not only a compliance obligation.

The practical conclusion for businesses is that two packages with the same function may carry different long-term costs purely because of their design. A mono-material package with a high share of recycled content may fall into a more favourable fee category, while a difficult-to-separate material combination will usually be treated less favourably. Over time, this difference accumulates and makes the sustainable choice more cost-effective, even before reputational value is considered.

The empty space rule and reduced packaging

One of the most concrete requirements in the regulation is the limit on empty space. For grouped, transport and eCommerce packaging, empty space must not exceed 50% of the volume. This requirement is linked to 2030, but it directly affects every business that ships goods, which is why preparation should begin earlier.

The 50% empty space limit

The regulation limits void space and restricts packaging that appears larger than necessary through double walls, false bottoms or unnecessary layers. The requirement is planned for 2030, but it affects box dimensions, internal protection and logistics, all of which take time to adjust. In practice, this means the carton should fit the product, not the other way around. Businesses already working with precisely sized cartons will adapt more easily.

How overpackaging can be reduced

Overpackaging can be reduced through accurate sizing around the product, replacing loose void fill with structural fixing and removing unnecessary secondary packaging. Less material means lower packaging cost, potentially lower EPR fees and better compliance. Inner fixing solutions that reduce the need for loose fill are available in the product protection category.

Recyclability by design

Recyclability by design means that packaging is planned so it can be recycled in practice, not only in theory. This approach places material choice and construction at the centre of the design process before production starts.

The five criteria for recyclability

Under the logic of the regulation, packaging is recyclable when it is designed for recycling, reaches a minimum recyclability performance grade, can be collected and sorted effectively, generates quality secondary raw material and can be recycled at scale. The more criteria it fulfils, the better positioned it is and the more favourable its fee treatment may become. Paper and carton-based packaging usually meets these conditions more easily than complex mixed-material packaging.

Mono-material packaging and easy separation

Mono-material packaging means a package made mainly from one type of material that does not require complex separation before recycling. Combining paper, plastic and metal in inseparable structures makes sorting more difficult and lowers recyclability performance. With corrugated board, good practice is to ensure that printing, adhesives and tapes are also compatible with paper recycling streams.

Recycled content and closed-loop use

Recycled content is the share of secondary raw materials in new packaging and is one of the indicators encouraged by the new framework. Corrugated board traditionally contains a high share of recycled fibres, which gives it an advantage over materials with limited recycling streams.

Share of recycled fibres

Corrugated board is produced with a significant share of recycled fibres collected from used packaging and returned to production. Paper fibre can pass through several recycling cycles before losing its quality, keeping the resource in circulation for longer. This closed material flow is one of the main reasons paper-based packaging is strongly positioned under the new rules.

Circular economy in practice

The circular economy turns packaging waste into raw material for new packaging instead of sending it to landfill. This is not an abstract goal, but a practical investment direction, visible in UNIPACK-V’s project for the transition to a circular economy and in the introduction of new cutting equipment, which helps reduce raw material waste per unit of output.

What this means for businesses in Bulgaria

For Bulgarian companies, the new rules mean that packaging becomes part of the regulatory and financial plan, not only part of logistics. Early preparation is less expensive than an urgent packaging change shortly before the deadlines start to affect day-to-day operations.

Deadlines to prepare for

The first milestone is 12 August 2026, when the regulation starts to apply generally and businesses need to be ready with documentation and internal processes. The most important practical requirements - the empty space limit and full recyclability - are linked to 2030, together with packaging waste reduction targets and modulated fees. The earlier packaging is brought in line with the new direction, the smoother the transition will be.

Competitive advantage, not only cost

Compliance is often viewed as a burden, but it also has a commercial side. Lighter and recyclable packaging can reduce transport and EPR-related costs, while more retailers and exporters are requiring proof of sustainability from their suppliers. A business that prepares early gains access to markets that already filter partners by this criterion.

Practical steps toward compliance

The path toward compliance starts with a review of existing packaging and continues with specific changes in size, material and design. The process is easier to manage when it is divided into clear steps.

Audit your current packaging

The first step is to list all packaging currently in use - material, dimensions, share of empty space, printing method and adhesives. This review shows which packaging formats are already close to the requirements and which ones carry risk. Priorities can then be set based on actual exposure instead of replacing everything at once.

Resize and choose the right material

After the audit comes resizing around the product and moving toward recyclable, preferably mono-material solutions where possible. This is also the right moment to test a new design in a limited series before committing to a larger run - for example through custom packaging in small runs. For a broader view of the available options, the guide to corrugated packaging, boxes, die-cut packs and displays is also a useful reference.

Common mistakes with green packaging

The biggest mistake with eco-friendly packaging is the gap between the claim and the reality. The regulation limits unsupported green claims, which means every environmental statement should be based on a verifiable fact.

Exaggerated and unclear claims

Words such as natural, eco or green without a specific basis can become a risk rather than a benefit. If packaging is recyclable only in theory, but not in real collection and sorting streams, the claim may be misleading. It is better to state the concrete fact: material type, recycled content share and whether the packaging can be collected separately.

Mismatch between label and real composition

A second common mistake is using a recycling label that does not match the actual composition of the packaging. When printing, adhesives or additional layers interfere with recycling, the package is not what the label suggests. For complex or custom constructions, the solution should be aligned in advance - especially with die-cut packaging made to specification. For direct questions, the contacts page is also available.

FAQ

What is PPWR in simple terms?

PPWR is the EU Packaging and Packaging Waste Regulation. It sets binding rules for packaging to become recyclable, better sized and more resource-efficient. It applies directly across EU Member States and starts to apply generally from 12 August 2026.

When do the new packaging requirements apply?

The regulation entered into force on 11 February 2025 and starts to apply generally from 12 August 2026. Some of the most important requirements, including the empty space limit and full recyclability, are linked to 2030, while waste reduction targets continue toward 2035 and 2040.

Is corrugated packaging eco-friendly?

Corrugated packaging is well positioned under the new rules because it is paper-based, collected separately in established recycling streams and commonly contains a high share of recycled fibres. For full compliance, printing, adhesives and tapes should also be compatible with paper recycling.

What is the empty space limit in packaging?

For grouped, transport and eCommerce packaging, empty space must not exceed 50% of the volume. This requirement is planned for 2030, but businesses should start preparing earlier because it affects dimensions, internal protection and logistics. Packaging that appears larger through double walls or unnecessary layers is also restricted.

How should a business prepare for the new rules?

Start with an audit of current packaging by material, size and empty space share. Then resize around the product and move toward recyclable solutions. Testing in small runs helps avoid costly mistakes before committing to larger production quantities.