The new PPWR (Packaging and Packaging Waste Regulation) is changing the way packaging in the European Union will be designed, produced and recycled.
For producers of wine, beverages, food and other products, this raises a number of questions: Will the PPWR affect labels? Which materials should be chosen? How can packaging be designed to meet future sustainability requirements?
The answer does not lie in a single material. The future of sustainable packaging rests on how all of its parts work together: bottle, closure, label, adhesive and the recycling process.
As a self-adhesive label printer, Etikgraf is part of the packaging production chain, positioned between the design stage and the final product on the market. We do not determine how the packaging will be conceived, but we take part in bringing it to life and can assist in selecting materials and solutions for the label itself. This is why it is important to think about the label early enough. The label material and the type of adhesive are not merely a matter of appearance and functionality — they can form part of a broader approach to product sustainability.
What is the PPWR?
One of the main objectives of the PPWR is to increase the share of recycled content in certain plastic components of packaging. Under the regulation, plastic packaging components accounting for more than 5 % of the total mass of the packaging unit will have to contain a prescribed minimum share of recycled material.
For example, contact-sensitive plastic packaging (a term covering packaging that comes into contact with food, food supplements, animal feed, veterinary medicinal products, medical devices, cosmetics, hazardous substances and other products) made predominantly of PET will have to contain at least:
- 30 % recycled content by 2030
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50 % recycled content by 2040
The requirements apply to specific categories of plastic packaging (including single-use plastic beverage bottles and other plastic packaging… PET is only one example), while plastic components representing less than 5 % of the packaging unit’s mass are exempt from these specific targets.
Does the PPWR apply directly to self-adhesive labels?
In most cases, self-adhesive labels account for less than 5 % of the total mass of the packaging unit. For this reason, they will generally not be subject to these specific requirements for minimum recycled content.
That said, the label is not an insignificant part of the packaging system. Choosing the right material and adhesive can help producers improve product sustainability, reduce the use of virgin raw materials and meet growing market expectations.
Packaging sustainability does not depend on a single element. It comes from bringing all parts of the product together into a solution that works throughout the entire life cycle.
Which label materials support more sustainable packaging?
A range of solutions is available today to reduce the environmental impact of labels.
One option is materials with recycled content, such as film labels made from PCR (post-consumer recycled) material.
PCR materials are produced from recycled waste collected after product consumption and help reduce the need for new raw materials.
When selecting a material, looking at a single characteristic is not enough. The following need to be taken into account:
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the type of packaging
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storage and use conditions
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product requirements
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recyclability
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the brand’s visual and technical requirements
A sustainable label has to work in production, on the shelf and after the product has been used.
How to design a more sustainable label
The best sustainable solutions take shape before the design reaches the press. Designers and producers who consider materials, adhesives and end-of-life at an early stage have more scope to find the optimal solution.
When developing a label, it is worth asking a few questions:
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Will the chosen material be compatible with the packaging?
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Can a material with recycled content be used, and is it post-consumer recyclate?
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Will the label separate during the recycling process, and how does it affect the recyclate stream?
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How much of the packaging surface does the label cover, and can this be minimised?
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Does the material supplier have the required documentation?
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Is there a solution that meets both aesthetic and sustainability requirements?
Involving the printer at an earlier stage of packaging development can help identify a solution that matches the product’s actual needs.
The future of labels is not just about appearance
For a long time, the label was primarily a brand communication tool. Today it is also becoming part of the technical solution of the packaging. The PPWR shows that sustainability is no longer a separate topic, but part of the entire production process. The role of a modern printer is not only to produce a label. It is to help producers and designers find a solution that suits the product today and the market requirements of tomorrow.
More sustainable packaging does not come from one major change. It comes from a series of better decisions.
Frequently asked questions (FAQ)
- Will the PPWR directly affect all labels?
In most cases, self-adhesive labels account for less than 5 % of the mass of the packaging unit, so they are not expected to fall under the minimum recycled content requirements. Even so, the choice of label material can be an important part of a more sustainable packaging design.
- What are PCR label materials?
PCR (post-consumer recycled) materials are made from recycled material recovered after the product has been used. Using them reduces the consumption of new raw materials.
Etikgraf continuously monitors developments in sustainable materials and technologies for self-adhesive label production in order to offer its partners solutions ready for future market requirements. If you are looking for a label that combines quality, functionality and sustainability, get in touch and we will find the best solution for your product together.
