The year 2026 will be the first full year in which the packaging industry operates under the conditions set by the PPWR Regulation. What trends and developments can the sector expect? Natureef invites experts to share their insights and welcomes participants to a dedicated webinar scheduled for 15 January 2026.

The PPWR (Packaging and Packaging Waste Regulation), which entered into force in February 2025, has set a new direction for packaging development in the European Union. Its overarching objective is to simultaneously reduce raw material consumption and ensure that packaging is designed to be compatible with current and future waste management systems. Packaging should not only protect the product, but—after the end of its life cycle—become a valuable secondary raw material.

“The regulation has reshaped the market more profoundly than consumer behaviour itself. Some B2B clients were acting as though PPWR were already in force even before its introduction,” says Oskar Nawrocki, CEO of Kablonex, a producer of a wide range of polyethylene films used in packaging production.

Recycled Content in Food Contact Materials – A Key Challenge for the Coming Years

One of the most pressing issues is the obligation to use recycled materials, particularly in packaging for food and other sensitive products. PPWR stipulates not only that packaging must be recyclable, but also that it must contain a defined percentage of recycled content – with thresholds increasing from 2030 and 2040. The problem is the uncertain availability of high‑quality recyclates.

“At the European level we are hearing about recycling facilities shutting down, while meeting the PPWR requirements would actually require a significant expansion of recycling capacity. Moreover, recycled materials are inherently non‑homogeneous—their properties vary depending on the number of cycles they have undergone, which raises concerns about the quality and safety of the available material. In light of these factors, there is a real risk of a breakdown in the raw materials supply chain. If recyclates are not available, producers will be forced to use virgin materials to meet market demand. This will raise questions about responsibility and potential administrative penalties. It is an area that will require broad industry debate and dialogue with regulators in 2026,” argues Prof. Artur Bartkowiak, Vice President of Natureef and Director of the Centre for Bioimmobilisation and Packaging Materials at the West Pomeranian University of Technology in Szczecin.

Reuse Moving Beyond Transport and Secondary Packaging

Another clear trend is the growing interest in reusable packaging. This now concerns not only transport and secondary packaging but increasingly also primary packaging. Examples include deposit‑return systems, which are transforming views on the packaging life cycle, and the return‑logistics systems implemented in takeaway food service, involving washing and quality‑control processes.

“New solutions may emerge in these areas, but health considerations will be essential—does multiple reuse of packaging affect product safety?” predicts Prof. Artur Bartkowiak.

A Phase‑Out of PFAS

A further trend is the shift towards packaging free from PFAS (per‑ and polyfluoroalkyl substances), which may potentially migrate into the human body.

“On the one hand, for fluorine‑based materials, there will be pressure to reduce concentrations to a minimum. On the other hand, companies are offering alternative solutions, such as modified papers for greasy foods (e.g. takeaway applications), coated with new fluorine‑free barrier materials. Of course, these new additives will also have to meet PPWR requirements related to recyclability,” notes Prof. Bartkowiak.

Paper, Thin Layers and Material Durability

Limited availability of recyclates will push manufacturers to explore alternatives—such as paper. However, paper is not a universal substitute for plastics. It has limited barrier properties, lower process resistance, and in many applications does not meet the parameters required to properly protect the product. Additionally, a comprehensive assessment of paper and board must consider the full environmental footprint, including CO₂ emissions, water and energy consumption, and the material’s realistic recyclability.

“Surface‑coating technologies applying thin layers are set to develop dynamically. The aim is to achieve high barrier performance using minimal material. A variety of substances can be deposited—for example, metals and metal compounds including oxides, nitrides, and multicomponent systems. This is achieved using gas‑phase deposition technologies, often plasma‑assisted (‘plasma deposition’), previously used for coating glass,” explains Prof. Bartkowiak.

Scientists and engineers are working on the processing of packaging and packaging waste to obtain high‑quality recyclates, meaning consistent recycled materials. The goal is to maintain their physicochemical properties and thus ensure durability during multiple processing cycles, for example through controlled regeneration processes. When materials lack adequate physicochemical parameters, chemical recycling routes may be necessary.

In labelling, we can expect a shift towards digitalisation and the use of QR codes and other selective markers that can be read throughout the packaging’s logistical journey, including on sorting lines. These tools aim to increase the effectiveness of selective collection and material recycling, which according to PPWR is to serve as the foundation for producing recyclates of suitable quality.

Customers Want Flexibility

The packaging industry also faces strong economic pressures: high energy and labour costs.

“Automation, training, transparent processes and standardisation—these will be must‑haves for our industry in the coming months,” assesses Oskar Nawrocki, adding that current market expectations must be considered: “Customers want shorter production runs, greater design variability, better documentation, full transparency on material sourcing—and, on top of that, a lower price.”

AI Improves Efficiency, But Won’t Work Miracles

Artificial intelligence, now part of everyday workflows, will support rapid information gathering and the generation of general solutions at early stages. It will also increase production efficiency and save time.

“However, it will not deliver breakthrough solutions or technologies. Those we will have to develop ourselves,” stresses Prof. Bartkowiak.

Talk to the Experts on 15 January

The latest packaging industry trends from Poland, Europe and around the world will be presented on 15 January 2026 during the Natureef webinar. Market insights and practical experience will be shared by: Paul Jenkins, Founder and Managing Director of ThePackHub, a packaging‑industry consultancy; Tomasz Gwizda, Management Board Member and Commercial Director at ERG SA; and Prof. Artur Bartkowiak.
The online meeting will also feature representatives of leading Polish companies from the packaging and food sectors.
Information and registration are available on the Natureef website:
https://natureef.pl/webinar-natureef-trendy-w-opakowaniach/