The foundation of successful reuse systems: Why Reusable PET will be the driving force for PPWR compliance for beverages

The European Union has confirmed the Packaging and Packaging Waste Regulation (PPWR), representing a landmark step toward reducing packaging waste and increasing sustainability. A shift to reuse is one of the focuses of the legislation, with clear targets for the increase of reuse within the packaging mix for beverages. As the EU pushes toward a circular economy, the PPWR sets out clear rules that will reshape the beverage industry, moving it to a dual system of single-use plastics and reusable packaging. This article outlines the key provisions of the PPWR related to beverage reuse and reusable PET, and provides an overview of the secondary legislation timeline.

Key Articles of the PPWR: Beverage Reuse and Reusable PET

Articles 29, 30, 51, 54: Reuse and Recycling Targets

This article sets ambitious targets for both reuse and recycling. For beverages, it specifies that 10 % of beverages must be available in reusable packaging by 2030. This increases to 40 % by 2040, though this figure will be confirmed once data from the 10 % phase is analysed. Beverages included in the reuse targets include mineral water, carbonated soft drinks and beer, but exclude dairy, wine and spirits. The onus of the legislation is placed on the retailers to deliver the reuse target but will not be allowed to do so with their own brands alone, opening up reuse to all brands. For beverages, reusable PET bottles have been used successfully for years in South America and Germany. Being lightweight compared to their glass equivalents, they are easier to transport and generally preferred by consumers buying in bulk.

Member states will need to take measures to encourage the set up of systems for reuse with sufficient incentives for return, whether it is a Deposit Return Scheme, financial incentive or otherwise. This is key to ensuring that the investment made in reuse by both retailers and brands will be worthwhile, and consumers will understand the benefits of reuse.

The EU has pushed hard for reusable packaging to be a focus of the legislation because it has been proven time and again that reuse can reduce the carbon footprint, material usage, water usage and cost for brands and consumers.

Article 7: Design for Reuse

Article 7 addresses the need for high quality recycled content to be added to products. By 2030 a plastic part of packaging must include recycled content unless it weighs less than 5 % of the packaging weight. The EU will also legislate on the number of turns a bottle will need to be able to achieve to be classed as reusable.

Article 12: Labelling Requirements

Knowing how to dispose of packaging correctly ensures that there is a higher chance of the packaging being recycled. For consumers, being pointed in the right direction is essential, and this article defines how new labelling requirements will support this. All packaging for beverages will require a QR code to be placed or engraved firmly on the label. This QR code will need information relating to the products composition and disposal instructions, these relating to the corresponding Deposit Return Schemes and total recycled content. For reusable packaging, the QR code will need to include additional data on the estimated number of reuses the package can achieve and the related reuse scheme the bottle is part of.

Article 50: Deposit Return Schemes

This article introduces requirements for establishing collection and return systems for reusable packaging. By January 1st 2029, member states will be required to implement a Deposit Return Scheme (unless collection is above 80 % in 2026). An additional caveat states that a member state can be exempt if they show a clear plan to achieve 90 % collection. Deposit Return Schemes, in markets where reuse exists, are dual systems that are set up to collect both reusable and single use packaging. A Deposit Return Scheme is a proven incentive for consumers to return bottles for reuse, thus keeping the bottles in circulation for multiple uses. Reusable PET bottles will be central to these systems, as they are durable, cost-effective, and easy to clean and reuse.

The Role of Reusable PET Bottles

Reusable PET bottles are expected to play a central role in achieving the goals set out in the PPWR. PET is commonly used for beverage packaging due to its strength, clarity, and safety.

These bottles can be collected, cleaned, and refilled several times before being recycled. The PPWR’s focus on reusable PET will help reduce the need for new plastic production, minimizing waste and lowering carbon emissions.

Key Milestones

• 2025 – PPWR Comes in to Law
• 2027 – QR Code Required
• 2029 – Deposit Return Schemes Required
• 2030 – Reuse Targets Come into Force

Conclusion

The PPWR legislation marks a significant shift toward a circular economy in the beverage sector, with an emphasis on reusable packaging. The key provisions of the PPWR—such as the promotion of reusable PET bottles, deposit return systems, and the design for reuse—are crucial steps in reducing plastic waste and improving sustainability. Whilst 2030 feels far away today, the opportunities unlocked by reuse can be accessed from today. Petainer are experts on reuse and can guide you on your reuse journey.