The PPWR sets requirements regarding, among other things, hazardous substances, recyclability, material use, and reuse. For food-contact packaging, specific restrictions on PFAS have also been in effect since August 12, 2026. As a result, the new packaging requirements affect various departments within an organization, from QA and product development to procurement and marketing.

Adapting packaging is therefore not just a matter of complying with regulations. What does the change mean for the packaged product and its shelf life? How will consumers perceive the new packaging? And when can laboratory testing help substantiate the choices made?

It is precisely by examining these questions in context that a more complete picture emerges of the impact of PPWR on packaging in the food industry.

What does PPWR mean for your packaging portfolio?

Proper preparation starts with insight. What types of packaging does your organization use? What materials are they made of? What requirements apply, and where might there be potential areas of concern?

The PPWR affects the entire packaging lifecycle and has implications for organizations that manufacture, import, use, or place packaging on the European market. For food companies, it is therefore important to understand their own packaging portfolio and determine where adjustments are needed.

This goes beyond just the packaging itself. Documentation, specifications, and supplier information also play a role in demonstrating compliance. The topic also requires collaboration across disciplines such as QA, regulatory affairs, and procurement.

Normec Foodcare supports organizations in putting the PPWR into practice. Our services include intake and scope definition, portfolio mapping, a compliance and gap analysis, advice and guidance, and implementation support.

This clarifies what is required by laws and regulations. But as soon as a packaging design actually changes, a second question arises: how does that change affect the product?

What do PPWR packaging changes mean for product quality and shelf life?

Packaging is not separate from the product. Therefore, when an existing packaging concept is modified, less packaging material is used, or an alternative is chosen, it may be necessary to reassess product quality, food safety, and shelf life.

Depending on the type of food and the change, various types of research may be necessary.

Shelf-Life Testing for Food Products

Through shelf-life research, Normec Foodcare examines food products for microbiological and organoleptic parameters. Based on the results, well-founded advice regarding shelf life can be provided.

Depending on the product and the research question, various types of testing are possible. Normec Foodcare mentions, among other things, challenge tests, predictive microbiology, and research into the effects of various variables, such as temperature or processing techniques.

A challenge test, for example, can provide insight into the behavior of microorganisms in a specific product. In this process, a product can be tested under realistic storage conditions, including temperature, packaging, and time.

This makes shelf-life research relevant when a change in packaging prompts a reassessment of safety and quality throughout the shelf life.

Specifically for fruits and vegetables: how does alternative packaging affect product quality?

For fruits, vegetables, and other fresh produce, the quality profile can also be examined in detail.

Shelf-life testing for fresh produce provides insight into the actual shelf life and quality changes of fresh produce. The service explicitly states that this allows for investigating how products behave with or without alternative packaging.

This directly addresses packaging issues that may arise in connection with PPWR. After all, using different or reduced packaging may prompt an investigation into whether the desired quality of the fresh product is maintained.

How do consumers perceive modified packaging?

Packaging may be technically suitable and meet relevant requirements, but ultimately, consumers are also affected by the change.

A different material, design, or packaging concept can influence how consumers view, understand, and evaluate packaging. Consequently, consumer acceptance is a relevant factor when considering various packaging alternatives.

Through packaging research, Normec Sensory investigates how consumers experience packaging. This involves examining how packaging is viewed, understood, and evaluated, and allows for the exploration of different packaging options.

This provides a different perspective on changes being implemented in part as a result of PPWR. In addition to technical and regulatory assessments, the question arises: how does our target audience perceive the modified packaging?

Consumer research can thus provide additional insights when making packaging decisions

PFAS in food packaging: when is analysis relevant?

In addition to regulations, product quality, shelf life, and consumer perception, analytical testing is also relevant to certain packaging issues. A concrete example is PFAS in food packaging.

As of August 12, 2026, the PPWR imposes specific restrictions on PFAS in packaging intended to come into contact with food. Packaging with PFAS concentrations at or above the established limit values may not be placed on the European market.

This applies, among other things, to certain grease- and water-repellent packaging, such as baking paper, pizza boxes, fast-food packaging, snack packaging, and other coated materials.

Normec Foodcare offers a targeted analysis of 36 PFAS compounds using LC-MS/MS, in addition to screening for total fluorine and organically bound fluorine.

It is important not to view analysis in isolation from other compliance information. Analysis can be an important part of demonstrating compliance, but it does not automatically replace the supplier’s comprehensive documentation. The appropriate testing strategy depends on the material, its composition, and the specific issue at hand.

A change driven by regulations can raise questions across various parts of an organization. Five perspectives may converge around a packaging change:

From a Single Packaging Change to Five Issues

1.

Regulations and QA

What PPWR requirements must the packaging meet, and what changes are necessary?
2.

Food Safety and Shelf Life

Will the food remain safe and of sufficient quality throughout the desired shelf life?
3.

Quality of Fresh Produce

What specific impact does alternative packaging have on the quality of fruits and vegetables over time?
4.

Consumer perception

How do consumers view and evaluate modified packaging?
5.

Analytical Rationale

Is additional analysis of the packaging material relevant?

PPWR as an integrated packaging issue

The practical impact of PPWR extends beyond the question of whether a paper-based package complies with regulations.

A change to a packaging material or concept can raise several follow-up questions: Does the packaging meet the relevant requirements? What does the change mean for product quality and shelf life? How will consumers perceive the new packaging? And is additional analytical substantiation of the packaging material required?

This makes PPWR a broader packaging issue for the food industry, bringing together various areas of expertise.

Within Normec Foodcare, various services address different aspects of this issue. From a QA perspective, the focus is on understanding and implementing regulations. Shelf-life research conducted in the laboratories provides insight into quality and food safety throughout the shelf life. For fresh produce, we can specifically examine quality trends with alternative packaging. Normec Sensory maps out the consumer perspective, and laboratory analysis can be used to gain further insight into the packaging material.

This allows a packaging change to be evaluated from multiple perspectives.

Ready to get started with PPWR and your packaging?

Would you like to know what PPWR means for your packaging portfolio and which next steps are relevant for your organization?

Check out our PPWR advice and guidance

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