EU's New Sustainable Plastics Regulations Take Effect in 2025
In December 2024, the European Council officially adopted the Packaging and Packaging Waste Regulation (PPWR), which will take effect in February 2025. It sets stricter and more systematic requirements for the recycling, utilization, and disposal of packaging waste.
I. Eliminating "theoretical recyclability" and emphasizing real recycling effectiveness.
PPWR establishes a comprehensive, effective recycling regulatory system covering the entire lifecycle. Under the regulation, all packaging, with certain exemptions, must meet the following phased targets:
- By 2030: All packaging must meet "recyclable design standards" and achieve a minimum recycling rate of 70%;
- By 2035: Packaging must achieve "high-quality recycling," meaning recycled materials must be returned to the same raw material, completely eliminating the theoretical recyclability that exists only on paper.
This major shift forces the plastic packaging industry to fundamentally shift from the traditional linear "production-use-disposal" model to a closed-loop "production-use-recycling-regeneration" system. Notably, the PPWR explicitly requires packaging design to be compatible with existing recycling technologies. Companies must not only ensure that their packaging is "theoretically recyclable" but also report actual recycling data by weight starting in 2030 (theoretical estimates are prohibited). Starting in 2035, they will undergo a more rigorous "true recycling" assessment to prove their packaging is truly recycled.
II. Clarifying Recycled Material Content Requirements
The PPWR sets mandatory requirements for the percentage of recycled material used in plastic packaging and requires all packaging labels to clearly indicate the specific percentage and applicable scope of recycled material.
Article 7 of the regulation clearly establishes minimum requirements for post-consumer recycled plastic (PCR) content in different types of plastic packaging. These targets must be met by January 1, 2030, January 1, 2040, or within three years of the regulation's entry into force (whichever is later).
III. Coca-Cola Actively Adjusts Its Strategy in Response to New EU Regulations
In May 2025, beverage giant Coca-Cola announced significant adjustments to its plastic bottle recycling promotion strategy. The company has discontinued the "100% recycled plastic" logo to more accurately reflect its recycling status. It has also simplified its original slogan, "Recycle me again," to "Recycle me" to avoid consumer misunderstandings about PET bottles being "infinitely recyclable." Coca-Cola plans to complete the global label update by 2025. This move not only demonstrates its commitment to sustainability but also represents a proactive response to new EU regulations.
In terms of packaging practices, Coca-Cola is committed to increasing the proportion of recycled content in primary packaging, with a global target of 30-35% recycled plastic use. The company has also pledged to ensure that at least 70-75% of its bottles and cans are effectively recycled annually. In 2024, Coca-Cola will launch a new bottle design that is 2.5 grams lighter and further enhances its environmental performance through label-free packaging. For example, Sprite has pioneered the switch to a label-free bottle. This innovation not only reduces plastic use but also simplifies the recycling process, helping plastic bottles more efficiently integrate into the circular economy.
IV. Industry Collaboration to Build a Circular Economy
Nestlé: Significantly Reducing Virgin Plastic
As a global food and beverage giant, Nestlé is committed to improving the recyclability of its packaging and reducing its use of petrochemical-derived plastics. According to its website and public reports, Nestlé aims to achieve recyclable designs for over 95% of its plastic packaging by 2025, and strives to make all packaging recyclable or reusable. Furthermore, the company plans to reduce its use of virgin plastic by one-third by 2025.
Adidas: Turning Ocean Plastic into Treasure
Adidas excels in sustainable fashion, with recycled polyester at the core of its plastic recycling strategy. In 2024, Adidas announced that 99% of the polyester in its products will be sourced from recycled materials, far exceeding its original goal of completely eliminating virgin polyester by 2024. This achievement is the result of its partnership with the environmental organization Parley for the Oceans, which transforms plastic waste from oceans and coasts into footwear and apparel. For example, Adidas' Parley shoes contain at least 50% recycled ocean plastic, significantly reducing marine plastic pollution.
Volkswagen: Recycling Plastic Waste into Interior Parts
Volkswagen continues to advance sustainable production through its "Think Blue. Factory." initiative. According to its 2024 Sustainability Report, the program has already achieved 85% recycling of production waste and aims to increase this to 100% by 2025.
At its Wolfsburg plant, Volkswagen mechanically recycles plastic waste into high-quality interior trim parts such as instrument panels and door panels. This initiative not only reduces the demand for new plastic but also effectively lowers carbon emissions. By 2024, the plant's recycling of plastic waste will have prevented approximately 15,000 tons of waste from going to landfill. Furthermore, Volkswagen is actively collaborating with suppliers to promote the use of recycled polyester in components such as seats and carpets.
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