Understanding PPWR

Welcome to our new Packaging and Packaging Waste Regulation (PPWR) video library.

Discover insightful discussions and thought-provoking topics that reveal how PPWR is reshaping the landscape.

Elizabeth Carroll explores the impact of PPWR on polymer demand and recycling, focusing on consumption reduction targets and their effect on plastic demand. She covers the substitution of virgin materials with recyclates, the importance of design for recycling and ecomodulation, changes in industry structure and integration, and the pricing of recyclates.

Elizabeth is lead consultant for our Polymer Demand Dataset, she is also author of Mechanical Plastics Recycling - The Global Market and Feedstock Availability for Plastics Recycling in Europe.

Silke Einschuetz examines the impact of PPWR on recycling and sustainability in Europe, addressing topics such as recyclate inclusion targets for contact-sensitive packaging, the feasibility of these targets, and specific targets for non-PET materials. She also discusses EFSA approval for contact-sensitive applications, chemical recycling methods needed to achieve targets, potential exemptions for non-PET packaging, and the pressing need for more infrastructure to meet these goals.

Silke is a leading expert on Chemical Recycling, chairing and presenting at our events in Europe and North America. She is author of our highlighly acclaimed market report Chemical Recycling, Global Status and Recycling of Flexible Polyolefin Films in Europe 2025.

Susannah Owen highlights the critical need for innovation in mono-material PE films and emphasizes Extended Producer Responsibility. She discusses the benefits and potential of plastic and refillable pouches, advocating for industry collaboration to meet PPWR targets, which significantly impact flexible packaging.

Susannah is an experienced Consultant specialising in Flexible Films. She has authored several popular market reports, including Global BOPP Films, Global BOPET Films ," and High Barrier Flexible Films for Food Packaging. She has also chaired and presented at many of our flagship events including Biax Films, and Multilayer Flexible Packaging.

Alex Fish discusses the potential exemption from reuse quotas for palletisation films, innovations in incorporating post-consumer recycled (PCR) materials into stretch and shrink films, and the comparison between using PCR content and downgauging (reducing the thickness) of films to achieve sustainability goals.

Seven years ago, Alex joined AMI and became deeply involved in the Stretch and Shrink Film portfolio. By regularly connecting with customers and understanding market dynamics, Alex tailors events to specific customer needs. Now, as the Business Manager for Conferences, Alex develops product offerings that drive value and engagement within the industry.

Martyna Fong's discussion covers a 5% waste reduction target versus 10% refill/reuse quotas, various models for refillable packaging (refill-at-home, refill-on-premise, return-to-store), and quotas for refillable/reusable packaging in the Out Of Home channel. It highlights the Deposit Return Scheme's benefits, the need for PET trays recycling streams, the development of compostable resins, harmonising compostability standards, and recyclate inclusion for polyolefin packaging.

Martyna has extensive experience in research and consultancy in FMCG and downstream plastics markets. She has a comprehensive understanding of the value chain and commercial factors that influence market dynamics, all in the context of sustainability driven initiatives. Martyna has led the development of AMI’s rapid expansion of Capsules events and consulting.

Richard Shepherd's discussion introduces PFAS, their references in the PPWR, and explores what the future holds for these substances. It also touches on the issue of material over-specification.

Richard has a broad engineering background in polymers (rubber, plastics, adhesives) across various sectors such as Oil & Gas, Civil Engineering, Aerospace, Automotive, and Medical. As a Mechanical Engineer and co-founder of MERL (now Element), he has held key roles including Operations and R&D Management, Market Development, Supplier Quality Management, Product Development, and Polymers SME at ExxonMobil. Richard now brings his extensive experience to AMI.