Obligation into opportunity: How the global pet sector is preparing for PPWR

At times controversial, the PPWR introduces some sweeping changes to the rules that govern packaging across the EU’s 27 member states – including a ban on many single-use plastics and stretches to targets on recyclability and reusability.

It’s set to pose a significant challenge for the pet industry.

Need for circular design

Currently, it’s estimated that some 99% of pet food packaging ends up being thrown away and heading to landfill, rather than being properly recycled or reused.

In fact, fewer than 1 in 20,000 of the plastic food pouches typical in the sector are recycled, making them more of a burden than single-use coffee cups, according to the global network of environmental campaigners Friends of the Earth.

Addressing this will require significant upheaval and investment. One research paper by packaging manufacturer Amcor points out that all pet care packaging would need to be designed ‘recycle-ready’ going forward in order to comply with PPWR’s stringent ‘eco-modulation’ criteria – or risk facing stiff penalties.

Looming deadlines

An example of the new regulation is that in the contact-sensitive flexible plastic packaging used by many pet manufacturers of food supplies, the materials will need to contain 10% post-consumer recycled (PCR) content by 2030 and 25% PCR content by 2040. The good news is that the sector does have time to prepare.

“The PPWR, while [already] in force, will not be applicable before mid 2026,” Franco Garbelotto, Public Affairs and Communications Manager at the European pet food industry body FEDIAF, points out.

“Until then, secondary legislation needs to be approved, to clarify crucial aspects of the provisions and enable companies to comply with the regulation. Pet food manufacturers, like any other consumer brands, are preparing for these changes, but we are still in the early stages.”

Aiming for 100%

What do these preparations look like so far? And to what extent is the sector embracing the change in rules as an opportunity, as much as an obligation?

Though we might still be some way off PPWR’s full integration into EU law, many leading pet brands are already making bold commitments that will see them move ahead of the curve when it comes to compliance.

At Nestlé Purina, for example, the brand has set itself an ambition to ensure 100% of its packaging will be reusable or recyclable by the end of 2025. It says it aims to reduce the use of virgin plastics by one third during the same time period.

“We are working on reducing both the number of different material layers and the complexity of those materials to make our packaging easier to recycle,” says the brand.

Recent innovations have included a new simplified pouch packaging structure for its Gourmet Mon Petit range and Felix soups, which are now using a single material to make them more easily recyclable.

Collaboration with experts

Some smaller brands are teaming up with experts in sustainability to draw a direct line between packaging choices and a positive environmental impact.

The plastic tubs used by UK raw dog food brand Benyfit Natural, for instance, are now made from plastics collected from coastal towns and cities that would otherwise have polluted the environment. The move follows a partnership with the Prevented Ocean Plastic (POP) sustainable initiative that kicked off in 2023.

“Switching to using POP for our raw food tubs is just the first step of many to come,” says Greg Van Praagh, Head of UK & Europe at brand owner RPFC and co-founder of Benyfit.

“Our new Benyfit Bites treat range packaging is 100% recyclable, and all our cardboard boxes and sleeves are too. We know we’re not perfect yet, but we plan on getting as close as possible over the next few years.”

At C&D Foods, which co-manufactures for pet food brands across Europe, the company has also invested significant sums in creating recycle-ready packaging solutions for its customers.

In 2021 it signed a “multiyear, multi-million euro” deal with ProAmpac to develop innovative sustainable solutions, including a fully recyclable pet food pouch which is now being trialled in several European markets.

Appeal of recycle-ready packaging

The findings of an Amcor survey that gathered insights from 1,693 shoppers in the UK, France, Germany and Italy in December outline consumer concerns. The survey found that product sustainability influences 76% of pet owners’ purchase decisions.

In addition, 69% of respondents agree that the sustainability of packaging is an important element of that, and 55% say they’re positively influenced by recyclability claims on the pack.

“Many of these environmentally conscious consumers look to a product’s packaging to help them differentiate between more sustainable and less sustainable options,” Amcor Marketing Communications Project Leader Cassandra Capriati points out.

That makes the benefit to early compliance twofold. “Making the switch to recycle-ready packaging now will already appeal to consumers, as seen in the latest research, and also prepare brands for PPWR compliance,” she says.

It’s why, even in products yet to hit the market, packaging is a key consideration.

At halal-certified cat food brand Hurayra Halal Pet Foods, set to go into distribution in the UK from May and with ambitions to enter European markets, the decision to invest in recyclable materials was made to ensure the brand’s ethics were in alignment across its supply chain.

“We are committed to sustainability and aligning with the PPWR,” says founder and Managing Director Aihtsham Rashid. “We are actively working towards reducing packaging waste by using recyclable, lightweight and eco-friendly materials, integrating post-consumer recycled content, and ensuring our packaging is designed for recyclability. Our goal is to provide high-quality pet food while minimizing environmental impact, and we continue to explore innovative packaging solutions that meet and exceed PPWR standards.”

Going above and beyond

Though PPWR will undoubtedly be burdensome for many leading pet manufacturers, forward-looking brands look increasingly likely to view it as a nudge in the right direction.

In the years to come, sustainable packaging is set to be a prerequisite for eco-conscious pet consumers – and those brands that do no more than the legal bare minimum will find themselves left behind.