Packaging expert Philipp Keil: “The PPWR is not an innovation killer, but an accelerator”

The year 2026 will remain challenging for the packaging industry and will bring noticeable change. The gradual introduction of the EU Packaging and Packaging Waste Regulation (PPWR), stricter requirements for recyclability and mandatory quotas for the use of recycled materials are forcing companies to fundamentally rethink their strategies. Host Matthias Laux discusses these developments with packaging expert Philipp Keil in the latest episode of Packaging People, the podcast from Packaging Journal and interpack. Together, they analyse the trends that will shape the markets in the coming months – and why hesitation still outweighs action in many areas.

Keil, who has worked in the industry for many years and is currently with the WEIG Group, emphasises that regulation does not automatically slow progress. Instead, he sees the PPWR as a key driver setting binding targets that brands and industry must align with. “The PPWR is not an innovation killer, but an accelerator,” he says. Companies are being pushed to consider packaging holistically – from design and material selection to circularity and the required data transparency. “The PPWR has such a bad reputation because it creates uncertainty, particularly regarding minimum recycled content quotas and recyclability.”

Another focus of the conversation lies on fibre‑based packaging solutions, new material alternatives and the question of how sustainability can be implemented profitably. Keil cautions against overly simple answers: not every material can be easily substituted. What matters is always the holistic view – including product protection, logistics, recyclability and cost.

The podcast also discusses the importance of close cooperation across the entire value chain, opportunities in the reusable sector, and the risk of the industry splitting into frontrunners and laggards. Those who act early can secure clear advantages, while those who wait risk mounting pressure. “Anyone who wants to remain competitive in 2030 must position themselves today,” Keil warns.