European packaging buyers are increasingly driven by PPWR – Packaging and Packaging Waste Regulations – and its requirements for reusability, recyclability and circular design.
The concept of circularity was widely used throughout the exhibitions this spring, 2026.
Recycling vs reuse – both circular, but fundamentally different
In recycling, materials are broken down and processed into raw material for something new – a process described as circular.
In reuse, materials are kept intact, cleaned, upcycled and circulated again and again – also a circular process.
While this reflects the extent of the concept, it can make it harder to understand the different impacts, logistics and opportunities of each approach.
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