For the packaging industry, the Plastics Recycling Show Europe (PRS) is a key meeting point. Technological developments, regulatory requirements and future market trends in the field of sustainable plastic packaging can be identified and assessed here. We report on key themes and insights from award-winning applications. A brief summary upfront: sustainability and circularity are increasingly becoming mandatory market requirements. Recyclability, use of recyclates and integration into functioning circular systems are becoming prerequisites for successful packaging concepts.
Figures and Significance of PRS Europe
The Plastics Recycling Show Europe (PRS Europe) took place on 5 and 6 May 2026 at the RAI Amsterdam and simultaneously celebrated its tenth anniversary. With over 500 exhibitors, more than 70 expert speakers and around 13,000 visitors from over 80 countries, the event once again proved to be one of the most important European leading trade fairs for plastics recycling and the circular economy. The entire value chain was represented – from collection and sorting through mechanical and chemical recycling to the reintroduction of recyclates into new packaging applications.
Key Themes
From the perspective of the packaging industry, PRS Europe 2026 confirms the fundamental shift in the market: sustainability and circularity are increasingly moving from voluntary differentiation features to mandatory market requirements. Accordingly, solutions for improving the circularity of plastic packaging were at the centre of the fair. Two key insights for packaging manufacturers and branded goods companies:
- The availability of high-quality recyclates is increasingly becoming a competitive differentiator.
- In parallel, it became clear that design-for-recycling concepts are now understood not only as a sustainability measure, but as a regulatory necessity.
PCR: Use, Availability, Competition
In contrast to what was observed at Interpack (see our article), a significant focus of PRS Europe 2026 was on the impact of European legislation. Numerous presentations and panel discussions addressed the implementation of the Packaging and Packaging Waste Regulation (PPWR), the increasing requirements for the use of recyclates, and the harmonisation of European recycling standards.
Representatives of leading companies such as IKEA, Procter & Gamble, INEOS and Indorama discussed the future competitiveness of the European recycling industry together with associations and political decision-makers.
Particular emphasis was placed on the challenge of providing sufficient quantities of high-quality PCR materials (Post-Consumer Recyclates) for the packaging market. In terms of the quality of recyclates, the fair impressively demonstrated that quality assurance of PCR materials will become a key success factor for the packaging industry in the future.
The extent to which the circular economy is increasingly being thought of across industries was demonstrated by numerous award-winning projects at PRS 2026. They impressively showed that recycled materials can now also be used in technically demanding applications, such as in the automotive or electronics sector and in consumer goods.
For packaging manufacturers, this means increasing competition for high-quality recyclates, particularly for PET, polyolefins and polystyrene. At the same time, technological advancement is opening up new possibilities for high-quality, recyclable packaging concepts.
AI-Based Systems
Technologically, the topics of digitalisation and artificial intelligence dominated. The newly established “AI Innovation Hub” demonstrated in a practical way how AI-based systems can significantly increase efficiency in sorting, material analysis and quality control.
Among the items presented were robot-assisted sorting solutions and real-time analysis systems for PET recyclates.
These developments are particularly relevant for the packaging industry, as higher sorting accuracy directly improves the quality of recyclates and thus facilitates their use in demanding packaging applications – for example in the food sector.
Holistic Circular Economy Models
PRS Europe 2026 made clear how strongly the industry is now relying on holistic circular economy models. In addition to conventional recycling technologies, traceability systems, digital product passports and standardised material labelling were in focus.
These developments are intended to increase transparency along the supply chain and prevent greenwashing in the future. At the same time, it was repeatedly emphasised that only close cooperation between packaging manufacturers, recyclers, retailers and legislators can make the ambitious European recycling targets achievable.
Fundamental Shift in the Market
From the perspective of the packaging industry, PRS Europe 2026 confirms the fundamental shift in the market: sustainability and circularity are increasingly moving from voluntary differentiation features to mandatory market requirements.
Companies that invest early in recyclable packaging design, recyclate expertise and digital material management will be able to achieve long-term competitive advantages.
At the same time, however, the fair also showed that the industry continues to face significant challenges – particularly regarding raw material availability, regulatory complexity and the economic viability of recycling processes.
Award-Winning Packaging Applications
In addition to the general fair highlights, the winners of the “Plastics Recycling Awards Europe 2026” were in focus at PRS Europe 2026. The award-winning projects make it very clear, from the perspective of the packaging industry, where the European market will develop in the coming years. The direction is towards
- higher use of recyclates,
- improved recycling technologies, and
- greater regulatory conformity within the framework of the PPWR regulation.
Plastic Packaging Product of the Year
Of particular relevance for the packaging industry was the award in the “Plastic Packaging Product of the Year” category. The winner was a white, opaque UHT milk bottle made from 50 % rPET by Parmalat. The project is considered technologically remarkable, as white or opaque PET packaging in particular had previously been regarded as difficult to recycle.
The award-winning solution shows that even demanding food packaging can integrate higher recyclate content in the future without significantly compromising functionality, product protection or brand impact. For the packaging industry, this is an important signal in relation to the increasing statutory requirements for minimum recyclate content in plastic packaging.
Product Technology Innovation of the Year
Also of high relevance for the industry is the “Milsani Topi rPS Dairy Cup”, awarded in the “Product Technology Innovation of the Year” category, which was developed by Aldi Nord, Aldi Süd, Hofer, Fernholz and Zott.
The innovation demonstrates the successful use of recycled polystyrene (rPS) in dairy packaging. The award-winning solution therefore exemplifies how retail companies, packaging manufacturers and food producers can jointly develop circular packaging solutions. At the same time, the project directly addresses the requirements of the future European Packaging and Packaging Waste Regulation (PPWR).
Recycling Machinery Innovation
The award for EREMA’s “VOLEX” recycling technology in the “Recycling Machinery Innovation” category is also of great importance for packaging manufacturers.
The technology improves degassing during the recycling process and reduces volatile organic compounds (VOC). This increases the quality of recyclates, which is particularly crucial for high-quality packaging applications in the food and cosmetics sector.
Conclusion
The European plastics recycling industry is in a decisive transformation phase. This was demonstrated by both the Plastics Recycling Show Europe 2026 and the award-winning projects. In particular, the award-winning solutions exemplarily show how regulatory requirements, technological innovation and sustainability goals can be combined.
A central and overarching learning for our industry: successful packaging concepts can no longer be defined by product protection and costs alone in the future, but must increasingly prove themselves in the areas of recyclability, use of recyclates and integration into functioning circular systems.
