EU packaging rules reshape plans of Japanese food exporters

Japanese food companies are reviewing their packaging and export strategies as stricter European rules increase the cost and complexity of entering the market, according to the Japan External Trade Organization (JETRO).

The issue was a major topic at the “Japan’s Food” Export Fair, held at Tokyo Big Sight from 24 to 26 June 2026. Together with the JFEX food exhibition and the International Food Logistics Expo, the event attracted 19,452 visitors.

Companies exporting to Europe are facing growing pressure to reduce plastic use and adopt alternative materials. Packaging suppliers at the exhibition reported rising interest from customers seeking to replace plastic containers with paper-based options.

EU rules are also changing the design of beverage packaging. For certain plastic bottles, caps must remain attached to the container, requiring producers to modify packaging while ensuring products remain easy to use and do not leak.

The scale and complexity of European regulations are making some Japanese food businesses cautious about entering the region. Some companies interested in expanding overseas are continuing to focus mainly on Asian markets, where regulatory requirements may be easier for them to manage.

Further changes are approaching. Parts of the EU Packaging and Packaging Waste Regulation, known as PPWR, are due to apply from August 2026. The regulation introduces stronger requirements covering packaging reduction, reuse and recycling for products sold within the EU.

Japanese exporters will therefore need to review packaging materials and formats before placing food products on the European market. More detailed rules will be introduced gradually, meaning companies will also have to follow regulatory updates as the system develops.

source and photo: jetro.go.jp