Packaging and printing: selling to European buyers

Packaging and printing: selling to European buyers

European packaging buyers are changing suppliers because of new rules. From 12 August 2026 the Packaging and Packaging Waste Regulation (PPWR) applies across the EU, and buyers ask for documents that many factories have never prepared. We find packaging buyers for your range and help you show that your packaging is ready for the new rules.

Apply for European sales See packaging rules

How European buyers buy packaging and printing

Packaging in Europe is bought by two groups. The first are brands and producers who need packaging for their own goods: food and drink companies, cosmetics brands, e-commerce sellers, manufacturers of electronics, toys and gifts. The second are packaging wholesalers, printers and converters who resell, finish or print packaging for smaller clients. Both groups compare a Chinese supplier with European factories on total cost, quality and delivery risk.

The strongest arguments for Chinese packaging are printed and decorated items: gift boxes, rigid boxes with magnets, printed bags, tins, display packaging, labels and seasonal packaging. Plain corrugated boxes are usually bought locally because transport makes them expensive. Seasonal packaging for Christmas, Easter and Valentine’s Day is ordered many months before the season.

Buying decisions are now driven by regulation. The PPWR sets rules for documentation, labelling, traceability, heavy metals and, for food-contact packaging, PFAS. Many countries already run packaging EPR, and buyers need to know materials and weights to report. A supplier who can give a declaration of conformity, material data per component and test reports is far more attractive than one who sends only a price.

A Chinese supplier usually fails here on documents and consistency: missing material data, mixed materials that are hard to recycle, colours that change between runs and late deliveries in the season. A supplier succeeds when it offers recyclable mono-material options, FSC or similar certified paper where buyers ask for it, stable print quality and a clear technical sheet for every item.

Who buys packaging in Europe

Each buyer has different volumes, specifications and document needs. We qualify them before we introduce them to you.

Brands and producers

Food, cosmetics, gifts, electronics and toy brands buying for their own products.

  • Custom design, exact dimensions, colour matching
  • Food-contact and PPWR documents
  • Annual contracts with call-offs

Packaging wholesalers

Stock standard boxes, bags and tins for small businesses.

  • Stable standard range, mixed containers
  • Material and weight data for EPR
  • Price lists in euro

Printers and converters

Print, finish or assemble packaging for their clients.

  • Semi-finished items and materials
  • Technical sheets and tolerances
  • Repeat orders at fixed quality

E-commerce sellers

Online shops and marketplace sellers who need mailers and branded boxes.

  • Low MOQ with custom print
  • Recyclable materials preferred
  • Stock in the EU for fast reorders

Agencies and gift packers

Promotional agencies and gift-set packers for seasonal campaigns.

  • Premium gift boxes and inserts
  • Fixed seasonal deadlines
  • Quick samples

Retail chains

Own-brand packaging, displays and seasonal gift packaging.

  • Factory audits
  • Strict specifications and deadlines
  • Sustainability requirements in the tender

EU rules for packaging

Packaging rules apply both to packaging sold as a product and to packaging around other goods. Your buyer will pass the requirements on to you.

RuleWhat it means for youWhat we do
PPWR, Regulation (EU) 2025/40Applies from 12 August 2026: conformity assessment, technical documentation, declaration of conformity, traceability on the packaging, heavy-metal limits. Recycled-content and recyclability labelling rules follow in stages from 2028.We check your documentation and labels and prepare the information buyers ask for.
PFAS in food-contact packaging (PPWR)Limits on PFAS in packaging that comes into contact with food apply under the PPWR.We ask for test results for coated paper and board.
Food-contact materials, Reg. (EC) 1935/2004Packaging for food must not transfer substances to food; plastics need a declaration under Reg. (EU) 10/2011; BPA is banned (Reg. (EU) 2024/3190).We check migration tests and declarations before we offer food packaging.
EPR for packagingThe company that places packaged goods on each national market reports materials and weights and pays fees.We prepare material data per item so your buyers can report; registrations through verified partners.
EUDR, Regulation (EU) 2023/1115Paper and printed products sold as goods in their own right are in scope; packaging used only to protect another product is generally not. Obligations apply from 30 December 2026 for large and medium operators, later for small ones.We tell you which items may need deforestation-free proof and origin data for the paper.
REACHRestricted substances in inks, coatings, plastics and adhesives.We ask for chemical tests where buyers expect them.

This table explains the requirements. Final conformity assessment is the responsibility of the manufacturer and, where required, accredited bodies. EUDR dates have been changed before; we check the current status before each offer.

What we do for a packaging factory

  • Review your packaging against the PPWR and prepare a document set for buyers
  • Prepare material and weight data per item for EPR reporting
  • Select the items where Chinese supply is competitive in Europe
  • Build a European price list in euro with print options and sample terms
  • Contact brands, packaging wholesalers, printers and e-commerce sellers
  • Plan seasonal packaging offers for Christmas, Easter and other seasons
  • Translate technical sheets and catalogues into Polish, German and English
  • Report every contact, sample and offer in a monthly CRM report

Best markets to start with packaging

We start close to our warehouse in Poland, where freight costs stay low, and in the large brand markets.

Poland Our home market: logistics hub of Central Europe, Allegro. Start now Germany The largest EU market; demanding buyers, strict rules. Start now Czech Republic Industrial buyers and close links with Germany. Start now Netherlands Trading hub with Rotterdam and bol.com. Next Italy Strong distributors and regional wholesalers. Next Hungary Central European buyers, eMAG and local chains. Next

Frequently asked questions

What does the PPWR mean for packaging made in China?

From 12 August 2026 packaging placed on the EU market needs conformity assessment, technical documentation, a declaration of conformity and traceability information, and must respect heavy-metal and PFAS limits where they apply. Buyers will ask the supplier for this information. Rules on recycled content and recyclability labels follow in stages from 2028.

Who pays packaging EPR fees, the factory or the buyer?

Usually the company that places the packaged goods on each national market, which is often the importer or brand. But they need exact material and weight data from you. A supplier who provides this data is easier to buy from.

Which packaging products sell best from China to Europe?

Printed and decorated items: gift boxes, rigid boxes, printed bags, tins, displays and seasonal packaging. Plain corrugated boxes are usually bought locally because freight is a large part of their cost.

Does EUDR apply to paper packaging?

Paper and printed products sold as products in their own right are in scope. Packaging used only to protect or carry another product is generally excluded. The dates have been postponed before, so we check the current status before advising you.

How do we find packaging buyers in Europe?

We search and qualify brands, packaging wholesalers, printers and online sellers in our first markets, check what they buy and how much, and introduce suitable ones. You see every contact in the CRM report.

Do European buyers ask for FSC certification?

Many brands and retailers do, especially for gift and retail packaging. If you have FSC or a similar chain-of-custody certificate, we put it at the front of your offer.

Ready to sell packaging in Europe?

Send us your product range and the documents you already have. We will tell you what European buyers will ask for under the PPWR.

Apply for European sales See packages and prices

Apply for European sales

Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.

  • Reply within 24 hours on working days
  • Write in English or Chinese
  • No fee until you accept a written proposal
Talk to us directlyA real sales team in the EU. Write in English or Chinese.
  • WeChat+48 794 992 599Add us by phone number
  • Working hoursMon–Fri, 9:00–17:00 Warsaw16:00–24:00 Beijing (winter)
  • EU officeEnjoyGroup Sp. z o.o.ul. Brzeska 8/4, 21-500 Biała Podlaska, Poland
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