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PCR Packaging in the Light of Research

Packaging has long been one of the most visible elements in the sustainability debate. However, only in recent years has the topic moved beyond image-driven declarations to become a matter of concrete material choices. As a result, the discussion is shifting from general commitments to tangible implementation strategies.

One of the key solutions increasingly appearing in the strategies of brands and packaging manufacturers is post-consumer recycled plastic (PCR) - material derived from plastic waste that has already been used by consumers.

What is PCR and why does it matter?

PCR is a material made from plastic that has previously been used by consumers, then collected, sorted, and processed through mechanical recycling. Unlike post-industrial recyclates (PIR), PCR truly closes the material loop and aligns with the principles of the circular economy. Its importance is increasing in line with EU policy directions, including the PPWR regulation.

The scale of the challenge - data on packaging and plastics

The scale of the issue is clearly illustrated in a 2025 article by Rumetshofer and Fischer, published in the journal Polymers, which analyses the role of packaging within the European plastic recycling system. The authors indicate that packaging accounts for approximately 39% of total plastic consumption in Europe and represents the sector with the shortest product life cycle-often less than one year. At the same time, the article highlights that despite the large volume of household packaging waste available, only a small share of PCR currently finds its way back into new packaging applications. The main barriers include quality limitations of recycled materials, the lack of consistent standards, and insufficient packaging design with recycling in mind.

What do the studies show?

Concrete environmental data are provided by a 2024 study by Neumann, Janssen and Krzywiński, which examined the acceptance of PCR packaging in the cosmetics and food sectors. The research included interviews and hands-on testing using physical packaging prototypes made from PCR. The authors report that the use of recycled polypropylene (PP) can reduce CO₂ emissions by approximately 50% compared to virgin material, while also significantly decreasing the consumption of natural resources-by up to around 95% thanks to keeping the material in circulation. The study emphasizes that although PCR is often criticized as a “lower-tier” strategy within the environmental action hierarchy, it holds a significant advantage. Its key strength lies in the ability to combine it with other measures, such as material reuse, repurposing, or more conscious packaging design. This makes it possible to develop, for example, reusable packaging that can be recycled again at the end of its life cycle.

How do consumers perceive PCR packaging?

A central part of the Neumann et al. (2024) study focused on consumer acceptance. Participants were given direct contact with physical packaging models, including a cosmetic cream jar made from PCR. The results clearly show that cosmetic packaging made from PCR is better accepted than food packaging produced from the same material. Respondents were willing to accept colour variations, slight structural inconsistencies or a more matte finish-provided that these characteristics were clearly communicated as a result of using recycled material. Importantly, the study also found that the absence of transparent information about the material’s origin leads to a decline in trust and a more negative product evaluation, even when functionality remains unchanged.

Why PCR packaging requires a different design approach? 


As shown by the research of Rumetshofer and Fischer (2025), the differences between PCR packaging and packaging made from virgin plastics are primarily driven by design choices. The authors clearly demonstrate that the quality of PCR depends directly on how well packaging follows Design for Recycling principles. Mono-material structures, compatible labels, the reduction of colorants and additives significantly improve the quality of the recycling stream, making it possible to reuse the material in more demanding applications, including cosmetic packaging. The article also highlights that even small amounts of foreign materials can negatively affect the mechanical performance and visual appearance of PCR.

Polpak Packaging - Your Partner in Packaging Design

The findings of the cited research clearly show that material selection and product design now have a direct impact on real market performance. At Polpak Packaging, we support brands in developing packaging solutions that incorporate PCR, ensuring both product functionality and readiness for upcoming PPWR regulations.

We warmly invite you to get in touch - we would be happy to discuss potential cooperation and tailor solutions to your brand’s specific needs.