The green light is on

For years, the packaging industry treaded carefully around recycled plastics, fearing that post-consumer recycled (PCR) content might suggest lower quality to shoppers. But a landmark report from Amcor, titled Recycled Content, Real Impact, has officially turned that narrative on its head.

The “green light” is glowing brightly: 91% of European consumers are now aware of recycled content in their everyday products, and 76% are already putting those products in their baskets. Perhaps most strikingly, 63% of shoppers say using PCR actually increases their trust in a brand. In short, sustainability has moved from a nice-to-have to a powerful driver of brand loyalty.

The challenge: a supply-demand mismatch

While the consumer mandate is clear, the industry faces a sobering reality: we are running out of the “good stuff.” As food and drink makers race to meet their 2025 and 2030 sustainability targets — fuelled by the looming EU Packaging and Packaging Waste Regulation (PPWR) — demand for high-quality, food-grade PCR is skyrocketing. However, the infrastructure to collect, sort, and process this material into a resin safe for food contact hasn’t kept pace.

The “Supply Gap” is driven by several bottlenecks:

• Infrastructure gaps: many regional recycling systems still struggle with contaminated waste streams, making it difficult to extract high-purity resins.
• Food-grade hurdles: achieving the “food-safe” badge requires rigorous processing that many current facilities aren’t equipped for.
• Intense competition: it’s not just food brands anymore; the fashion, automotive, and tech industries are also vying for the same limited pool of recycled polymers.

Why brands must act now

Despite the shortage, the worst strategy is to “wait and see.” Lucie Charbonnel, Amcor’s sustainability director, notes that integrating PCR now — even in small volumes — is essential for technical validation and securing a spot in the future supply chain.

The message for manufacturers is that consumers are ready. The trust is there. Now, the race is on to secure the materials needed to meet that expectation before the supply window tightens even further.

• Rodney Jack, editor, Food & Drink Technology. Keep in touch via email: [email protected] Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.