5 Things Every Brand Should Know About PCR Packaging

PCR packaging is becoming an increasingly important part of many businesses’ sustainability efforts. However, before incorporating post-consumer recycled (PCR) materials into a packaging strategy, brands should consider several factors. From material quality and performance to supply availability, regulatory requirements and sustainability claims, understanding these five key considerations can help brands make more informed packaging decisions while balancing performance, compliance and environmental goals.

PCR packaging, or post-consumer recycled packaging, refers to products made from recycled materials such as used plastic bottles or jugs. These materials are typically recovered through curbside recycling, deposit return or similar systems, and then repurposed into new packaging.

PCR content levels used in packaging can vary depending on product requirements and sustainability goals. Packaging can contain low PCR blends of 25%-30%, moderate blends of 40%-50% or high PCR blends reaching up to 100% recycled content.

Consumer demand for sustainable packaging is consistently growing. Nearly two thirds (63%) of Americans say they are more likely to purchase from companies that use recycled content in their products (Waste Management).

However, adopting PCR packaging involves more than increasing recycled content. Brands should evaluate several considerations such as material aesthetics, structural performance, supply chain consistency, state regulations and sustainability claim requirements. Understanding how these factors may affect your brand can help ensure packaging meets both performance and consumer expectations.

The quality of post-consumer resin (PCR) material can vary significantly based on factors such as the percentage blend, source purity, and processing technology used. These variations can affect the quality, color, and visuals of the final packaging. 

As a result, businesses should prepare to manage brand standards and consumer expectations when incorporating PCR into product lines. Balancing brand standards with environmental objectives is a key part of a successful PCR packaging strategy.

While increasing the amount of PCR used in packaging helps reduce plastic pollution and support sustainability goals, high percentages can compromise the quality and usability of certain products. As PCR content increases, factors such as color consistency, material performance, processing efficiency and overall product appearance may become more challenging to maintain.

Using packaging with very high PCR content percentages can increase limitations. For many brands, a moderate PCR blend of up to 50% offers a balanced solution between sustainability and performance.

The supply of PCR materials can have a substantial impact on packaging costs, product availability and manufacturing lead times. As demand for sustainable packaging increases and regulations require higher levels of recycled content, competition for PCR materials has intensified. However, supply of recyclable material remains limited. According to the EPA, only 32% of materials used by Americans are being recycled nationwide. As a result, supply struggles to keep up with growing demand, ultimately leading to higher overall costs, longer lead times and fluctuating material availability.

As sustainability regulations continue to evolve, certain states have begun implementing minimum recycled-content requirements for packaging. These laws are designed to increase the use of PCR materials, strengthen recycling initiatives and reduce reliance on virgin plastic.

As of late 2026, five U.S. states (California, Connecticut, Maine, New Jersey, and Washington) have enacted laws that require manufacturers to include minimum percentages of recycled plastic or glass in certain packaging formats. While requirements vary by state and product type, many regulations include gradual increases over time.

Brands must ensure that any claims they make about PCR content are accurate, transparent and compliant. Unsupported claims can raise concerns about greenwashing, or misleading claims about the environmental benefits of products. When claiming PCR content use in packaging, brands should follow certain key practices:

• Clearly state the percentage of recycled content: The percentage of PCR material used in the container should be clearly displayed rather than using general phrases such as “eco-friendly” or “made with recycled materials”.

• Identify which packaging components contain PCR: Clarify which specific element of the packaging contains PCR, such as the bottle, cap or specific packaging layer. This avoids falsely implying the entire product is recycled.

• Use recycling symbols appropriately: Environmental symbols and graphics should accurately reflect the packaging's attributes. Avoid solely using the universal chasing-arrows recycling symbol, as it may cause confusion about the packaging's recycled content or capabilities.

Additionally, brands should have a record of verifiable documentation that legally proves their packaging contains the claimed amount of PCR material. This helps support sustainability claims, shows regulatory compliance and builds trust with consumers.

While PCR packaging can support sustainability initiatives and reduce the use of virgin materials, successful implementation requires careful planning. Considering factors like performance, availability, compliance and environmental claims can help brands choose the right solution for their needs.

At The Cary Company, we understand how important it is to choose sustainable, high-performing solutions. That’s why we offer several PCR packaging options designed to meet different environmental goals.

If you’re interested in exploring PCR or other eco-friendly packaging alternatives, our packaging experts can assist with finding the best product to meet your requirements. Give us a call at 630-629-6600 or email us at sales@thecarycompany.com!