As brands face growing pressure to incorporate more recycled content, one challenge often gets overlooked: consumer perception.
In a recent interview with Packaging Dive, Passing the sniff test: Overcoming PCR’s odor and color challenges, Atlantic Packaging Sustainability Director Caroline DeLoach discussed how odor and color variations in post-consumer recycled (PCR) plastics can create hurdles for brands looking to increase recycled content. These sensory characteristics don’t affect performance, but they can influence how consumers perceive a product.
Demand for PCR continues to rise as companies respond to recycled content goals and packaging policies such as EPR legislation and California’s SB 54. At the same time, brands must balance sustainability objectives with consumer expectations for packaging that looks and feels consistent.
According to DeLoach, one of the most practical opportunities for PCR adoption is in secondary and tertiary packaging applications such as shrink bundling and stretch film, where slight color variations are less likely to affect consumer perception. Atlantic Packaging has successfully helped customers integrate higher levels of PCR into these applications, including a long-running partnership with a major pet food manufacturer.
The good news is that innovation is rapidly advancing. Improved recycling technologies, enhanced decontamination processes, and creative packaging design strategies are helping brands overcome longstanding PCR challenges and unlock new opportunities for circular packaging solutions.
As the industry continues to evolve, success will depend on collaboration across the value chain and a willingness to rethink how recycled content is incorporated into packaging. With the right application and design approach, PCR can play an increasingly important role in reducing reliance on virgin plastic while maintaining packaging performance and functionality.
Read the full article: Passing the Sniff Test: Overcoming PCR’s Odor and Color Challenges from Packaging Dive