The Tide Turns Toward 50% PCR

“P&G has been integrating post‑consumer recycled materials into packaging in North America for more than 35 years. Throughout this period, the company has maintained continuous use of PCR in HDPE applications, long before recycling content became a widespread industry standard”, says Gian De Belder, Technical Director - R&D Packaging Sustainability​ P&G.

In the early 1990s, P&G — in collaboration with long‑standing partners from the packaging sector — contributed to setting up an rHDPE supply stream in the United States. This early initiative played a role in strengthening supply reliability and shaping today’s recycling infrastructure.

With the introduction of Tide bottles containing 50% PCR, P&G is significantly increasing the recycled content for one of the most familiar laundry brands in North America. “The PCR material is reprocessed on an EREMA machine, supporting the consistent material quality required for brand packaging, high production volumes, and downstream performance”, says De Belder.

Strengthening closed-loop material flows

The company plans to continue conversions to 50% PCR over the coming years. This development aligns with broader circularity goals and reinforces demand for high‑quality rHDPE — an important driver for strengthening closed-loop material flows.

The rollout signals two broader industry trends: the growing maturity of rHDPE supply chains and the role of advanced reprocessing technologies in scaling PCR use reliably across major consumer brands.