Research
Unwrapped: Plastic packaging matters | September 2025
In a new edition of Unwrapped, we discuss plastic packaging developments in the US and EU, including the latest in recycling, legislation, and consumer trends.
In a new installment of Unwrapped, we discuss plastic packaging developments in the US and EU, including the latest in recycling, legislation, and consumer trends.
Europe's plastic recycling industry continues to face structural challenges, from inconsistent collection systems to limited processing capacity, threatening its ability to meet sustainability targets. In the US, a surge of imported postconsumer recycled (PCR) materials is disrupting domestic markets, creating pricing volatility and competitive strain for local recyclers. Meanwhile, California has marked a milestone: Cartons have officially reached “widely recyclable” status, signaling progress in infrastructure and consumer participation.
Global negotiations in Geneva stalled, leaving the plastics treaty unresolved and producers without a unified framework to guide long-term planning. This deadlock underscores the complexity of aligning international interests on plastic waste reduction. Meanwhile, Europe continues to grapple with the gap between ambitious recycling goals and the realities of fragmented infrastructure and consumer behavior. The EU has launched a long-awaited consultation on chemically recycled content, aiming to clarify definitions and set future standards.
A new study by McKinsey shows consumer willingness to pay more for sustainable packaging is limited.
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