Why PCR shrink films are emerging as a leading solution for sustainability, product appeal, and performance

Shrink films that include Post-Consumer Recycled (PCR) materials are rapidly gaining traction among retailers, manufacturers, and brand owners. Sealed Air highlights why this packaging approach is becoming an increasingly preferred choice across the industry.

Growing demand for environmentally responsible packaging

Sustainability is now a major influence on how consumers evaluate products, particularly when it comes to packaging. Two factors stand out above all others: whether a package can be recycled and whether it contains recycled materials.

According to McKinsey & Company’s ‘Sustainability in packaging 2025’ survey—based on responses from 11,000 consumers across 11 countries—clear trends are emerging:

  • Recyclability is considered the most important factor in determining whether packaging is sustainable and supports circularity
  • Packaging made using recycled content consistently ranks just behind recyclability in importance
  • A steadily increasing proportion of shoppers are willing to spend more on products with sustainable packaging

At the same time, Europe is pushing forward with ambitious circular economy goals, reinforcing these consumer preferences through policy and regulation:

These developments underscore the growing importance of recycled plastics in modern packaging systems and their influence on purchasing decisions.

Helping businesses meet demands and stay ahead

PCR-based shrink films are well placed to support organisations responding to both regulatory pressures and evolving market expectations.

High-performance PCR packaging: CRYOVAC® CT-400

Sealed Air’s CRYOVAC® CT-400 shrink films incorporate a minimum of 40% PCR material and are certified under EN-15343 standards. This certification ensures traceability of recycled content, enabling businesses to communicate credible and verifiable sustainability claims.

In addition, the films are engineered for recyclability within polyethylene (PE) waste streams*, supporting broader circularity objectives while maintaining functionality.

*Recyclability depends on the structure of the final packaging, its components, and the availability of appropriate recycling systems in specific regions.

Maintaining visual quality despite recycled content challenges

Working with recycled plastic has traditionally introduced challenges in maintaining appearance. Exposure to heat and mechanical processing during recycling can lead to discolouration, including yellowing, which affects clarity and finish.

For shrink films, this has historically led to reduced transparency and gloss, resulting in a cloudy or dull appearance that can negatively affect product presentation. In retail and e-commerce environments, this type of appearance may reduce perceived quality and deter consumers.

However, advancements in material science have significantly improved outcomes. Through innovation, Sealed Air has developed CRYOVAC® CT-400 films that combine PCR content with strong visual performance, offering:

  • Enhanced clarity and optical quality
  • A consistent, high-gloss finish
  • Reliable transparency for product visibility

This ensures that packaging remains visually appealing, supports strong branding, and helps products stand out in competitive environments.

Combining durability with sustainable efficiency

The benefits of CRYOVAC® CT-400 extend beyond recycled content and recyclability. Their performance is further enhanced through Sealed Air’s patented micro-layering technology.

This technology reduces film weight by up to 50% compared with standard polyethylene films. Despite being thinner—ranging from 11 to 38 microns—the films retain high strength and resistance, ensuring product protection throughout transport and handling.

This approach delivers both performance and efficiency across supply chains, including:

  • Improved resource efficiency: Less raw material is required for each package
  • Reduced logistics impact: Thinner films allow more material per roll, improving transport efficiency and contributing to lower carbon emissions

By maintaining durability while reducing material usage, these films help minimise waste and support more sustainable operations.

PCR shrink films such as CRYOVAC® CT-400 represent a practical convergence of sustainability, performance, and visual quality. They enable businesses to respond to regulatory change, meet consumer expectations, and optimise packaging efficiency—all without compromising product protection or presentation.

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