Why PCR shrink films are proving a ‘go-to’ solution for sustainability, shelf appeal and strength

Retailers, brand owners and manufacturers are rapidly switching to shrink films containing "Post-Consumer Recycled" (PCR) content. Sealed Air explains why this solution is proving so popular.

Shoppers want sustainable packaging with recycled content

Consumers care about the environmental impact of products and packaging. In particular, they value the importance of recyclability and recycled content.

11,000 consumers across 11 countries took part in McKinsey & Company’s ‘Sustainability in packaging 2025’ survey. Data shows:

‘Recyclable’ ranks as the number one characteristic when consumers are determining the sustainability and circularity of packaging
‘Made of recycled content’ ranked second and third in most countries
A growing share of consumers are willing to pay more for sustainable packaging

With Europe moving quickly towards a circular economy, these consumer perceptions are likely to strengthen. Policies and initiatives are accelerating change.

UK: 2026 is set to see the government publish a Circular Economy Growth Plan. 2025 saw the rollout of the packaging "Extended Producer Responsibility" (EPR) scheme and a nationwide ‘Simpler Recycling’ programme.
EU: The Packaging and "Packaging Waste Regulation" (PPWR) aims to safely increase the use of recycled plastics in packaging and decrease the use of virgin materials. An EU Circular Economy Act is being developed for adoption in 2026, aiming to double the EU’s circularity rate by 2030.

Recycled plastics are a strategic part of the circular economy, and shoppers’ purchasing decisions are likely to be continually influenced by sustainability.

PCR shrink films are well-positioned to help businesses stay compliant and competitive

CRYOVAC® CT-400 shrink films: High-performance with PCR

Sealed Air's CRYOVAC^® CT-400 shrink films contain a minimum of 40% PCR content and are EN-15343 certified, with verified traceability of recycled plastic. This enables retailers, brand owners and manufacturers to make reliable, accurate packaging sustainability claims, which meet customers’ demands.

CRYOVAC^® CT-400 shrink films are also designed for recyclability in PE waste streams*, supporting circularity, without compromising performance.

* Degree of recyclability of the final package depends on the specific product configuration or components intended for recycling and the scope and availability of appropriate local recycling facilities.

A clear choice for creating shelf appeal

Utilising recycled content in shrink films can be a complex process. High temperatures during the recycling of plastic, as well as mechanical stresses, can cause a yellowing or discolouration of the material. Historically, this has proved problematic for shrink films, as it may have impaired the transparency of the film and reduced a film’s natural gloss.

Hazy, cloudy shrink films can appear to be dirty or dusty. They don’t look great on retail shelves or e-commerce product pages, proving off-putting for shoppers and deterring sales.

Advances in materials science and engineering have overcome these challenges. Sealed Air’s pioneering innovation in this area has led to the development of CRYOVAC^® CT-400 shrink films, which utilise a minimum of 40% PCR, while still delivering:

High-quality optics with improved clarity
High-gloss finish
Consistent transparency

This means cleaner display, sharper branding and strong visual impact, helping to engage customers and drive sales.

Delivering strength and sustainability throughout supply chains

The sustainable performance of CRYOVAC^® CT-400 shrink films goes beyond the use of recycled content and the film’s recyclability.

Patented, Sealed Air micro-layering technology has reduced the weight of films by up to 50%, compared to conventional polyethylene (PE) films. This allows for lightweighting of films ranging in thickness from 11 to 38 microns, while still delivering a high film resistance. Product integrity can be protected during storage, handling and distribution to help avoid product damage and waste.

Reduced weight PCR shrink films can deliver sustainable performance throughout supply chains:

Resource efficiency: Less raw material is consumed per package
Lower transport costs: Micro-layering technology produces thinner, high-performance films, allowing more material per roll. This improves cube optimisation during transportation of films to help reduce carbon emissions

Sustainability Meets High Performance Packaging

Ready to enhance sustainability, shelf appeal and strength?

Contact a Sealed Air expert today to learn more about how CRYOVAC^® CT-400 shrink films
could help you to protect products, boost sales and support sustainability goals.

Get Started With Sealed Air

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