In contrast to many other consumer product companies, Germany-based Henkel revised its recycled plastic content target upward by 2030, in what the CEO called “new and ambitious, yet tangible sustainability goals.”
“For 150 years, Henkel has demonstrated that responsible practice and strong business performance go hand in hand,” CEO Carsten Knobel said in a statement. “In today’s challenging and volatile environment, it is more important than ever to take a clear and consistent stance in shaping a sustainable future.”
By 2030, Henkel aims to increase the share of recycled plastic in its consumer packaging to at least 35%, and make 100% of packaging designed for recycling.
The previous targets were to use more than 30% recycled plastics in all consumer goods packaging by 2025, and as of last year Henkel had hit 28%. “This outcome was mainly influenced by volatile market conditions, technical challenges, portfolio shifts, and volume effects across regions,” the company said in its most recent sustainability report. “We are confident that we will continue to increase the share of recycled plastic in our packaging further.”
The company added, “We have taken valuable insights from the developments in 2025. We have now used those insights to set ourselves adjusted, ambitious and realistic targets and commitments for the period up to 2030.”
Henkel also noted that in 2025, liquid laundry detergent bottles for its North American brands contained at least 50% PCR; in Europe its Persil, Spee, X-TRA and Le Chat brand bottles contained 65% PCR plastic; and in Australia and New Zealand, the share rose to 75% for bottles up to 4 liters. The company added that replacing virgin plastics with recycled material is among the most impactful means to lower overall emissions.
In North America the Got2b Curled product line now uses mono-material packaging based on HDPE bottle bodies and PE labels, and in the EU all the company’s 250 ml and 400 ml bottles for shower gels are being switched to transparent material made from 100% RPET.
The company had aimed for all packaging to be designed for recycling or reusability by 2025, and in 2025 that metric was at 88%.
A key segment for the company is coatings and adhesives, notable for their role particularly in the recyclability of PET beverage bottles. Labels and adhesives that do not dissolve during the washing process contaminate PET flake, and lower the quality of the recyclate. One example is its new Technomelt EM 335 RE adhesive for PET bottle labeling.
In addition, Henkel pledged to ensure that 85% of its suppliers meet specific sustainability standards. Cross‑industry initiatives such as Together for Sustainability alongside targeted support programs for small and medium‑sized suppliers, are key enablers of this ambition.
The company produces laundry and home care brands such as All, Snuggle, Purex and Dial; hair care including Schwarzkopf and Got2b; and the adhesive brand Loctite. Henkel is a member of the US Plastics Pact and other plastics-reduction initiatives.
