Toothpaste Tubes in the Spotlight This Recycle Week 2025
A Packaging Problem Turned into an Opportunity
For years, toothpaste tubes have been one of the UK’s most confusing household items when it comes to recycling. Traditionally made from layers of plastic and aluminium, they were almost impossible to process, often ending up in landfill despite consumers’ best intentions.
This Recycle Week 2025 (22–28 September), WRAP is highlighting a significant change: many leading brands have switched to packaging made from high-density polyethylene (HDPE), a material that is widely recyclable.
Brands such as Colgate, Sensodyne, Aquafresh and Corsodyl have already adopted the new design, meaning millions of households can now recycle their toothpaste tubes alongside standard plastic packaging.
Why the Change Matters
According to WRAP, more than 252 million toothpaste tubes are sold in the UK every year. Until recently, most of them were destined for landfill because of the aluminium barrier layer that made recycling unviable.
Now, with HDPE, the material can be reprocessed into useful products such as:
- household bottles (bleach, cleaning products)
- plastic piping
- garden furniture
Catherine David, CEO at WRAP, described the switch as a “game-changing moment for recycling,” noting that a long-standing problem item has been given a sustainable redesign.
Recycling Toothpaste Tubes in Practice
Progress is already visible at the local level. Around three million households can now place HDPE toothpaste tubes in their kerbside collections, with more local authorities expected to follow.
In addition, Boots continues to offer a take-back scheme through its UK stores, where customers can return not only toothpaste tubes but also other difficult-to-recycle bathroom and beauty packaging.
Remaining Challenges
Despite the switch to HDPE, early reports suggest that some recycling facilities are facing difficulties sorting and handling the new tubes. This highlights a broader challenge in UK recycling: packaging may be technically recyclable, but practical infrastructure and consumer behaviour need to align for the system to work effectively.
Recycle Week 2025 Campaign
To reinforce its message, WRAP has launched three new “Rescue Me!” characters for this year’s Recycle Week. These playful mascots are designed to remind households that common items including: toothpaste tubes, aluminium foil, and shampoo bottles, belong in the recycling, not the bin.
They join WRAP’s existing line-up that already promotes recycling for aerosols, yoghurt pots, toilet roll tubes, trigger sprays, and perfume bottles.
WRAP estimates that UK households still miss at least two recyclable items every week, which adds up to an astonishing 2.3 billion items sent for disposal annually.
Final Thoughts
The spotlight on toothpaste tubes during Recycle Week 2025 shows how targeted changes in packaging design can make a huge difference. By shifting to recyclable HDPE, major brands have transformed one of the trickiest waste items into a resource that can be reused again and again.
For businesses, this development is also a reminder that packaging choices matter. Aligning products and operations with recycling infrastructure is key to meeting both customer expectations and regulatory requirements.
Affordable Waste Management
At Affordable Waste Management, we believe in more than just collections. We believe in responsibility. As a socially active company, we support initiatives that raise awareness around recycling and sustainability.
We provide commercial waste collection, disposal and recycling services across the UK, helping businesses stay compliant with legislation while managing costs effectively. With a nationwide network of contractors, transparent pricing, and dedicated customer support, we make waste management straightforward and reliable.