Beiersdorf switches to 100% recycled aluminium aerosol cans in Europe

GERMANY – Consumer goods company Beiersdorf has completed the transition of its European aerosol cans to 100% post-consumer recycled aluminium, marking a major step in its efforts to reduce packaging emissions and advance circular material use.

The initiative was implemented in partnership with Ball Corporation, a global supplier of aluminium packaging. The programme began as a pilot project in 2024 before being rolled out across Europe last year.

Under the new system, several deodorant products from NIVEA MEN and selected sprays from 8×4 are now packaged in aerosol cans made entirely from post-consumer recycled (PCR) aluminium.

Beiersdorf said the shift is expected to significantly reduce emissions associated with aluminium packaging while supporting the company’s long-term sustainability objectives.

“This is more than a packaging innovation – it’s a bold step toward true circularity and fully supporting our sustainability agenda,” said Kelvin Oecksler, R&D Global Packaging Development at Beiersdorf.

“We want to reach net zero by 2045, and for this we must embed solutions that deliver benefits for our planet, our consumers and our business.”

The move also supports Ball Corporation’s own climate goals. According to Victoria Marletta, Vice President for Commercial, Personal and Home Care at Ball Corporation, the collaboration highlights aluminium’s role in circular packaging systems.

“This achievement reflects our belief in the infinite potential of aluminium to drive a world free from waste,” she said.

“It demonstrates that sustainability and commercial success can go hand in hand, while supporting our commitment to reduce absolute emissions by 55% by 2030.”

Reducing carbon emissions in the aerosol value chain

The switch to recycled aluminium is expected to deliver substantial environmental benefits.

Beiersdorf estimates that the transition could reduce CO₂e emissions across the aerosol can value chain by approximately 58%, equivalent to a reduction of around 30 metric tonnes of CO₂e annually.

In addition to increasing recycled content, the company has also implemented lightweighting measures across its deodorant packaging portfolio.

Beginning in 2023, deodorant cans for brands including NIVEA, 8×4, Hidrofugal, and Hansaplast now contain at least 50% recycled aluminium and weigh 11.6% less, reducing raw material consumption and associated emissions.

According to Alban Bourcier, packaging expert at Beiersdorf, aluminium remains one of the most sustainable packaging materials due to its recyclability.

“Aluminium is eternally recyclable without any loss of properties,” he noted. “It can be turned into new aluminium packaging endlessly without compromising safety, colour or strength.”

Industry analysts say initiatives like this demonstrate how major consumer brands are increasingly leveraging high-recycled-content materials and lightweighting strategies to lower packaging emissions while maintaining performance and product safety.

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