Reduce virgin plastic by 25% by 2025 (2020 base year)
Latest reported: 33% reduction (2025)
From the source“Continued reduction of virgin plastics by 33%”
Kenvue – 2025 Healthy Lives Mission Report announcement · Jun 2026
Pharma and health, Personal care
Kenvue packaging profile
Kenvue, the former Johnson & Johnson consumer health business, sells self-care, skin health and essential health brands. It reports a 33% cut in virgin plastics from 2020.
Company profile
At a glance
- Legal name
- Kenvue Inc.1
- Incorporated
- Delaware, USA1
- Headquarters
- 1 Kenvue Way, Summit, New Jersey 07901, USA1
- Listing
- New York Stock Exchange: KVUE1
- Financial year end
- Sunday closest to 31 December (FY2025 en1
- Net sales
- USD 15,124 million (2025); USD 15,455 million (2024)2
- Organic sales growth
- -2.2% (2025)2
- Employees
- About 22,000 (28 Dec 2025)1
- Markets
- Products marketed in more than 165 countries1
- Website
- kenvue.com10
- Note
- Kimberly-Clark agreed on 2 November 2025 to acquire Kenvue (0.14625 Kimberly-Clark shares plus USD 3.50 cash per Kenvue share). Shareholders of both companies approved on 29 January 2026 and the U.S. HSR waiting period expired on 4 February 2026.1
- Note
- As of the Q2 2026 results (6 August 2026) the transaction was expected to close in the fourth quarter of 2026, subject to foreign regulatory approvals. Q2 2026 net sales were USD 3,955 million.7
- Note
- Kimberly-Clark has announced a post-closing structure of four segments: North America, Asia Pacific Focus Markets, EMEA and Enterprise Markets.8
- End uses
- Pharma and health, Personal care
The business
Business and brands
Net sales by segment
| Segment | Net sales | Year |
|---|---|---|
| Self Care | USD 6,378 million2 | 2025 |
| Skin Health and Beauty | USD 4,114 million2 | 2025 |
| Essential Health | USD 4,632 million2 | 2025 |
Brands by category
- Self Care1
- Benadryl
- Calpol
- Motrin
- Nicorette
- Rhinocort
- Tylenol
- Zarbee's
- Zyrtec
- Skin Health and Beauty1
- Aveeno
- Dr.Ci:Labo
- Le Petit Marseillais
- Lubriderm
- Neutrogena
- OGX
- Rogaine
- Essential Health1
- BAND-AID Brand
- Carefree
- Desitin
- Johnson's
- Listerine
- o.b.
- Stayfree
- Regional brands named in company packaging article (China, Australia)6
- Dabao
- Codral
As the company reports it
Packaging profile
Formats and materials the company itself reports using, in its own reporting. No pack specifications, volumes or supplier names beyond what it has published.
| Format | Material | What the company reports |
|---|---|---|
| Bottle | PET, recycled | Listerine clear PET bottles: 100% PCR in Asia Pacific, EMEA and Latin America and 50% PCR in North America (excluding closures, labels and colorants); more than 7,000 metric tons of virgin plastic removed annually; wash-off label adhesive adopted. The company says Listerine is its largest plastic footprint.4 |
| Bottle and pump | Plastic, recycled; all-plastic pump | Aveeno Adult lotion and body wash bottles with 100% PCR (excluding closures, labels and colorants), about 300 metric tons of virgin plastic removed annually; all-plastic pump without metal launched on EMEA lotion bottles4 |
| Refill pouch (doypack); bottle | Flexible plastic; recycled plastic | Le Petit Marseillais shower gel and hand wash doypack refills using at least 50% less plastic than a standard bottle; more than 1.5 million doypacks sold; one shower gel bottle raised from 30% to 99.87% PCR4 |
| Carton (replacing blister) | Paper/board | Nicorette lozenge secondary packaging moved from plastic blister and box to recyclable paper carton and box, cutting total plastic in secondary packaging by 85%; extended to all lozenge sizes4 |
| Carton (replacing clamshell) | Paper/board | Zyrtec moved from a clamshell to paper in 2024, removing about 152,000 pounds of plastic a year6 |
| Bottle | Plastic, 100% PCR | OGX shampoo and conditioner bottles in 100% PCR material with resized cap orifices6 |
| Refill pouch | Mono-material PE | Johnson's Baby shampoo and bath refill pouches in mono-material polyethylene (Latin America)6 |
| Bottle | Plastic | Dabao (China) plastic bottle lightweighting avoiding over 120 metric tons of plastic6 |
| Pump dispenser | Plastic with metal spring | Neutrogena Hair Restore shampoo pump contains a metal spring that blocked a circularity improvement; the company is investing in recyclable pump technologies4 |
| All | Resins, paper, pulp | Resins, paper and pulp are among the principal raw materials; most raw and packaging materials are bought from third parties and available from several sources1 |
Reporting scope: Report data relates to the calendar year ending 31 December 2025 unless otherwise indicated. Paper and wood fibre packaging sourcing indicators were assured by ERM CVS (limited assurance, s11).4
Packaging suppliers
No packaging supplier relationship is publicly announced in the sources reviewed. The company names programme partners only.
Industry and recycling partners named by the company6
The register
Packaging targets and progress
Targets and progress are taken from each company's own published reports, with a quote and a link on its page. Status shows met or missed only where the company has reported the result. No contacts, purchase volumes, supplier relationships or pack specifications are listed.
50% reduction of virgin plastic in packaging by 2030 (2020 base year)
Latest reported: 33% reduction (2025)
From the source“50% reduction of virgin plastic in packaging by 2030 from a 2020 base year.”
95% recyclable or refillable packaging by 2030
Latest reported: 67.1% (2025) per Packaging Dive; not confirmed in primary text
From the source“95% recyclable or refillable packaging by 2030”
100% certified or verified recycled paper and wood fibre packaging by 2025
Latest reported: Not reported in source
From the source“Specifically, we aim to achieve 100% certified or verified recycled paper and wood fiber packaging by 2025”
Commitments
Commitments and baselines
Every packaging and supply-chain commitment the company has published, with its baseline and the latest progress it reports. Status says met or missed only where the company states the result.
| Commitment | By | Baseline | Latest reported | Status |
|---|---|---|---|---|
| Healthy Lives Mission25% reduction of virgin plastic in packaging by 20254 | 2025 | 2020 | 33% reduction (2025) | Met |
| Healthy Lives Mission50% reduction of virgin plastic in packaging by 20304 | 2030 | 2020 | 33% reduction (2025) | In progress |
| Healthy Lives Mission100% recyclable or refillable packaging by 20256 | 2025 | – | 67.1% (69% in 2024, 71.4% in 2023) as reported by Packaging Dive (s9); not found in the primary report text that could be read (2025) | Missed |
| Healthy Lives Mission95% recyclable or refillable packaging by 20304 | 2030 | – | 67.1% (2025, third-party report s9) | In progress |
| Healthy Lives Mission100% certified or verified recycled paper and wood fibre packaging by 2025; zero deforestation and directly purchased paper-based packaging from low-risk sources4 | 2025 | – | Not reported in the text read; the indicators were within ERM CVS limited assurance scope (s11) but values were not shown | Not reported |
Initiatives and pacts the company names
Last 24 months
Recent packaging developments
Release of the 2025 Healthy Lives Mission results: virgin plastic in packaging cut 33% versus 2020, beating the 25% goal for 2025.5
2025 Healthy Lives Mission Report sets 2030 packaging goals (50% virgin plastic reduction vs 2020; 95% recyclable or refillable) and reports 100% PCR Listerine bottles introduced across Europe.4
Company article on plastic packaging: OGX bottles in 100% PCR, Johnson's Baby mono-PE refill pouches in Latin America, Dabao bottle lightweighting, Codral blister recycling in Australia.6
Merger agreement signed with Kimberly-Clark; close expected in Q4 2026 per the Q2 2026 release.1
SPI analysis
Regulatory exposure
SPI analysis Our reading of the sourced facts above. Not company-reported, not legal advice.
Basis: Presence is taken from subsidiaries listed in Exhibit 213 and the 10-K statement that products are marketed in more than 165 countries1. Rule IDs are from the SPI Regulation Tracker. Applicability is SPI's reading of the rule against the company's reported product and packaging mix (OTC medicines, skin and personal care, wound and feminine care; no beverages or food); it is not legal advice and does not state the company's actual liability.
| Jurisdiction | Rules in the Regulation Tracker |
|---|---|
| European UnionSubsidiaries in several Member States, including Germany, France, Spain, Italy, Belgium and the Netherlands3 |
Plastic bottles, pumps, refill pouches and cartons fall under PPWR recyclability, labelling and recycled-content rules. Contact-sensitive packaging for medicinal products has specific treatment under the PPWR recycled-content rules; how much of the OTC portfolio this covers was not checked. |
| GermanyKenvue Germany GmbH3 | |
| FranceKenvue France3; Le Petit Marseillais refill range sold in France4 | |
| SpainJNTL Consumer Health (Spain), S.L.3 | |
| AustriaKenvue Austria GmbH3 | Austrian tracker rule is beverage deposit only; not relevant to the product mix. |
| IrelandJNTL Consumer Health I (Ireland) Limited3 | Tracker rule is beverage DRS only. |
| PortugalJNTL Consumer Health (Portugal), Limitada3 | Tracker rule is beverage DRS only. |
| PolandJNTL Consumer Health (Poland) sp. z o.o.3 | Tracker rule is beverage DRS only. |
| United KingdomKenvue UK Limited3 |
Plastic Packaging Tax applies to plastic components under 30% recycled content made in or imported into the UK; licensed human medicine immediate packaging has a tax exemption, so the share of the portfolio affected was not assessed. |
| United StatesHeadquarters, Summit, New Jersey1 |
State packaging EPR, New Jersey recycled content for rigid plastic containers (home state) and California SB 343 labelling. The 2025 report says the Sustainable Innovation Profiler is used to help minimise EPR fees (s4, p. 18). |
| CanadaKenvue Canada Inc.3 | |
| IndiaJNTL Consumer Health (India) Private Limited3 | |
| ChinaBeijing Dabao Cosmetics Co., Ltd.3; Dabao bottle lightweighting reported6 | Excessive packaging standard covers cosmetics, which matches the Dabao business. |
| JapanJNTL Consumer Health K.K.3 | |
| AustraliaJohnson & Johnson Pty Ltd3; Codral blister recycling programme in Australia6 | Proposed national EPR scheme; PR-AU-001 targets expired. |
| New ZealandJNTL Consumer Health (New Zealand) Limited3 | Tracker rules are single-use plastic item phase-outs; no direct match found. |
| VietnamJNTL Consumer Health (Vietnam) Co. Ltd.3 | |
| PhilippinesJNTL Consumer Health (Philippines) Inc.3 | |
| IndonesiaPT Integrated Healthcare Indonesia3 | |
| ChileKenvue Chile S.A.3 | |
| ColombiaKenvue Colombia S.A.3 | |
| BrazilJNTL Consumer Health (Brazil) Ltda.3 | |
| KenyaNo Kenyan subsidiary in Exhibit 21; sales not confirmed | Applies only if the company places packaged products on the Kenyan market. |
| South AfricaKenvue SA Proprietary Limited3 | |
| United Arab EmiratesJNTL Consumer Health Middle East FZ-LLC3 | Dubai rule targets single-use products (bags, cups, cutlery); no direct match. |
Plastic taxes: Plastic taxes in the tracker that can apply to this product mix: UK Plastic Packaging Tax (PR-GB-001) and Spain's non-reusable plastic packaging tax (PR-ES-001). Medicine packaging may qualify for exemptions in some regimes; not assessed. The EU plastic own resource (PR-EU-017) is paid by Member States, not by companies.
SPI analysis
What this means for packaging suppliers
SPI analysis Our reading of the sourced facts above. Not company-reported, not legal advice.
Kenvue beat its 2025 virgin plastic goal (33% cut versus 2020) but its recyclable or refillable share is reported by trade press at about 67% against a 100% goal for 2025, so the 2030 targets (95% recyclable or refillable, 50% virgin plastic cut) put the pressure on design for recycling rather than on recycled content alone. The company itself points to the problem areas: pumps with metal springs, blister packs and clamshells, and multi-material components. That signals demand for all-plastic recyclable pumps, paper cartons replacing blisters and clamshells across self-care brands, mono-material PE refill pouches, and clear PET with high PCR, especially as Listerine North America moves from 50% toward 100% PCR. Fibre suppliers should expect certification or verified-recycled evidence. The pending acquisition by Kimberly-Clark, expected to close in Q4 2026, may change sourcing organisation and targets after closing. No supplier relationship has been publicly announced, so this describes where demand is likely, not who supplies it.
Limits
Data gaps
What the sources reviewed do not show, or what we could not confirm. Know something we have missed? Tell the SPI team and we will check it.
- The 2025 recyclable or refillable packaging figure (67.1%) comes from trade press (Packaging Dive); the primary report's data tables (pages 67-76) and packaging section (pages 61-63) could not be read from the web version.
- No 2025 progress figure found for the 100% certified or verified recycled paper and wood fibre packaging goal.
- No packaging supplier relationships are publicly announced in the sources reviewed.
- Packaging tonnage by material is not stated in the sources read.
- No national Plastics Pact or CGF Plastic Waste Coalition membership found; not ruled out.
- Kenya presence not confirmed by Exhibit 21.
- Timing and effect of the Kimberly-Clark acquisition on Kenvue's packaging targets are not known; closing had not been announced as of the latest Kenvue release reviewed (30 September 2026 media list).
- Exemptions for medicinal product packaging under PPWR recycled-content rules and UK Plastic Packaging Tax were not assessed per product.
- Recycled-content target for all plastic packaging not found; only brand-level PCR examples.
Evidence
Sources
- Kenvue Inc. – Form 10-K for fiscal year ended 28 December 2025Regulatory filing · published 20 Feb 2026 · consulted 13 Oct 2026
- Kenvue – Reports fourth quarter and full year 2025 resultsCompany publication · published 17 Feb 2026 · consulted 13 Oct 2026
- Kenvue – Exhibit 21, Subsidiaries of the Registrant (FY2025 10-K)Regulatory filing · published 20 Feb 2026 · consulted 13 Oct 2026
- Kenvue – 2025 Healthy Lives Mission Report (web version)Company publication · published Jun 2026 · consulted 13 Oct 2026
- Kenvue – Kenvue beats 2025 packaging goal, demonstrates continued progress on more sustainable innovationCompany publication · published 16 Jun 2026 · consulted 13 Oct 2026
- Kenvue – Powering sustainability through plastic packaging innovationCompany publication · published 4 Nov 2025 · consulted 13 Oct 2026
- Kenvue – Reports second quarter 2026 resultsCompany publication · published 6 Aug 2026 · consulted 13 Oct 2026
- Kimberly-Clark – Announces post-closing organizational structure and identifies key leadershipCompany publication · published 15 Apr 2026 · consulted 13 Oct 2026
- Packaging Dive – Kenvue 2025 sustainability report: packaging and plastic reductionThird party · published 30 Jun 2026 · consulted 13 Oct 2026
- Kenvue – Our commitmentsCompany publication · consulted 13 Oct 2026
- Kenvue – Limited assurance statement 2025 (ERM CVS)Company publication · published 11 Jun 2026 · consulted 13 Oct 2026
- Kenvue / Kimberly-Clark – Shareholders approve Kimberly-Clark's acquisition of KenvueCompany publication · published 29 Jan 2026 · consulted 13 Oct 2026
Targets in the register above link to their own source. Facts are summarised in the SPI team's words; quotes are marked.
Method
About the SPI Buyers Database
- Purpose
- To help packaging makers and suppliers see what large buyers have committed to publicly, by end use and region, and how far they have got.
- Coverage
- 42 large brand owners and retailers so far, chosen for their size in packaging demand. It is not a complete list of buyers in any market.
- Data sources
- Each company's own sustainability, annual and ESG reports, press releases and filings, plus official sources where a pledge was made to a public body.
- SPI Methodology
- For each target we record the wording, the target year, the latest progress the company reports and a short quote from the source. Status says met or missed only when the company states the result; otherwise it shows in progress or not reported.
- Limitations
- Companies report on different bases and years. Headquarters countries and end uses are assigned by the SPI team and are not separately sourced. Rows have not yet been re-checked by a second SPI team member. No contacts, purchase volumes, supplier relationships or pack specifications are included.
- Access
- Free to read and to download as CSV. For an analysis of a buyer group for your products, ask for a buyer briefing.
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Questions people bring
- Q1
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We compare the realistic alternatives on recyclability evidence, regulatory fit and cost direction, and say where the evidence is thin.
- Q2
How do our targets compare with our peers'?
We benchmark the public packaging commitments and reported progress of the companies you name, each with its source.