We’ve been working in partnership with local authorities over the last year to support the integration of recyclable mono-material toothpaste tubes into kerbside collections. Momentum is building, with more local authorities now collecting or looking to accept toothpaste tubes alongside plastic pots, tubs, trays and other tubes in line with the Simpler Recycling requirements due by March 2026.
Here’s our latest insights:
- 11% of local authorities in England now report accepting toothpaste tubes at kerbside, according to the latest WRAP LA Portal 2024/25 data download. That’s 34 authorities confirming acceptance on the LA Portal.
- This compares with just 0.5% reporting acceptance in 2023/24 representing a 2100% year on year increase.
- We’re also seeing excellent examples of councils actively promoting toothpaste tube recycling to residents and receiving overwhelmingly positive feedback.
Below are some great examples of local authorities communicating their new toothpaste tube recycling to residents, as well as an engaging video from Somerset Council here.
That’s encouraging but we still have a long way to go.
Across England, 268 local authorities already collect plastic pots, tubs and trays (PTTs), yet only a fraction of local authorities has formally confirmed tube acceptance on WRAP’s LA Portal. If your local authority are now accepting toothpaste tubes at kerbside, please update WRAP’s LA Portal. Your update will then automatically update the citizen Recycle Now Recycling Locator so householders can start recycling toothpaste tubes at home.
The challenge is thus twofold: first, citizen understanding of toothpaste tubes recyclability remains limited; and second, some local authorities may not yet be fully aware that mono-material toothpaste tubes are recyclable, despite the proven technical capabilities and their compatibility within the current infrastructure.
The expansion of kerbside acceptance of toothpaste tubes alongside raising awareness of their recyclability are critical next steps.
How can we support you with this transition?
To amplify the message and to help local authorities communicate confidently and consistently, WRAP is introducing a brand-new face Minty, the Toothpaste Tube character, joining the Recycle Now Rescue Me, Recycle family as part of Recycle Week taking place 22nd – 28th September 2025.
WRAP is developing a Recycle Week 2025 partner toolkit, that includes assets centred around toothpaste tube recycling, as well as other new characters. The new character Minty will feature during Recycle Week 2025, serving as the face of the transition to mono-material toothpaste tubes. The campaign will amplify national awareness and reinforce the message of change. Communications will highlight the growing momentum for kerbside collection of toothpaste tubes, in anticipation of the Simpler Recycling reforms.
This support will ensure consistent, nationwide messaging and equip local authorities with the tools needed to drive public engagement and behaviour change. The initiative aims to empower councils to promote the collection of plastic tubes, including toothpaste tubes, aligning with national policy and simplifying recycling for residents.
By March 2026, most local authorities in England will be required to collect PE and PP plastic tubes that are larger than 50mm as part of the pots, tubs, and trays stream and by supporting local authorities in shifting early we can help unlock household behaviour change beforehand.
Download the new Material Stream Icons for pots, tubs, trays and tubes here: Material stream icons: Plastics | WRAP - The Waste and Resources Action Programme
Unlock the impact ahead of the Recycle Week by our step-by-step approach.
Recyclable toothpaste tubes are one of those “everyday items, big signal” materials: visible to households, tied to major brands, and a real test of how we can move collaboratively from innovation to practical capture. The groundwork is in place. Early adopters are proving it works. Now we need wider alignment.
Please update your LA Portal entry and use the upcoming Recycle Week Partner Toolkit ‘Minty’ toothpaste tube character assets to engage residents. Together we can cut contamination, increase material recovery, and accelerate progress towards a more circular system.
Find out more about Recycle Week 2025?
Recycle now will be hosting a webinar on Monday 11 August at 12:00pm in preparation for Recycle Week 2025 for partners. Register HERE
Contact us
If you would like technical guidance, messaging support, or help confirming acceptance with your contractor, please contact the WRAP’s Local Authority Support team at: LA.support@wrap.ngo
Let us know when you have updated your kerbside collection systems, so we can track progress through the Recycling Locator. Sign up to WRAP’s local authority monthly e-newsletter here.
