As demand for recycled plastic, fueled in large part by consumer demand for more eco-conscious products, has grown, so has the price, to the point where virgin plastic is now cheaper than recycled flake, according to analysts.

As reported by The Guardian, analysts at S&P Global Platts, commodity market specialists, found that recycled plastic now costs $72 more per ton than virgin plastic.

Analysts cite several reasons for this price gap, including increased demand for recycled material, and new plastic being cheaper to produce thanks to increased petrochemical production fueled by the US shale gas boom.