Consumers prefer paper-based packaging for sustainability, says Trend Tracker 2025. The new survey reveals that European consumers continue to favour paper and cardboard.
According to the research, 75% of respondents chose paper and cardboard for their compostability and biodegradability, 53% s considered them the best materials for the environment, and 51% said they were the easiest to recycle.
The latest industry-wide survey by Two Sides confirms that paper-based packaging continues to gain consumer preference as the most sustainable packaging choice. The Trend Tracker 2025 report – based on interviews with over 12,000 consumers across Europe, the Americas, Africa and Oceania – found that consumers value paper-based packaging for its compostability, recyclability, and lower environmental impact.
Consumers choice paper-based packaging
The Two Sides Trend Tracker 2025 is a comprehensive global survey investigating consumer attitudes toward paper-based products. Commissioned by Two Sides and conducted by independent research company Toluna, the study was carried out online in January 2025.
The 2025 r survey gathered nationally representative insights from 12,400 consumers across Europe – Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom – as well as Argentina, Australia, Brazil, Canada, New Zealand, South Africa, the United States.
Among 15 material categories, paper and cardboard ranked first in 9, glass in 4, and plastic and metal in just one each. When asked about compostability and biodegradability, 75% of respondents chose paper and cardboard. Over half (53%) viewed it as the most environmentally friendly option, and 51% found it the easiest to recycle.
With growing pressure to reduce plastic waste and cut carbon footprints, the packaging sector is under scrutiny. Paper-based packaging has emerged as a strong solution – not only renewable and recyclable, but also widely collected, compostable, and naturally biodegradable.
Environmental perceptions and media habits
The print and paper industry still faces myths, many rooted in outdated assumptions about paper’s impact on forests. In reality, European forests grew by 58,390 km2 between 2005 and 2020 – an area larger than Switzerland (Two Sides Analysis of FAO data, 2005 – 2020). According to survey, yet only 16% of consumers recognise that European forests are expanding.
Paper remains one of the most sustainable products we use today: it is derived from a natural, renewable resource and part of a thriving circular economy. Despite these facts and the industry’s progress in promoting these truths, many consumer perceptions are shaped by misinformation.
Recycling is another area where consumer understanding lags. Europe’s paper recycling rate is 79%, making it one of the most recycled materials in the world (Cepi, 2023). However, only 25% of European consumers know that the rate for paper and paper-based packaging exceeds 60%.
About media habits, the COVID-19 pandemic also disrupted print media, accelerating digital consumption. However, the 2025 survey shows steady preferences for print across major categories. Many consumers still prefer important documents in print for reasons of security, permanence, and accessibility. Studies also confirm that reading on paper improves focus and comprehension, helping people retain key information.
Packaging perceptions
Paper-based packaging is increasingly recognised as the preferred sustainable packaging choice, especially as e-commerce expands. The survey shows that consumers prefer paper-based packaging for its compostability, recyclability, and lower environmental impact.
Consumers were asked to select their preferred packaging material – paper/cardboard, plastic, glass, or metal – based on various important environmental, visual, and physical attributes. Paper and cardboard were the top choice in 9 categories, glass in 4, and plastic and metal in just 1 each.
The survey revealed that 53% of responders prefer paper packaging because they believe it is better for the environment, and 62% prefer online orders to be delivered in paper packaging.
Tissue products
The study also examined perceptions of tissue products, which provide essential sanitary and health benefits but are often associated with environmental myths.
In fact, over 90% of the wood fibre used in European tissue production is sourced locally, with 73% of wood and 90% of market pulp certified under sustainable forest management schemes (Cepi Forest Resources, 2023).
Nevertheless, consumer preference leans toward recycled materials: 61% think tissue products should be made from recycled fibre, and 43% actively seek recycled tissue products.
Sustainable change
The survey highlights shifting views on who bears responsibility for sustainable packaging. Most consumers (39%) believe the responsibility lies with governments and local authorities, followed by brands, retailers, and supermarkets (22%), and packaging producers (20%). Only 19% place the responsibility on individuals.
Paper and cardboard remain Europe’s most recycled packaging materials, with a recycling rate of 79%, ahead of metal (77%), glass (76%), plastic (41%) and electronics (43%) (as says Eurostat, Recycling rate of packaging waste by type of packaging EU27, 2022; Global Transboundary E-waste Flows Monitor, 2024).
Circular economy in Europe
Unlike synthetic materials, paper breaks down harmlessly and supports Europe’s circular economy. It also meets practical and aesthetic needs: lightweight, versatile, and easy to print. In the era of unboxing experiences and eco-conscious branding, leading retailers are increasingly choosing paper to reflect their environmental values.
The report emphasises the importance of continued collaboration between industry, governments, and advocacy groups to educate consumers and challenge misconceptions – particularly about the lifecycle of packaging materials and the true sustainability of paper.
As sustainability concerns intensify, paper-based packaging is gaining a credible solution as a renewable, biodegradable, and easily recyclable. Its practicality and appeal make it a strong choice for brands seeking sustainable and consumer-friendly packaging.
«There’s momentum behind paper, and we must build on it» says Jonathan Tame, Managing Director of Two Sides Europe. «Consumers trust paper because it aligns with their values—sustainability, simplicity, and responsibility. Our job is to keep that trust growing by promoting transparency and championing the environmental benefits that are backed by real data».