Two Sides Trend Tracker 2025 Survey Highlights Consumer Preference for Paper-Based Packaging
8th July 2025, London, UK – The Two Sides Trend Tracker 2025 survey, a comprehensive study of the print and paper industry, reveals a growing consumer preference for paper-based packaging as the sustainable choice. The survey, which involved over 12,000 European consumers, shows that paper/cardboard is increasingly favored for its compostability, recyclability, and lower environmental impact compared to other materials.
Paper Packaging Leads in Consumer Preferences
In a comparison of various packaging materials, paper/cardboard emerged as the top choice in 9 out of 15 categories, with glass leading in 4 categories and metal and plastic only ranking first in 1 category each. Consumers evaluated materials based on key factors such as recyclability, compostability, environmental impact, and ease of use.
- 75% of respondents chose paper/cardboard as the most home compostable and biodegradable material.
- 53% recognized it as the best material for the environment.
- 51% found it the easiest to recycle.
These findings underscore the strong consumer perception of paper-based packaging as an eco-friendly and practical solution.
Shifting Responsibility for Sustainable Change
The survey also explored consumer attitudes toward responsibility for reducing non-recyclable single-use packaging. The results highlight a demand for systemic change, with:
- 39% of respondents believing that governments and local authorities should lead the effort.
- 22% placing responsibility on brands, retailers, and supermarkets.
- 20% viewing packaging manufacturers as key players.
- Only 19% believe individuals should take primary responsibility.
This data emphasizes the need for legislation and industry leadership to drive sustainable packaging practices.
Recycling Rates in Europe
Paper/cardboard is the most recycled material in Europe, with a 79% recycling rate for packaging, outperforming other materials:
- 77% for metallic packaging
- 76% for glass
- 43% for electronics
- 41% for plastic
These statistics reinforce paper’s role in supporting Europe’s circular economy.
Paper as a Proven, Sustainable Alternative
Paper-based packaging has emerged as a strong solution to the growing demand for reducing plastic waste and cutting carbon footprints. Key benefits include:
- Renewability and recyclability: Paper is derived from sustainable forests and is widely collected for recycling.
- Compostability and biodegradability: Unlike synthetic materials, paper breaks down harmlessly in the environment.
- Practicality and aesthetics: Paper is lightweight, versatile, and easy to print, making it ideal for branding and consumer experiences.
Despite these advantages, the report highlights the need for ongoing efforts to educate consumers and correct misconceptions about the lifecycle and sustainability of paper.
Building Momentum Behind Paper
Jonathan Tame, Managing Director of Two Sides Europe, emphasizes the importance of leveraging the momentum behind paper-based packaging:
“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.”
Accessing the Survey Results
A summary of key findings from the Two Sides Trend Tracker 2025 survey is publicly available for viewing and download: twosides.info/trend-tracker-2025. The complete survey data, broken down by country, age, and gender, is available exclusively to Two Sides members or for purchase.
Join the Campaign
To learn more about the campaign or to become a supporter, visit: twosides.info/become-a-member.
The Two Sides Trend Tracker 2025 survey underscores the critical role of paper-based packaging in meeting consumer demands for sustainability and supports the industry’s push for greater transparency and education. Paper’s proven environmental benefits, combined with its practical advantages, position it as a leading solution for a more sustainable future.
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