According to the „Consumer Perception Survey Report 2025“ by the US Paper and Packaging Board, consumers increasingly want sustainable packaging solutions. According to the report, paper packaging performs best in terms of environmental friendliness, recyclability and brand perception.
The US-based Paper and Packaging Board surveyed current attitudes towards the sustainability of packaging as part of its annual FPI Consumer Survey 2025. Over 2,000 US consumers were asked about their preferences regarding materials, recycling and brand perception in the context of packaging solutions.
Key finding of the study: Paper-based packaging enjoys a high level of trust and is perceived as environmentally friendly by a large majority. In the direct assessment of various packaging materials, paper scored best in terms of both „easy recyclability“ (70 % in favour) and „biodegradability“ (68 %).
In addition, 67 % of respondents stated that they are more likely to choose products if their packaging appears environmentally friendly. According to the FPI, this presents a clear opportunity for brand companies: 56 % of consumers associate paper packaging with positive brand values such as sustainability, credibility and quality.
Paper also scores points in the perception of specific packaging functions. 65 % of respondents prefer product information to be printed directly on the packaging - an advantage that paper clearly has over plastic packaging, according to the report. In addition, 73 % of consumers expect companies to communicate more actively about the recyclability of their packaging.
The results also showed a change in expectations: 60 % of the participants stated that they would judge companies more on their packaging decisions than two years ago. In this context, the study emphasises the growing relevance of sustainable packaging solutions along the entire supply chain.
Background to the study
The report is based on an online survey conducted in May 2025, in which over 2,000 consumers from the United States were questioned. The study was conducted by the agency TAP Research on behalf of the FPI. The aim was to analyse consumer perceptions of packaging, recycling, sustainability and brand consistency and to derive options for action for brand owners.
Source: Foodservice Packaging Institute (FPI)
