According to the new „Trend Tracker Report 2025“ from Two Sides, paper-based packaging continues to gain favour among European consumers. The international organisation of the paper and printing industry surveyed over 12,000 consumers in Europe on their attitudes towards packaging materials - with clear results: paper and cardboard are considered to be the leaders in terms of recyclability, environmental impact and user-friendliness.
The results of the report show: Paper and cardboard were named most frequently as the preferred packaging material for nine out of 15 properties surveyed - including criteria such as biodegradability, environmental friendliness and ease of recycling. For example, 75 per cent of respondents agreed that paper/cardboard is particularly biodegradable. 53 per cent rate the material as environmentally friendly and 51 per cent consider it to be particularly easy to recycle.
The actual recycling rates underpin this confidence: According to Eurostat, the recycling rate for paper and cardboard packaging in the EU27 was recently 79 per cent - ahead of metal (77 per cent), glass (76 per cent) and plastic (41 per cent).
Responsibility for sustainable packaging: Politics and industry have a duty
Another key finding of the study concerns the question of who consumers believe bears the main responsibility for reducing single-use packaging. 39 per cent believe that governments and authorities are primarily responsible. 22 per cent cite brands, retailers and supermarkets, and 20 per cent packaging manufacturers. Only 19 per cent believe that consumers themselves are primarily responsible. The desire for structural change - for example through legislation or industry standards - is therefore clearly recognisable.
Paper packaging as part of the circular economy
The authors of the study emphasise that paper-based packaging is not only ecologically beneficial, but also functional and visually attractive. Paper is a renewable raw material, easy to print on and part of functioning collection and recycling systems. The material is playing an increasingly important role in e-commerce in particular due to its low weight and suitability for unboxing experiences.
„There is a momentum behind paper and we need to build on that,“ says Jonathan Tame, Managing Director of Two Sides Europe. „Consumers trust paper because it matches their values - sustainability, simplicity and responsibility.“
The truth is that the study was published by Two Sides, an organisation representing the interests of the European paper and printing industry with the declared aim of promoting the benefits of paper-based packaging. The results of the survey therefore also reflect the perspective of an industry that is positioning itself in increasing competition with other packaging materials. It is therefore important to categorise the data against the background of this objective.
A summary of the report can be downloaded from the Two Sides website: https://twosides.info/trend-tracker-2025 - The complete results are available to members or for a fee.
