Packaging preferences unpacked: Consumers choose paper-based packaging

The latest Two Sides Trend Tracker 2025 survey, one of the print and paper industry’s most extensive and authoritative studies, confirms that paper-based packaging is increasingly recognised by consumers as the most sustainable packaging option. It is favoured for its compostability, recyclability, and reduced environmental impact.

Among a wide range of packaging materials, paper and cardboard emerged as the preferred choice in 9 out of 15 categories, followed by glass in 4 categories, and metal and plastic in just 1 each. The survey, which involved more than 12,000 consumers across Europe, asked respondents to assess packaging materials based on key criteria including recyclability, compostability, environmental impact, and user-friendliness.

When asked about home compostability and biodegradability, 75% of respondents selected paper/cardboard. Additionally, 53% identified it as the most environmentally friendly option, and 51% regarded it as the easiest material to recycle.

Calling for systemic responsibility in sustainability

The study also explored consumer views on accountability for reducing single-use, non-recyclable packaging. A significant 39% believe governments and local authorities should lead the charge, followed by brands, retailers and supermarkets (22%), and packaging manufacturers (20%). Only 19% of respondents believe the primary responsibility lies with individuals – underlining a widespread call for systemic changes through legislation and corporate action.

Paper and cardboard remain the most recycled packaging materials in Europe. According to Eurostat and the Global Transboundary E-waste Flows Monitor, the recycling rates in the EU (2022 data) are:

• Paper and cardboard: 79%
• Metal: 77%
• Glass: 76%
• Electronic waste: 43%
• Plastic: 41%

A proven and sustainable alternative

With growing regulatory and consumer pressure to reduce plastic waste and lower carbon emissions, the packaging industry is under increasing scrutiny. Paper-based packaging is proving to be a viable and sustainable alternative – renewable, recyclable, widely collected, compostable, and naturally biodegradable.

Unlike many synthetic materials, paper decomposes harmlessly, contributing to Europe’s circular economy. It also fulfils both functional and aesthetic requirements: it is lightweight, versatile, and easy to print. In today’s context of eco-conscious branding and enhanced unboxing experiences, more and more leading retailers and businesses are choosing paper to reinforce their environmental values.

Nevertheless, the report emphasises the continued need for collaboration between industry, policymakers, and NGOs to educate consumers and address common misconceptions – especially regarding the full lifecycle of packaging materials and the genuine sustainability of paper-based options.

“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 reflects their core values – sustainability, simplicity, and responsibility. Our role is to nurture that trust by promoting transparency and highlighting the environmental advantages supported by robust data.”