Paper Packaging Is Preferred By Consumers

Using sustainable packaging helps brands positively connect with consumers. Sustainability is at the forefront of consumers’ and regulators’ minds, and the challenge for consumer brands has become clear. It is no longer a question of whether brands should shift to more sustainable packaging, but how.

Paper-based packaging is consumers’ preferred packaging material, ranking highest in 9 out of 15 environmental, visual and physical attributes, including
biodegradability, environmental performance and ease of recycling.

Two Sides Trend Tracker 2025

Over the last decade, the forces pushing for sustainability have strengthened around the world. FMCG companies and retailers have made bold commitments in response to public concerns about packaging waste and environmental impacts. Events such as the COVID-19 pandemic, supply chain disruptions and growing concerns about climate change have further accelerated the shift towards more sustainable products and packaging.

Concern for the environment is driven by a combination of scientific evidence, public awareness and government action. Increasing attention on plastic pollution, particularly the impact of microplastics in oceans, waterways, food chains and the human body, has heightened consumer expectations of the products they buy
and the packaging they use. As a result, brand owners are facing growing pressure to demonstrate that their packaging is responsibly sourced, efficiently produced and easy to recycle.¹

The 2025 Two Sides survey found that consumers are adapting their purchasing behaviours to reflect shifting environmental preferences. 53% of consumers are actively taking steps to increase their use of paper packaging. 41% of consumers would even avoid retailers that are not actively trying to reduce their use of non-recyclable
packaging.²

The environmental impact of packaging is becoming an increasingly important factor in consumer purchasing decisions. In another recent survey, more than half (51%) of European consumers say they consider climate change when choosing packaged products, highlighting the growing importance of sustainable
packaging for brand owners and retailers.³

Paper packaging is preferred by consumers for many environmental and practical attributes², including:

• Home compostable/biodegradable, 75%
• Lighter weight, 54%
• Better for the environment, 53%
• Easier to recycle, 51%
• Easier to open/close, 51%
• Easier to store, 40%