8th July 2025, London, UK
The latest Two Sides Trend Tracker 2025 survey, one of the print and paper industry’s largest and most comprehensive studies, reveals that paper-based packaging is increasingly recognised as the preferred sustainable packaging choice. Consumers favour paper-based packaging for its compostability, recyclability, and lower environmental impact.
Across a broad range of packaging materials, paper/cardboard ranked as the preferred choice in 9 out of 15 categories, with glass leading in 4, and metal and plastic taking only 1 each. The survey asked over 12,000 consumers globally to evaluate materials across key factors such as recyclability, compostability, environmental impact, and ease of use.
When it comes to being home compostable and biodegradable, 75% of respondents chose paper/cardboard. A further 53% selected it as the best material for the environment, and 51% found it the easiest to recycle.
Shifting The Responsibility For Sustainable Change
In a key insight into consumer attitudes toward responsibility, 39% believe that governments and local authorities should take the lead in reducing non-recyclable single-use packaging. This is followed by brands, retailers, and supermarkets (22%), and packaging manufacturers (20%). Only 19% place primary responsibility on individuals, emphasizing a demand for systemic change through legislation and industry leadership.
Paper/cardboard is the most recycled material in Europe. The actual recycling rates in Europe are as follows: 79% for paper and cardboard packaging, 77% for metallic packaging, 76% for glass, 43% for electronics and 41% for plastic. (Eurostat, Recycling rate of packaging waste by type of packaging (EU27), 2022, Global Transboundary E-waste Flows Monitor, 2024)
A Proven, Sustainable Alternative
With increasing pressure to reduce plastic waste and cut carbon footprints, the packaging sector faces intense scrutiny. Paper-based packaging has emerged as a strong solution – not only renewable and recyclable, but also widely collected, compostable, and naturally biodegradable.
Unlike many synthetic materials, paper breaks down harmlessly and supports Europe’s circular economy. Paper packaging also meets practical and aesthetic needs. It’s easy to print, lightweight, and versatile. In an age of unboxing experiences and eco-conscious branding, it’s no surprise that leading retailers and businesses are turning to paper to reflect their environmental commitments.
However, the report also highlights a continuing need for industry, governments, and advocacy groups to work together in educating consumers and correcting misconceptions – particularly around the lifecycle of packaging materials and the true sustainability of paper.
“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 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.”
A headline summary containing some of the key findings is publicly available to view and download here: twosides.info/trend-tracker-2025
The complete survey data broken down by country, age and gender is available to Two Sides members only or available to purchase.
To learn more about the campaign or how to become a supporter, go here!
ANZ
Brazil
America Latina
France
Germany
Italy
Portugal
Nordics
North America
South Africa
United Kingdom
