Packaging unpacked: consumers prefer paper based packaging

Packaging Solutions

The latest Two Sides Trend Tracker 2025 survey 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 nine out of 15 categories, with glass leading in four, and metal and plastic taking only one each. The survey asked over 12,000 consumers across Europe 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.

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. 

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 is easy to print, lightweight, and versatile. In an age of unboxing experiences and eco conscious branding, it is 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 is momentum behind paper, and we must build on it,’ said 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.’