Two Sides Research Reveals Preference for Paper-Based Packaging
Most consumers also believed students learn better with printed materials
Paper and board have ranked as consumers' packaging material of choice in nine out of 15 categories in a 2025 Two Sides Trend Tracker survey.
The print and paper advocacy group said its research, released Tuesday (8 July), found that paper-based packaging is being increasingly recognised as the preferred sustainable packaging choice.
Over 12,000 consumers across Europe were asked to evaluate materials against key factors such as recyclability, compostability, environmental impact, and ease of use.
Glass followed paper by leading in four categories while metal and plastic were ranked top in one each. When it comes to packaging being home compostable and biodegradable, 75% of respondents preferred paper/cardboard, while 53% chose it as the best material for the environment, and 51% said it was easiest to recycle.
"There's momentum behind paper, and we must build on it," said managing director of Two Sides Europe, Jonathan Tame, in response to the findings.
"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."
It follows on from another piece of recent research by Two Sides which revealed consumers also prefer paper when it comes to learning materials and literature.
The survey found that 65% of European consumers prefer reading from printed books, an increase from 53% in 2021, reflecting a change in habit since the Covid-19 pandemic.
Preference for magazines in print also rose from 35% in 2021 to 48% in 2025, along with reading from printed product catalogues, which rose from 21% to 33%.
When it comes to using print for essential communications, 76% wanted the right to choose and not have just a digital only route, although when it comes to receiving bills and statements only 27% still favour print.
For education materials, 58% of those surveyed believe students learn better using print, while 45% said they understand news better in print rather than online.
Despite the spread of digital platforms, Two Sides said the research shows consumers are continuing to place a high value on printed media.
Tame said this year's findings suggest people are increasingly recognising the strengths of print, "especially where comprehension, memory, and trust are critical".
"The Two Sides Trend Tracker 2025 makes one thing clear: while technology continues to evolve, print remains a trusted, valued, and essential part of modern life. From learning and literacy to legal peace of mind, paper still delivers where it matters most," he added.
The 2025 study was commissioned by Two Sides and conducted by independent research company Toluna. It is commissioned every two years to better understand consumer preferences.