Sustainable print advocate Two Sides’ “Trend Tracker 2025” survey has revealed that paper-based packaging is increasingly recognised as the preferred sustainable packaging choice.

Across a 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 European consumers to evaluate materials across key factors such as recyclability, compostability, environmental impact, and ease of use.

According to the findings, 75% of respondents believe paper and cardboard are the most home compostable and biodegradable materials. Over half (53%) consider it the best packaging material for the environment, and 51% find it the easiest to recycle.

The survey also sheds light on where consumers believe responsibility lies for reducing non-recyclable single-use packaging. A majority (39%) say governments and local authorities should take the lead, followed by brands, retailers and supermarkets (22%), and packaging manufacturers (20%). Only 19% believe individuals should hold primary responsibility – suggesting that people expect systemic change through policy and industry leadership.

Paper and cardboard packaging is already the most recycled material in Europe, with a recycling rate of 79%, ahead of metals (77%), glass (76%), electronics (43%) and plastics (41%), according to Eurostat; Recycling rate of packaging waste by type of packaging (EU27), 2022; and Global Transboundary E-waste Flows Monitor, 2024.

With mounting concern over plastic waste and carbon emissions, paper-based packaging is increasingly seen as a key solution – renewable, recyclable, compostable, and biodegradable, according to the survey. It also meets practical needs, offering lightweight, versatile, and brand-friendly packaging options that align with today’s eco-conscious consumers.

Despite strong consumer support, the report stresses the need for continued education and clear communication. Misconceptions about the sustainability of packaging materials persist, and greater awareness is needed around the lifecycle and environmental impacts of different options.

“There’s momentum behind paper, and we must build on it,” said Jonathan Tame, managing director of Two Sides Europe. “Consumers trust paper because it reflects their values – sustainability, simplicity, and responsibility.”