New consumer research from Two Sides indicates that demand for paper-based packaging remains high among European shoppers, both in e-commerce and in-store environments. The findings come from the organisation’s latest 2025 Trend Tracker survey, which explores public attitudes toward packaging and sustainability.
According to the report, 62% of European consumers say they prefer products ordered online to arrive in paper packaging. In addition, 53% report that they are actively trying to increase their use of paper packaging in their daily lives, and would be more likely to buy from retailers that commit to reducing or removing plastic in their packaging.
“These statistics show a powerful shift in consumer behaviour,” said Jonathan Tame, managing director of Two Sides Europe. “Shoppers are not just passively accepting what’s given to them, they are making conscious decisions to support brands that match their environmental values. For retailers, this is a clear opportunity to align packaging choices with customer expectations.”
The preference for paper packaging is also evident in physical retail settings. The survey shows that 63% of consumers favour paper shopping bags for being compostable and biodegradable, while 56% prefer them for being the most recyclable option.
Paper bags are typically produced from renewable fibres and are widely collected and recycled across Europe. Unlike many plastic alternatives, paper-based bags naturally biodegrade and do not leave behind persistent residues.
According to industry data, paper and cardboard had the highest packaging recycling rate in Europe in 2023 at 87%, ahead of metal (78%), glass (75%), and plastic (42%).
The report also suggests that for brands and retailers, the preference for paper-based packaging has implications beyond environmental performance. More than half of surveyed consumers stated they would be more likely to purchase from retailers who reduce plastic use in packaging, indicating that sustainability can play a role in shaping purchasing behaviour.
Mr Tame noted that this reflects broader consumer expectations. “With increasing attention on waste reduction and resource efficiency, paper-based packaging offers a practical, proven solution,” he said. “It meets the needs of modern retail, performs well for both protection and presentation, and is trusted by consumers as the right environmental choice.”
Paper recycling rates in Europe have consistently remained above 70%, and the material can be reused in the production of a wide range of new paper products, the report stated. As a renewable and recyclable material, paper continues to be considered a key component of the circular economy.
The survey findings suggest that consumer preference for paper packaging remains strong, and that businesses aligning their packaging strategies with this trend may benefit from both environmental gains and increased customer engagement.
