The 2025 Two Sides Trend Tracker survey confirms a growing consumer preference for paper-based packaging, citing its recyclability, compostability, and low environmental impact. Among 12,000 consumers surveyed across Europe, paper/cardboard was the top choice in 9 of 15 categories, with 75% selecting it as the most biodegradable and 53% as the best for the environment. Despite high recycling rates for paper (79%), the study shows that consumers expect governments and industry leaders—not individuals—to drive sustainable change. With rising pressure to cut plastic waste, paper’s natural decomposition and circular economy fit make it an increasingly trusted and versatile packaging choice.
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