2025 Trend Tracker Reveals Consumer Preferences for Packaging

This article was originally published on the blog page of Two Sides NA, part of the non-profit Two Sides global network. More than 600 Two Sides member companies across five continents span the Graphic Communications and Paper-based Packaging value chain.

As consumers grow more environmentally conscious, their preferences for packaging are shifting in clear and measurable ways.

The 2025 Two Sides Trend Tracker Report highlights that packaging is no longer viewed as just a functional necessity—it is now an important reflection of sustainability values, brand responsibility, and consumer expectations.

Paper Packaging Takes the Lead on Sustainability

The survey shows that paper and cardboard packaging remain the preferred choice across multiple attributes. When asked to compare paper, plastic, glass, and metal, consumers consistently selected paper/cardboard for key environmental advantages:

• 67 percent prefer paper packaging because it is the most compostable/biodegradable.
• 49 percent say paper/cardboard is best for the environment overall.
• 46 percent find it the easiest material to recycle.

The Trend Tracker Canada results show an even stronger consumer preferences for paper and cardboard packaging over multiple attributes, with 76 percent preferring paper packaging for being compostable/biodegradable, 57 percent claiming it’s best for the environment, and 59 percent saying paper is easiest to recycle.

The survey shows that in 10 out of 15 attributes, paper leads the way. This clear preference reinforces the advantages of paper packaging as part of the circular economy, where renewable resources, recyclability, and biodegradability matter most.

Expectations for Retailer Responsibility

The report also reveals how consumers assign responsibility for reducing non-recyclable packaging. Thirty-six percent believe governments and local authorities hold the greatest responsibility, followed by individuals at 25 percent and packaging manufacturers at 23 percent. Only 16 percent see retailers and supermarkets as most responsible—yet retailers are still under pressure to act. Canadian responses are similar, with 39 percent holding governments responsible, 24 percent saying individuals, 20 percent saying manufacturers, and 17 percent individuals.

In recent months, the US has seen a government push through Extended Producer Responsibility (EPR) legislation, which puts the responsibility on producers by imposing fees on the brands and packaging producers to fund recycling programs in certain states. 

In fact, 58 percent of US consumers (and 53 percent of Canadian consumers) believe retailers are making sufficient efforts to introduce sustainable packaging. Still, half of consumers feel retailers could do more to inform them about packaging commitments and sustainability changes. Only 46 percent of Canadians surveyed said retailers were giving them enough information about their commitments to sustainability.

E-Commerce Raises the Bar

The surge in online shopping adds another dimension. Consumers are not only concerned about what their packaging is made from, but also how much of it is used:

• 68 percent prefer products ordered online to be delivered in correctly sized packaging, reducing excess waste. (Canada: 71 percent)
• 52 percent prefer paper packaging for online deliveries. (Canada: 52 percent)
• 41 percent would be willing to spend more on a product packaged sustainably. (Canada: 35 percent)
• 35 percent would consider avoiding a retailer altogether if they weren’t reducing non-recyclable packaging. (Canada: 40 percent).

These findings show that sustainable packaging is not just about reducing environmental impact—it’s a factor that directly influences purchasing behavior and brand loyalty.

The Bottom Line: A Growing Demand for Paper Packaging

The 2025 Trend Tracker makes it clear: consumer preferences increasingly connect packaging with environmental responsibility, and they prefer paper-based solutions in many categories. Companies that adopt sustainable packaging practices—and communicate these efforts transparently—are better positioned to meet consumer expectations and strengthen brand trust.

Those interested in learning more can request a summary of the 2025 Two Sides Trend Tracker Report online. The full report is available to Two Sides NA members. Through fact sheets, original research, and news, Two Sides NA helps its members incorporate information about the sustainability of print and paper into messaging that effectively reaches consumers.