Trend Tracker 2025

The Two Sides Trend Tracker survey reports on consumer attitudes toward print, paper, paper-based packaging and tissue products, revealing both challenges and opportunities for the print and paper industry.

Commissioned by Two Sides and conducted by independent research company Toluna, the study was carried out online in January 2025. Now in its fourth edition, the biennial survey captures evolving perceptions across a wide range of environmental and communication topics. The 2025 research includes national representative insights from 12,400 consumers from Europe, including Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom, as well as Argentina, Australia, Brazil, Canada, New Zealand, South Africa, the United States.

“The Trend Tracker survey is a vital tool for understanding how consumer perceptions are shifting across a wide range of topics related to print, paper, packaging, and tissue products. Unlike earlier editions, where the COVID-19 pandemic introduced dramatic swings in opinion, this year’s findings reveal a steadier and more consistent view across Europe. Encouragingly, we’ve seen modest improvements in public understanding, but the survey also highlights some persistent misconceptions that the industry must continue to address.” – Jonathan Tame, Managing Director, Two Sides.

Focus Areas of the 2025 Survey:

• Environmental perceptions of paper, print, and fibre-based products
• Preferences for printed or digital communication
• Attitudes toward packaging and sustainable alternatives
• Consumer views on tissue product use and manufacturing