The results of the Trend Tracker Survey 2023, the latest research by Two Sides Europe that seeks to understand changing consumer perspectives on paper and print, specifically focusing on environmental awareness, reading habits, packaging preferences and attitudes towards hygiene and sanitary products, were recently presented.

The survey was conducted online in January 2023 by Toluna, an independent market research company. A total of 10,250 questionnaires were answered, of which 1000 in Italy.

“When it comes to the sustainability of print and paper, it is important to distinguish fact from cliché. Contrary to the widely available evidence, there is still a widespread belief that paper is harmful to the environment, mainly due to its alleged impact on forests. The need to debunk this common misconception is more topical than ever, also in light of the false and misleading content that many companies continue to disseminate to convince their customers to choose alternatives to paper”, said TwoSides Country Manager, Massimo Ramunni.

According to the research findings, only 15% of consumers know that Europe's forest area is steadily increasing while 18% know that Europe's paper and cardboard recycling rate is more than 60% compared to a European paper and cardboard recycling rate of 71%.

“The data emerging from the survey on reading habits after the pandemic are very comforting. 69% of Italian readers prefer to read conventional books, i.e. books printed on paper, compared to a European average of 65%, while 43% find it better to read a magazine on paper than the online version. 53% of respondents admit to spending too much time in front of a screen and agree that it is better to understand a read text (European figure 49%) on paper”, says Ramunni.

On the packaging front, paper and cardboard packaging is at the top of the preferences for 10 out of 15 sustainability indicators, with 55% of consumers preferring it because it is more environmentally sustainable. For 76% of the sample surveyed, the biodegradability of paper and cardboard packaging is an added value.

“There is consumer concern about paper products for personal hygiene. 41% still fear that they are related to deforestation in tropical areas and want to be reassured. Fortunately, there is also growing (66% of consumers) recognition of forest management systems and recycling as a means of ensuring the sustainability of raw materials”, Ramunni concludes.