At Clyde Paper & Print, we’re always keeping an eye on emerging industry insights that help our clients make smarter, more sustainable choices. The recently released 2025 European Trend Tracker by Two Sides offers a fascinating window into the shifting views of over 12,000 consumers across Europe.

Conducted by independent research agency Toluna and commissioned by the not-for-profit organisation Two Sides, this annual survey explores perceptions around paper, print, and fibre-based products – including packaging and tissue.

We’ve pulled out some of the most relevant findings for our clients, along with why they matter for your business.

 

1. The Green Story Behind Print Is Still Misunderstood

Despite progress, only 16% of European consumers know that European forests are growing, and just 25% are aware that paper recycling rates exceed 60%.

The reality?
Between 2005 and 2020, European forests expanded by an area larger than Switzerland. The recycling rate for paper is a world-leading 79% (Cepi, 2023).

What this means for you:
There’s a clear opportunity to use your packaging and print to educate consumers and highlight your environmental credentials. Sustainable doesn’t mean silent — make sure your print reflects your purpose.

 

2. Consumers Still Prefer Paper for Many Everyday Experiences

Print habits remain strong:

• 65% prefer to read books in print
• 76% want the choice between print and digital communications
• 48% prefer printed magazines
• 58% believe children learn better from print

Why it matters:
Despite digital-first trends, physical formats remain powerful tools for connection, comprehension, and trust. Whether it’s brochures, catalogues, or packaging inserts — people still value holding something real in their hands.

 

3. Tissues & Everyday Paper Products: A Call for Recycling

Tissue products are under scrutiny too, with many consumers favouring recycled options:

• 61% think tissue products should be made from recycled fibre
• 43% actively seek recycled options
• Over 90% of wood fibre in the paper industry is sourced from within Europe, with most of it from certified forests (Cepi Forest Resources, 2023)

What this signals:
Consumers are increasingly tuned into the lifecycle of even the most everyday paper products. If your business produces tissue-based goods or uses them in packaging (like liners or inserts), highlighting recycled content could be a compelling selling point.

 

4. Trust, Security and the Tangibility Factor

As digital fatigue sets in and concerns over data breaches grow, paper is seen as a reliable fallback:

• 57% are worried about personal data being hacked or lost online
• Many prefer physical copies of legal, financial, and medical records
• Print is viewed as easier to absorb and understand

In short: Print builds trust.

At Clyde, we often say that good print doesn’t just communicate, it connects with people. When done well, it helps brands cut through the noise, build credibility, and leave a lasting impression.

 

The Role of Print in a Digital World

The Two Sides Trend Tracker shows that while digital tools may dominate the conversation, print still holds a deep emotional and practical resonance with consumers. It’s tactile. Trusted. Tangible. And, when sustainably sourced and produced, it’s a powerful way to showcase your values.

At Clyde Paper & Print, we’re proud to help businesses tap into that power; whether it’s through beautifully printed literature, sustainable packaging solutions, or responsibly sourced materials.

Sources:

• Two Sides (2025) Trend Tracker 2025
• Confederation of European Paper Industries (Cepi), 2023
• FAO Data, 2005–2020  

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