Let's take a closer look at the facts with Zidan Packaging—starting with insights from the "Tracker 2025 European Consumer Survey", which interviewed over 12,100 consumers across Europe regarding their views on print and paper packaging.
The survey reveals that only 25% of consumers are aware that Europe's paper recycling rate exceeds 60%—indicating the consistent misconception about paper packaging.
Despite these misunderstandings, more than 53% of consumers still prefer paper packaging, citing its perceived environmental benefits.
When given a choice of packaging materials, paper and cardboard consistently come out on top as the preferred option. This growing consumer preference underscores the increasing value placed on sustainable and recyclable packaging—especially among eco-conscious customers.
A critical fact that often gets overlooked in public discourse is that deforestation is primarily driven by agricultural expansion and livestock farming, not paper production. According to FAO data analyzed by Two Sides, the forest area in Europe has actually been increasing steadily, not shrinking.
This growth is no coincidence. It reflects the structured management and reforestation practices that define modern forestry—especially in the paper industry.
The raw material used in paper packaging—wood fiber—is sourced largely from sustainably managed forests. These forests are maintained through strict certifications and environmental oversight, ensuring that more trees are planted than harvested.
In contrast to mining or fossil-fuel-based plastic production, paper sourcing leaves minimal long-term impact on ecosystems and supports forest regeneration.
Far from being a driver of deforestation, the paper and printing industry is actively contributing to sustainable resource management. The high recycling rate, renewable raw materials, and consumer preference all point to one conclusion: paper packaging is one of the most sustainable choices available today.
As QSRs, retailers, and foodservice businesses consider their packaging strategies, it's critical to separate perception from reality. The industry must continue its efforts to educate consumers and stakeholders—not only to correct outdated assumptions, but also to lead the shift toward truly circular packaging solutions.
