Current consumer survey on the use of paper and cardboard shows: Paper is and remains indispensable

Not a day goes by without paper. Nearly nine out of ten respondents confirm that paper is an integral part of their everyday lives. This is shown by a representative study conducted by the survey institute Appinio GmbH, commissioned by the association DIE PAPIERINDUSTRIE e. V. At the beginning of October, 2,000 people in Germany were surveyed. According to the study, paper is not only indispensable in everyday life, but also particularly popular – whether as packaging, in education or in the hygiene sector.

90.9 percent say yes to paper: the first choice in retail and online
Whether in the supermarket or when shopping online, paper packaging is the first choice for the majority of consumers. Whether it's delicious Sunday rolls or tasty muesli, Germans prefer to consume their food from practical paper or cardboard packaging. Around 65 percent of those surveyed prefer paper or cardboard packaging in brick-and-mortar stores. This preference is particularly pronounced in the 55 to 65 age group, at 71.8 percent, followed by 35 to 44-year-olds and 45 to 54-year-olds, at 66 percent each. Even the youngest are aware of the advantages of this material: almost 60 percent of Generation Z and Y respondents choose paper or cardboard when shopping between the three most popular types of packaging. The picture is similar when it comes to online shopping. 57.5 percent of all respondents would like their orders to be shipped in paper or cardboard packaging. This is particularly popular among families with children (59.5 percent) and people aged 35 and over (63 percent). When asked whether they prefer plastic or paper packaging, over 90 percent of respondents say they prefer paper and cardboard. Nevertheless, the options are limited, especially when it comes to food: only 35.1 percent of respondents said they had come into contact with paper and cardboard food packaging. This makes it clear that the trend is moving toward paper and cardboard, although there is still great potential in the food sector.

Looking at the individual states, Brandenburg stands out as the state of paper lovers. There, 79 percent of people prefer paper packaging in brick-and-mortar stores and 75 percent when shopping online.

Paper in everyday life: a comeback among Generation Z
Looking beyond supermarkets, electronics stores, and online shops, the importance of paper and cardboard extends far beyond the packaging of goods. In everyday life, people encounter paper and cardboard primarily in the form of hygiene products, according to 58.8 percent of respondents. Despite the internet and smartphones, around one-third of 18- to 24-year-olds use printed magazines or newspapers. Among 55- to 65-year-olds, this figure is 50 percent. Books remain very popular in printed form. The youngest generation in particular seem to enjoy books very much. Generation Z tops the list in a generational comparison: at around 40 percent, the youngest respondents prefer to read printed books, despite social media. A similar picture emerges when it comes to the use of office supplies. The survey results show that office supplies and, above all, books are making a comeback in paper form, especially among the youngest consumers.

Sustainable, versatile, and irreplaceable
In addition to recording daily usage, the survey examines respondents' attitudes and opinions toward paper. Paper is particularly popular in the education sector. For example, 84.6 percent of respondents consider paper to be irreplaceable in the education system. A separate look at schoolchildren and students confirms the overall assessment. Around 75 percent of this group consider paper to be indispensable for daily lessons or lectures. Even those who have left school or university behind them remember the importance of paper in school and university: almost 85 percent of working people consider paper to be a fundamental asset in the education system. But paper remains important not only in the classroom. Germans also prefer to write their notes, whether shopping lists or daily diary entries, on paper: 79.2 percent of those surveyed prefer to write down their thoughts by hand. This preference is particularly widespread among 35- to 44-year-olds and 55- to 65-year-olds. What is particularly interesting is that the larger the household, the more paper helps to keep track of things. More than 80 percent of households with three or more people say they prefer to write down their thoughts on paper. And even the youngest continue to write on paper – with around 70 percent, this tradition is still alive and well.

At the top of the list of indispensable paper products for respondents are “important documents.” 88.2 percent would like to continue receiving official certificates such as birth certificates or registration certificates as well as private contracts in paper form. In second place is the question of hand drying. In public facilities such as workplaces, rest stops, or restaurants, Germans prefer to dry their hands with paper. Almost 85 percent prefer paper towels to electric hand dryers. At 87.3 percent, students and schoolchildren most frequently want paper towels in their school and university restrooms. In second place are working people, with 85.1 percent at their workplace.

Paper will remain indispensable in the future
In view of the challenges of our time and the issue of conserving resources, 95.5 percent of those surveyed believe that the principle of the circular economy offers a great opportunity for innovation and sustainable development. The paper and pulp industry is an important part of this, especially with regard to recycling. Consumers are also aware of this and are convinced that at least 75 percent of the material is recycled. Paper is and remains a material with tradition and a spirit of the future. Two-thirds of respondents encounter paper and cardboard in their everyday lives. 93.5 percent of consumers also confirm that paper and cardboard will remain an important part of the future. "The survey results clearly show that paper and cardboard are and will remain popular materials with a wide range of uses. Our products are sustainable, innovative, and constantly evolving,“ says Alexander von Reibnitz, CEO of the industry association DIE PAPIERINDUSTRIE. ”We are particularly pleased that consumers clearly prefer paper in the area of packaging. This gives our industry further momentum."