Paper and cardboard remain essential materials for an overwhelming majority of the German population, according to a survey conducted in October 2025 by Appinio for the trade association Die Papierindustrie, which represents 142 companies with 47,000 employees. Of the 2,000 people questioned, 93.5% believe that paper and cardboard will remain essential in the future, and 86.8% say they use them every day.
Widely favored over plastic, these materials are preferred by 90.9% of respondents when it comes to packaging. In physical stores, almost 65% of consumers choose paper or cardboard packaging, a preference that is even more marked among the over-55s (71.8%). Online, 57.5% of shoppers would like to receive their orders in paper-based packaging.
The relationship with paper goes beyond packaging. When it comes to education, 84.6% of respondents consider paper irreplaceable. Printed media also retain their relevance for domestic use: 79.2% of those surveyed prefer handwritten notes. And when it comes to keeping important documents, such as certificates or contracts, 88.2% say they still want to receive them in paper format.
Despite the internet and smartphones, around a third of 18-24 year-olds still read printed magazines or newspapers. And almost 40% of Generation Z respondents prefer to read printed books, despite social networking - more than any other age group
84.9% of respondents prefer paper towels to electric dryers in public places.
Finally, 95.5% believe that the circular economy represents a genuine opportunity for sustainable innovation.
For Alexander von Reibnitz, Managing Director of Die Papierindustrie, the study illustrates the continuing confidence of consumers: "Our products are appreciated not only for their durability, but also for their versatility. This is a strong message for the entire industry."
