South Africans are increasingly choosing paper packaging as their preferred sustainable packaging option, with new survey findings showing paper and cardboard rank highest across 15 environmental, visual and physical attributes.
The results—part of the 2025 Two Sides Trend Tracker study—place glass second, with plastic and metal tied for third.
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E-commerce drives preference for recyclable, fit-for-size packaging
The survey indicates 64% of respondents want their online orders delivered in paper packaging, up from 58% in 2023—reflecting growing concern about plastic waste and packaging recyclability. A further 80% prefer “fit-for-size” parcels that avoid excess materials.
These figures point to a broader consumer shift toward recyclable packaging in South Africa’s e-commerce sector.
Respondents rated paper and cardboard highest for compostability and biodegradability, with around three-quarters favouring fibre-based materials on these measures.
Roughly half identified paper/cardboard as best for the environment overall and easiest to recycle.
By contrast, glass scored highest for reusability and appearance, plastic for storage convenience, and metal for strength and durability—suggesting different materials retain distinct roles depending on use case.
Industry context and method behind the findings
The 2025 Two Sides Trend Tracker—conducted by research firm Toluna in January 2025—surveyed 12,400 consumers across 17 countries, including South Africa, to assess attitudes toward paper, paper-based packaging and alternatives.
South African coverage of the results highlighted comments from the Paper Manufacturers Association of South Africa (Pamsa) noting that “right-sizing is not always possible” in online retail, but cardboard boxes remain fully recyclable and welcomed by informal collectors and recycling firms.
The survey’s South African read-out also reports that 58% of people are actively increasing their use of paper-based packaging.
