Industry overview
What is shaping pulp & paper
Paper and packaging demand is shifting from writing and printing grades towards packaging, hygiene and recycled products. Buyers are printers, converters, brand owners and schools, each with different priorities.
- E-commerce is driving packaging demand
- Recycled and sustainable grades are gaining preference
- Price and delivery reliability dominate B2B buying
Client background
A paper-based packaging manufacturer, working in United Kingdom, Germany & France. Client identity is withheld to protect confidentiality.
- Organisation
- A paper-based packaging manufacturer
- Sector
- Pulp & paper
- Team engaged
- Market Research
- Services
- Business panel, Qualitative research, Quantitative research
Client challenge
Regulation and consumer pressure were pushing brands to reduce plastic packaging, and the manufacturer expected strong demand for paper alternatives. Yet many prospects stalled after initial trials, and the sales team could not explain why.
Research objectives
- Answer the core question: why brands are, and are not, switching from plastic to paper packaging.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
Scope: 30 interviews, 220 survey responses.
Audiences we typically reach in pulp & paper
Printers and convertersPackaging buyers at brandsPaper tradersSchools and stationery retailersRecycling businesses
Geographic coverage
Coverage: United Kingdom, Germany & France. Markets: United Kingdom, Germany and France.
- United Kingdom
- Germany
- France
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Interviews with packaging and sustainability managers
- 3B2B survey
- 4Insight
We interviewed packaging engineers, procurement managers and sustainability leads at food, personal care and e-commerce brands, asking them to describe recent packaging decisions and trial experiences. A survey then measured how often each barrier appeared and how decisions were shared between teams. Interviews were conducted in English, German and French by researchers familiar with packaging terminology.
Business panelQualitative researchQuantitative research
Sampling strategy
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 30
- survey responses
- 220
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Barrier properties, line speed on existing packing machines and cost per unit were the main obstacles, not willingness to change.
Sustainability created interest, but technical confidence closed the deal.
Recommendations
- Build on the core insight: sustainability created interest, but technical confidence closed the deal.
- Focus effort where the evidence was strongest: barrier properties, line speed on existing packing machines and cost per unit were the main obstacles, not willingness to change.
- Re-measure after the changes to confirm the effect.
Business impact
- The manufacturer created a technical trial service that ran samples on customers’ own lines and published barrier performance data, which shortened sales cycles for new accounts.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do schools and parents choose notebooks?
Client identity is withheld to protect confidentiality.