It is paper and digital doing different jobs.
The BD Media Leaflet Attitude Study 2025 shows a very clear distinction in how consumers use different formats. Paper leaflets are seen as tangible, pleasant to browse, easy to keep next to the shopping list and useful for planning. Digital leaflets are often used as a search tool, especially when consumers are looking for something specific or do not receive the paper leaflet from a preferred retailer.
That distinction matters. Because media effectiveness depends on understanding behaviour, not forcing every channel to do the same job.
Paper supports discovery. Digital supports search.
Paper creates attention in the home. Digital offers convenience on the move.
Paper helps consumers browse more thoroughly. Digital helps them check specific offers quickly.
The study also shows that consumers see room for stronger combinations between paper and digital in the future. But many hope the paper leaflet will not disappear.
That is important for retailers, brands and policy discussions across Europe.
A digital-only approach can exclude people with less digital access, lower digital confidence or simply different shopping habits.
A paper-only approach may miss moments of search, mobility and instant access.
The strongest future is connected.
Relevant paper leaflets.
Smarter targeting.
Clearer formats.
Digital tools where they add value.
Consumer choice at the centre.
The leaflet industry does not need to defend the past. It needs to lead the next chapter of household media. Because when paper and digital work together, retail communication becomes more visible, more useful and more inclusive.
