EUROPEAN CONSUMER PERSPECTIVES ON LEAFLET ADVERTISING
In an era of digital acceleration, one medium remains a constant in households across Europe: the printed leaflet. But how do people really feel about it?
This ELMA special study builds on the Two Sides Trend Tracker, exploring how leaflets are seen, trusted, and acted upon by 7,200 consumers in 10 European countries.
It asks one simple, powerful question:
What role does leaflet advertising play in modern consumer life?
"Leaflets are one of the most powerful touchpoints in retail – but we wanted to know how they are truly perceived by the people who receive them."
Mark Davies, ELMA Chairman of the Board
Study Framework at a Glance:
Two Sides Trend Tracker Comprehensive global online survey
Countries Covered: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden, United Kingdom
Survey Period January 2025
Perception:
Leaflets are still seen as informative, helpful – and relevant.
38% consider them informative
Leaflets are valued for their content
Trust:
When it comes to trust in price-related advertising, printed leaflets clearly outperform digital formats and TV across Europe
47% Rated “high” trust
Printed leaflets score the highest “4 & 5 out of 5” trust ratings across all ad formats in Europe
Usage:
European consumers don’t just glance at printed leaflets – they actually read them.
More than half spend over two minutes with them.
25% read them for 2–5 minutes
16% read them for 5–10 minutes
12% more than 10 minutes
Impact:
Printed leaflets spark real action – from product searches to store visits.
These four key reactions show their lasting impact
42% Browse the leaflet Most readers take the time to explore what’s inside – attention that digital formats rarely get.
31% Visit a store Leaflets don’t just inform – they bring people into shops.
Outlook:
Printed leaflets succeed where digital formats often fall short: they are trusted, read thoroughly, and drive action. The results are clear – skipping print means missing out on attention, credibility, and ultimately sales. Especially in price-driven communication, these effects are too important to ignore.
Want to dive deeper into the full set of insights from the
ELMA European Consumer Research Report 2025?
For access to the complete research and to explore how leaflet advertising continues to drive trust, attention, and action across Europe, please get in touch with Mark Davies, ELMA Chairman of the Board at mark.davies@elma-europe.com