The EMEA POP packaging market size was valued at USD 3.12 billion in 2017. Flourishing organized retail market, including hypermarkets, supermarkets, departmental stores, specialty stores, and convenience stores, in emerging economies has provided a significant boost to the market.
POP packaging in EMEA is used in a raft of industries such as food & beverage, personal care, pharmaceutical, electronics, and automotive. The demand for POP packaging in the pharmaceutical industry is poised to grow at a noteworthy pace owing to increasing number of drug specialty stores in the region. POP displays in these stores demand effective floor usage in limited space available.
POP displays offer precise or personalized target marketing. Marketing messages can be changed from store to store or region to region and according to customer demographics. In addition, evaluation of effectiveness of POP display with regard to the store, region, and consumer segment is easier as compared to evaluation of TV and other advertisement modes. Owing to the benefits such as reusability coupled with growing focus on optimization in marketing on account of rising competition, POP packaging units are effective channels and are being increasingly adopted.
Small brands or small convenience store owners adopt POP displays as the cost of these displays is much lower in comparison with traditional advertising mode. In addition, POP display delivers marketing messages precisely with the product available in an attached POP packaging. POP packaging also helps retail owners clear old stocks as these displays receive constant attention from customers.
Pallet display and floor displays are predominantly used product types in the market. In 2017, pallet display was the leading product segment, with the share of over 28.0% of the overall revenue. It is usually available with interior support structures to fill the inside of larger pallet for better product placement. A range of products can be stacked in a pallet display using methods such as alternating and chimney stacking.
In the quest for greater profit margin and reduced stocking labor, pallet displays have emerged as a popular solution over the past few years. Increasing adoption of pallet displays at POS across EMEA can be attributed to burgeoning popularity of pallet skirts that form an important part of pallet.
A key driving factor augmenting the demand for floor displays is the scope of printing and advertising in these displays owing to availability of a large surface area. Floor displays are often supplied to retail stores pre-assembled for an effortless incorporation into retail floors.
Paper was the most prominent material segment in the market in 2017. These materials offer retailers the option of displaying products in the most economical way. The paper segment is driven by increased consumption of paper-based materials such as paperboard in retail stores across the region. A paperboard is a highly versatile material that can be tailor-made to suit requirements of various retail displays. The material also offers superior printing properties and caters to advertising requirements of brands in retail stores.
On the other hand, plastic, which can be utilized as single material in POP displays, is likely to register the highest CAGR during the forecast period. Plastic materials are usually preferred for counter displays in retail stores as they offer a considerable surface area for decoration/promotion via painting and printing. Counter displays that are manufactured using plastic materials typically utilize various forms of plastics, including polycarbonate, acrylic, expanded PVC, and high impact polystyrene (PS).
Hypermarkets often experience high customer traffic owing to their large size. This creates an opportunity for brand managers to deliver a marketing message. POP displays are key tool for delivering marketing communications. On account of their unique packaging, these displays catch customer attention, thus, playing a vital role in buying process. They are increasingly becoming an important part of hypermarkets due to their low price and high effectiveness.
The convenience stores segment is expected to expand at the highest CAGR over the coming years on account of increasing preference of consumers for convenience stores to supermarkets for weekly groceries. Tesco, a hypermarket chain in the U.K. has been adding 150 convenience stores in different geographical locations in Europe per annum on account of rising consumer traffic at these stores.
Food & beverage is the dominant application segment in the EMEA POP packaging market. Although retailers and brands benefit from impulse buying behavior of consumers, the use of POP displays further accentuates impulsive buying practices in retail stores, while protecting displayed products from damage.
In the pharmaceutical industry, a range of products displayed in stores (drugstores or pharmacies) extends from orthopedic products and medicines (prescribed or non-prescribed) to dietary care supplements and other health care aids. Most pharmacies and drug stores have small storage space. Therefore, POP displays in these stores demand effective floor usage in limited space available.
POP units for personal care products have more to do with appeal of the entire display than that of functionality of packaging. As personal care products are usually expensive, promotion and advertising play a key role in boosting their sales in retail stores.
The market in Central Europe is driven by increasing number of shopping centers, most notably in countries such as Czech Republic and Poland. Strong retailers in these countries are becoming more selective about their mode of operation. In this regard, the demand for spacious outlets or stores in dominant schemes has taken a center stage in Central Europe. Prague, the capital city of Czech Republic, has continued to present opportunities for global players to initiate business, owing to growing footfall in the city.
Furthermore, in the Middle East & Africa, the Turkish packaging industry is a mature sector and is characterized by environmental-friendly innovations. The industry has witnessed novel packaging formats in terms of quality, appeal, and size of products in recent years. The growth of the retail sector in Turkey is driven by changing shopping habits of consumers, most notably in large cities. The country has also witnessed an influx of supermarkets, hypermarkets, and departmental stores in recent years.
The market is characterized by presence of both global and domestic players. Key players operating in the market compete primarily on the basis of products and services offered. In order to strengthen their position in the market, companies have been adopting acquisition as one of their key strategies
Some of the key players present in the market are International Paper; DS Smith; Smurfit Kappa Display; Sonoco Products Company; Menasha Packaging Company; LLC; Georgia-Pacific LLC; WestRock Company; Felbro, Inc.; Fencor Packaging Group Limited; and FFR.
Base year for estimation
Actual estimates/Historical data
2014 - 2016
2018 - 2025
Revenue in USD Million & CAGR from 2018 to 2025
Revenue forecast, company share, competitive landscape, growth factors and trends
North Europe, West Europe, South Europe, Central Europe, East Europe, Russia, Turkey, North Africa, West Africa
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This report forecasts revenue growth at a regional level and provides an analysis of the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the EMEA POP packaging market report based on product, material, end use, application, and region:
Product Outlook (Revenue, USD Million, 2014 - 2025)
Gravity Feed Display
Side Kick Display
Dump Bin Display
Clip Strip Displays Pouches
Material Outlook (Revenue, USD Million, 2014 - 2025)
End use Outlook (Revenue, USD Million, 2014 - 2025)
Application Outlook (Revenue, USD Million, 2014 - 2025)
Food & Beverage
Regional Outlook (Revenue, USD Million, 2014 - 2025)
Middle East & Africa
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