Labelexpo, AWA Share European Label Market Insights
Label industry continues to demonstrate outstanding resilience and innovation in face of changing market demands, according to AWA’s research data released in partnership with Labelexpo; Europe represented 22% of global label market in 2024
AWA Alexander Watson Associates, the Amsterdam-based leading market research firm specialising in the paper, film, packaging, coating, and converting value chain, provides critical insights through comprehensive global and regional market reports that help industry professionals navigate the evolving landscape.
Evolution of Label Market
The global label market has undergone seismic transformation over the past decades. Industry expert and Labelexpo Global Series Strategic Director Andy Thomas-Emans explains, “When Labelexpo started in 1980 in Brussels, the new technology then was self-adhesive labels converted inline on narrow web presses. Labels then expanded into new formats, such as shrink sleeves, wraparound, and in-mould labels. The next big evolution saw flexible packaging, which happened around a decade ago, with the launch of the groundbreaking 30-inch wide HP Indigo 20000 digital press.
“Flexo press manufacturers then developed wider ‘mid-web’ presses in the 26-30 inch range better adapted to handling these larger packaging formats. We are now seeing a similar convergence of print technologies between labels and folding cartons with the potential to open up new markets for label converters and other market disruptors.”
This remarkable technological convergence in recent years has had an immense impact on the evolution of Labelexpo Europe, which started with an almost exclusive focus on pressure-sensitive labels, then evolved into a comprehensive platform covering conventional, digital and hybrid printing, flexible packaging, and increasingly, folding cartons. This evolution reflects even broader industry trends as label converters are no longer limited to producing labels, but are expanding into flexible packaging and cartons.
The technological growth is accompanied by increasing demand: according to the AWA report ‘Labeling & Product Decoration Market Report 2025’, estimated demand for labels approximated 73,988 million sq m in 2024, representing a 4.8% growth from 2023 alone.
Europe’s Growth and Resilience
Europe represents a substantial portion of the global label market, accounting for 22% of worldwide volume with approximately 16,611 million sq m consumption in 2024. The European market has shown resilience, outpacing global growth with a 9.6% increase year-on-year, compared to the global average of 4.8%.
According to the AWA report, the European label market is expected to grow steadily to around 18,000 million sq m by 2027, despite experiencing a notable growth rate dip in 2023. This recovery pattern demonstrates the market’s resilience and ability to overcome recent macro-economic and industry-specific challenges.
AWA President & CEO Corey Reardon says, “Europe continues to demonstrate its critical importance in the global label ecosystem. This robust performance reinforces confidence in Europe’s position as one of the key innovation hubs and growth market for label technologies, even as global economic headwinds persist. The European label industry continues to demonstrate its adaptability and resilience.”
Next Evolution in Label & Package Printing
Labelexpo Europe 2025 already reflects the industry’s expansion. Moving to Barcelona after over 40 years in Brussels has enabled the show to expand 12% compared to 2023. According to the organisers, the event expects to attract 650 industry suppliers from all over the world, 15% of them new to the show.
Jade Grace, Managing Director, Labelexpo Global Series, says, “2025 marks a bold new chapter for Labelexpo Europe as we make our much-anticipated move to Barcelona. This isn’t just a change in venue – it’s the beginning of the next evolution in the label and package printing industry. Labelexpo Europe 2025 will be the largest, most technologically advanced edition in our history, and it couldn’t come at a more exciting time for our sector.”
Looking Ahead
Looking ahead to 2025-2027, the global label market is projected grow around 3-4%, reflecting the industry’s ongoing innovation, with digital printing, automation, and sustainability driving significant changes in how labels are produced and applied.
The global label market continues to evolve, with technological convergence, sustainability concerns, and changing consumer demands driving innovation across the industry. Europe will remain a vital market, with steady growth projected through 2027 and Italy, with its specialised expertise and strong position in food and luxury goods, continues to be an important player in the European label landscape.
