In its new report on the global labelling industry, market researcher AWA shows that Europe recorded above-average growth in 2024. The industry is changing technologically and strategically - this is also reflected in the upcoming Labelexpo Europe 2025 in Barcelona.
The global labelling market has undergone a comprehensive transformation in recent decades. Andy Thomas-Emans, Strategic Director of the Labelexpo Global Series, analyses the situation: When Labelexpo started in Brussels in 1980, the focus was on self-adhesive labels. This was later followed by new formats such as shrink sleeve, wrap-around and in-mould labels. About ten years ago, the introduction of the HP Indigo 20000 digital printing system brought the next turning point: Labelling and packaging technologies continued to grow together.
Flexographic printing presses were then designed for wider formats to enable more flexible packaging. Today, label and folding carton production are increasingly converging - with the prospect of opening up new markets for label converters. This development is also influencing Labelexpo Europe, which has evolved from a pure trade fair for self-adhesive labels to a platform for digital, hybrid and conventional printing solutions, flexible packaging and folding cartons.
Increasing demand worldwide
According to the latest Labeling & Product Decoration Market Report 2025 from AWA, global label consumption in 2024 was around 73,988 million square metres - an increase of 4.8 percent compared to the previous year.
Europe's market is growing at an above-average rate
The European market is particularly strong: with a 22 per cent share of the global volume and around 16,611 million square metres of consumption in 2024, growth here is 9.6 per cent - twice as high as the global average.
The AWA report forecasts stable development for Europe until 2027 with a volume of around 18,000 million square metres. Despite a dip in 2023, the European market is showing signs of recovery. Corey Reardon, CEO of AWA, emphasises: „Europe remains a key innovation and growth location for the global label industry - despite economic challenges.“
Labelexpo Europe 2025: Growth also at the leading trade fair
This development is also reflected in Labelexpo Europe 2025, which is moving from Brussels to Barcelona after more than 40 years. According to the organisers, the new location will increase the exhibition space by 12 per cent compared to 2023. 650 exhibitors are expected, 15 per cent of whom will be attending the trade fair for the first time.
Jade Grace, Managing Director of Labelexpo Global Series, says: „2025 marks the start of a new chapter for Labelexpo Europe. With the move to Barcelona, we are building the most technologically advanced trade fair in our history - at a time of great change for the industry.“
Outlook: Sustainability and digitalisation are shaping the future
For the years 2025 to 2027, AWA is forecasting global growth of 3 to 4 per cent in the label market. This development will be driven by digitalisation, automation and the growing focus on sustainability.
According to the report, Europe will continue to play a key role. Countries such as Italy will remain important locations - particularly due to their specialisation in labels for food and luxury goods.
Source: Labelexpo/AWA
