Labelexpo and AWA share European label market insights

AWA, a leading market research firm specializing in the packaging, coating, converting, and labelling industries provides critical insights through comprehensive global and regional market reports that help industry professionals navigate the evolving landscape.

The label market evolution

The global label market has undergone seismic transformation over the past decades. Industry expert Andy Thomas-Emans, Strategic Director of the Labelexpo Global Series, 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-mold labels. The next big evolution saw flexible packaging, which happened around a decade ago with the launch of the 30-in wide HP Indigo 20000 Digital Press.

“Flexo press manufacturers then developed wider ‘mid-web’ presses in the 26-30in/670-800mm 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 square meters in 2024, representing a 4.8 percent growth from 2023 alone.

Europe’s growth and resilience

Europe represents a substantial portion of the global label market, accounting for 22 percent of worldwide volume with approximately 16,611 million square meters consumption in 2024. The European market has shown resilience, outpacing global growth with a 9.6 percent increase year-over-year, compared to the global average of 4.8 percent.

According to the AWA report, the European label market is expected to grow steadily to around 18,000 million square meters 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.

Corey Reardon, President and CEO, AWA 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.”
What does this resilience and growth look like at the most relevant industry business platform?

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 percent compared to 2023. According to the organisers, the event expects to attract 650 industry suppliers from all over the world, 15 percent of them new to the show. 

Jade Grace, Managing Director, Labelexpo Global Series, said: “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.”

The future

Looking ahead to 2025-2027, the global label market is projected grow around 3 – 4 percent.

This reflects the ongoing innovation in the industry, 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 specialized expertise and strong position in food and luxury goods, continues to be an important player in the European label landscape.

For comprehensive global, regional and segmented insights into market trends, growth projections, request AWA's Labeling & Product Decoration Market Report 2025.

Labelexpo Europe 2025 takes place from 16 - 19 September 2025 at Fira Gran Via in Barcelona.