Packaging represented 44.7% of the market by value in 2011, rising to 56.6% by 2021.
Dan Rogers, Head of Publishing u2013 Smithers Pira01.12.17
In 2016 the printing market across Europe is valued at €159.2 billion, producing the equivalent of some 13.2 trillion A4 prints and consuming just over 68 million tons of printing substrates. Packaging represented 44.7% of the market by value in 2011; this rises to 56.6% by 2021.
The European print market is driven from the end-user communication preferences of individuals, who have greater choice in communication with new channels including social media replacing print products. This is severe in newspaper, magazine, book, catalog and graphic products, less so in packaging where the physical properties of the pack are key.
Much print promotes goods and services where it is in competition with other media, with new channels grabbing share of the expenditure, at the expense of print in many cases. Internet and social media, the digital channels including mobile, have grown strongly as brands and retailers develop their communications with customers and new retail
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