- The global market for printed signage declined by 2.2% CAGR in value (constant 2021 prices) to $40.9 billion by 2023, and by 1.4% CAGR in printed area to 10 billion square metres.
- Printed signage is forecast to show modest growth in the face of competition from digital signage: 0.2% CAGR in value (constant 2021 prices) to $41.4 billion and 0.7% CAGR in printed area to 10.4 billion square metres by 2028.
Asia was the largest regional market for printed signage in 2023 with a share of global value (constant 2021 prices) of more than 38% and nearly 46% of printed area. North America and Western Europe were the next two leading regions for printed signage; North America had shares of over 28% in value and 17% in printed area, while Western Europe registered shares of 19% in value and nearly 15% in area. All three regions saw a fall in the value of the printed signage market over the last five years. The printed signage market in Asia will grow over the next five years but the other two leading regions are both forecast to see a decline in area demand and value over this period.
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What will you discover?
- The printed signage market has been experiencing ever increasing competition from new formats of digital signage for many years
- Since 2020, however, it has also had to contend with two new global challenges: first, the Covid-19 pandemic and then, just as most economies started their recovery from pandemic measures, escalating oil and gas prices and high inflation that resulted from the Russian invasion of Ukraine in 2022.
The Smithers methodology
- Analysis of the challenges facing the industry, including increased competition from electronic signage, socio-economic and supply chain issues
- Historic, current and forecast demand for all formats of printed signage by process, end-use sector and geographic region
- Signage in a changing retail landscape and the impact of e-commerce.
This report is based on extensive primary and secondary research. Primary research consisted of targeted interviews with material suppliers, converters and experts drawn from key markets. This was supported by secondary research in the form of extensive literature analysis of published data, official government statistics, domestic and international trade organisation data, company websites, industry reports, trade press articles, presentations, and attendance at trade events.
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About the author
- Manufacturers of wide-format and signage print equipment
- Ink and signage substrate suppliers
- Print service providers
- Suppliers of finishing equipment
- Industry consultants, investors, and analysts.
Keith Jacques is a consultant with Smithers, specialising in market research projects covering paint and coatings, print and raw materials industries. This is backed up by over 40 years’ industry experience in both technical and business development roles.