Point of Purchase Packaging Market By Product Type (Shelf-Ready Packaging, Counter Displays, Pallet Displays, Dump Bins, Customized Cartons); By Material Type (Corrugated Board, Paperboard, Plastics, Others [Bio-based Polymers]); By End-Use Industry (Food & Beverages, Personal Care & Cosmetics, Healthcare, Household Products); By Geography, Segment Revenue Estimation, Forecast, 2024–2030

Introduction And Strategic Context

The Global Point Of Purchase ( POP ) Packaging Market will witness a CAGR of 7.2%, valued at USD 17.6 billion in 2024 , expected to reach USD 26.9 billion by 2030 , according to Strategic Market Research.

 

POP packaging serves a critical role in modern retail environments, acting not only as a container but also as a sales enabler at the store level.

Consumer buying patterns reinforce its importance, with most purchasing decisions still made in physical outlets. Packaging solutions such as display-ready boxes, shelf-ready cartons, and custom-branded corrugated formats help brands capture attention, increase visibility, and influence quick decisions.

 

Key macro factors are influencing this growth. Retail modernization, including the expansion of convenience chains and hypermarkets, is driving demand for adaptable, high-visibility packaging. Sustainability regulations are compelling the use of recyclable or biodegradable substrates, accelerating innovation in corrugated board, molded fiber , and bio-based plastics. Meanwhile, the influence of e-commerce packaging standards is beginning to reshape expectations for durability and brand consistency in physical retail packaging.

 

Strategically, the POP packaging market engages a wide set of stakeholders—brand owners seeking differentiation, packaging converters focusing on cost and design efficiency, retailers looking for in-store impact, regulators enforcing sustainability goals, and investors tracking returns from packaging innovation.

 

This dual positioning—balancing logistics efficiency with marketing impact—makes POP packaging indispensable to brand strategy in a highly competitive retail environment.

 

Market Segmentation And Forecast Scope

The POP packaging market can be segmented along four major dimensions: product type, material type, end-use industry, and region. Each plays a distinct role in shaping demand dynamics and growth prospects through 2030.

 

By Product Type, POP packaging includes shelf-ready packaging, counter displays, pallet displays, dump bins, and customized cartons. Among these, shelf-ready packaging holds the largest share in 2024 due to its efficiency in restocking and its ability to enhance product visibility. Counter displays, however, are projected to be the fastest-growing format over the forecast horizon as brands prioritize high-impact merchandising in smaller retail spaces.

 

By Material Type, the market is divided into corrugated board, paperboard, plastics, and others such as bio-based polymers. Corrugated board dominates the market in 2024, accounting for nearly 40% of revenues, driven by its durability, cost-effectiveness, and recyclability. Bio-based and recyclable plastics are expected to grow the fastest, supported by increasing restrictions on single-use plastics and retailer sustainability pledges.

 

By End-Use Industry, food and beverages represent the largest share in 2024, reflecting the high turnover of consumer packaged goods and the importance of visual merchandising in this sector. The personal care and cosmetics segment, however, is expanding rapidly as companies deploy visually striking POP displays to compete in crowded retail aisles.

 

By Region, the segmentation includes North America, Europe, Asia-Pacific, and LAMEA (Latin America, Middle East, and Africa). Asia-Pacific is expected to record the highest CAGR through 2030, driven by rapid urbanization, retail chain expansion, and rising disposable income across emerging markets such as India, Indonesia, and Vietnam. North America, by contrast, retains steady growth, supported by innovation in sustainable packaging and established retail formats.

 

The segmentation framework demonstrates that while traditional formats and materials maintain dominance, faster growth lies in sustainable materials, high-visibility display solutions, and emerging regional markets.

 

Market Trends And Innovation Landscape

The POP packaging market is undergoing rapid transformation, shaped by consumer expectations, regulatory pressures, and advances in design and materials. Several key trends are defining the innovation landscape and will influence market direction over the next decade.

 

One major trend is the acceleration of sustainable packaging. With increasing pressure from governments and retailers to cut down on plastics, brands are shifting toward corrugated board, paper-based composites, and biodegradable polymers. Many companies are also experimenting with closed-loop systems where used displays are collected, recycled, and reintroduced into the production cycle. This is no longer a niche initiative; sustainability has become a mainstream purchasing driver for both consumers and retailers.

 

Another strong trend is the adoption of digital and smart packaging technologies. QR codes, NFC-enabled tags, and interactive printed displays are beginning to merge physical packaging with digital marketing campaigns. These innovations not only boost engagement but also provide valuable consumer data back to brands. While still in early stages, such “phygital” packaging is gaining traction, particularly among cosmetics and premium beverage brands.

 

Design innovation is equally critical. Retailers want displays that can be assembled quickly, reduce handling costs, and maximize floor space. In response, manufacturers are investing in modular POP designs that can be easily adapted for different store formats. This trend is particularly strong in markets with high labor costs, where reducing store setup time translates into direct cost savings.

 

Mergers, partnerships, and investments are also shaping the competitive landscape. Packaging converters are partnering with material science companies to co-develop lighter, stronger, and more eco-friendly substrates. At the same time, some leading retail chains are working directly with packaging providers to co-design POP solutions tailored for specific store layouts and product categories.

 

Expert commentary suggests that the convergence of sustainability and digitization will reshape how POP packaging is perceived. It will no longer be treated simply as a temporary marketing tool but as a critical brand asset that delivers measurable returns on visibility, engagement, and compliance with environmental standards.

 

Competitive Intelligence And Benchmarking

The point of purchase packaging market is highly fragmented, with a mix of global leaders, regional converters, and specialized design firms competing for share. Competition revolves around three main levers: innovation in materials, design efficiency, and the ability to deliver customized solutions at scale.

 

Key players include Smurfit Kappa Group, DS Smith, WestRock, International Paper, and Menasha Packaging. These companies hold a strong global presence, offering end-to-end packaging solutions that combine design, production, and distribution. Their strategies often emphasize sustainability commitments and partnerships with major consumer brands to secure long-term contracts.

 

Smurfit Kappa Group is recognized for its strong sustainability roadmap and investment in corrugated board innovation. Its network of design centers worldwide allows it to deliver highly customized POP solutions for multinational clients. DS Smith similarly focuses on sustainable fiber -based packaging and has been expanding aggressively in Europe and North America through acquisitions.

 

WestRock has established itself as a leader in retail-ready packaging, leveraging its scale in both corrugated and folding carton production. Its emphasis on automation and high-speed packaging lines enables efficiency gains for retailers and consumer goods companies. International Paper, on the other hand, benefits from its large-scale pulp and paper operations, giving it a cost advantage in fiber -based materials.

 

Menasha Packaging stands out as a North American specialist with a strong focus on custom POP displays for food and beverage, healthcare, and personal care brands. Its strength lies in design innovation and rapid turnaround times for promotional campaigns.

 

Regional and niche players also play a critical role, especially in emerging markets where localized knowledge and flexible pricing are competitive advantages. These companies often partner with retail chains to create POP formats adapted to cultural preferences and shopping behavior .

 

Benchmarking analysis shows that larger global players focus on integrated offerings and sustainability, while mid-sized and local converters compete through agility and customization. This creates a layered market structure where innovation flows top-down but execution speed often determines success at the store level.

 

Regional Landscape And Adoption Outlook

The adoption of POP packaging varies widely across regions, shaped by retail structures, consumer preferences, and regulatory climates. Each geography presents a unique growth pathway for stakeholders through 2030.

In North America , demand remains stable, driven by the dominance of large-format retail stores such as hypermarkets, club stores, and supermarkets. The U.S. leads the region, supported by established packaging infrastructure and strong investment in sustainable retail-ready formats. Canada follows closely, with rising adoption of recyclable corrugated displays as part of nationwide sustainability commitments. Growth here is steady rather than explosive, reflecting a mature but innovation-driven market.

 

Europe demonstrates a more pronounced regulatory influence. The EU’s circular economy goals and strict plastic reduction targets are accelerating the transition to fiber -based POP packaging. Countries such as Germany, the UK, and France are at the forefront, with retailers increasingly requiring suppliers to meet recyclability and carbon footprint thresholds. Southern and Eastern European markets, while smaller in size, are showing faster growth as modern retail chains expand their footprints.

 

Asia-Pacifi c represents the fastest-growing region, with urbanization, rising disposable incomes, and rapid expansion of organized retail chains creating a surge in demand. China leads this growth, supported by its vast retail infrastructure and government-backed sustainability initiatives. India is emerging as a high-potential market, where the rise of modern grocery formats and increasing brand competition in personal care and food products are driving demand for cost-effective POP solutions. Southeast Asian markets such as Indonesia and Vietnam also present strong opportunities, as retail chains expand aggressively and international brands compete for shelf visibility.

 

Latin America shows moderate but resilient growth. Brazil and Mexico remain the key markets, driven by expansion in supermarkets and increasing consumer preference for branded retail experiences. However, economic volatility and uneven retail infrastructure can constrain faster adoption. Despite this, localized converters and creative low-cost POP solutions are gaining traction in these markets.

 

The Middle East And Africa are still at a relatively early stage of adoption but present promising opportunities. The Gulf states, particularly the UAE and Saudi Arabia, are investing heavily in modern retail and premium brands, which drives the need for high-quality POP displays. Africa’s growth remains slower due to limited organized retail penetration, though South Africa shows more advanced uptake.

 

Overall, regional dynamics highlight that while North America and Europe emphasize sustainability and innovation, Asia-Pacific and parts of Latin America offer the strongest volume growth potential. For stakeholders, balancing mature market innovation with emerging market expansion will be central to long-term success.

 

End-User Dynamics And Use Case

End-user demand for POP packaging is diverse, reflecting the wide range of industries that rely on in-store visibility to drive sales. The largest end-user segment is food and beverages, followed by personal care and cosmetics, healthcare, and household products. Each sector adopts POP solutions differently, shaped by product turnover rates, shelf competition, and consumer buying behavior .

 

In the food and beverage sector, POP packaging is critical for high-volume, fast-moving consumer goods. Shelf-ready packaging is favored by grocery chains as it simplifies restocking while maximizing visibility. Seasonal promotions, such as holiday snack displays or beverage multipacks, further fuel the use of temporary POP formats like dump bins and pallet displays. This sector accounts for the largest share in 2024 and continues to set the benchmark for volume-driven packaging strategies.

 

The personal care and cosmetics industry emphasizes design, aesthetics, and brand storytelling. POP displays here often feature premium finishes, vibrant graphics, and interactive elements to attract attention in competitive aisles. Smaller counter displays are widely used to encourage impulse buying of items such as lipsticks, fragrances, or skincare trial packs. Growth in this segment is strong, supported by rising consumer spending on lifestyle products in both developed and emerging markets.

 

In healthcare and over-the-counter pharmaceuticals, POP packaging serves a dual purpose: compliance and visibility. Displays are designed to organize a wide range of SKUs, from vitamins to pain relievers, while clearly communicating dosage information and regulatory labeling . The demand in this segment is expanding steadily, particularly in regions with strong pharmacy chains.

 

Household and cleaning products also rely on POP solutions to differentiate in crowded retail environments. Bold graphics and shelf-ready cartons are common, especially for detergents, paper goods, and air fresheners, where brand recall and convenience influence purchase decisions.

 

A practical use case comes from a large supermarket chain in South Korea that partnered with a packaging converter to implement modular, shelf-ready POP packaging for its snack foods. The displays reduced restocking time by 30% and improved on-shelf product visibility, which led to a measurable uplift in sales during the first quarter of adoption. This example highlights how POP packaging contributes not only to marketing impact but also to operational efficiency.

 

Across all end-user categories, the ability of POP packaging to merge logistical functionality with consumer engagement makes it indispensable. End-users increasingly expect solutions that balance sustainability, cost-efficiency, and visual appeal, creating opportunities for packaging providers to differentiate on multiple fronts.

 

Recent Developments + Opportunities & Restraints

Recent Developments (Last 2 Years)

• Smurfit Kappa launched a new line of recyclable, shelf-ready packaging solutions designed to reduce carbon footprint while maintaining high print quality.

• DS Smith partnered with several European retailers to pilot fiber -based POP displays aimed at eliminating single-use plastics in-store promotions.

• WestRock invested in advanced digital printing capabilities, enabling faster turnaround for customized POP packaging campaigns across North America.

• International Paper announced the expansion of its corrugated board production facilities in Latin America to meet rising demand from regional retail chains.

• Menasha Packaging developed modular display systems that allow quick assembly and disassembly, targeted at seasonal promotional campaigns for large retailers.

 

Opportunities

• Strong growth potential in Asia-Pacific, supported by urbanization, modern retail expansion, and increasing brand competition.

• Rising consumer demand for sustainable packaging materials, creating opportunities for fiber -based and biodegradable solutions.

• Increasing integration of digital elements such as QR codes and NFC tags, enabling brands to connect packaging with omnichannel marketing campaigns.

 

Restraints

• High upfront costs of designing and producing custom POP displays, particularly for small and mid-sized brands.

• Regulatory uncertainties around plastics and sustainability standards that vary across regions, complicating global supply chain alignment.

 

7.1. Report Coverage Table

Report Attribute	Details
Forecast Period	2024 – 2030
Market Size Value in 2024	USD 17.6 Billion
Revenue Forecast in 2030	USD 26.9 Billion
Overall Growth Rate	CAGR of 7.2% (2024 – 2030)
Base Year for Estimation	2024
Historical Data	2019 – 2023
Unit	USD Million, CAGR (2024 – 2030)
Segmentation	By Product Type, By Material Type, By End-Use Industry, By Geography
By Product Type	Shelf-Ready Packaging, Counter Displays, Pallet Displays, Dump Bins, Customized Cartons
By Material Type	Corrugated Board, Paperboard, Plastics, Others (Bio-based Polymers)
By End-Use Industry	Food & Beverages, Personal Care & Cosmetics, Healthcare, Household Products
By Region	North America, Europe, Asia-Pacific, Latin America, Middle East & Africa
Country Scope	U.S., Canada, Germany, UK, France, China, India, Japan, Brazil, Mexico, Saudi Arabia, South Africa
Market Drivers	Expansion of organized retail channels; Rising demand for sustainable packaging; Increasing brand competition at point-of-sale
Customization Option	Available upon request