At the end of June 2025, the US American industry network, ASI (Advertising Specialty Institute), published a current survey on the European promotional products market. The third annual European survey by the ASI among other things comes to the conclusion that the European promotional products trade recorded a slight increase of 1.22% in the annual turnover up to 14.24 billion US Dollars (approx. 12.14 billion Euros) in the year 2024 in spite of the diverse challenges encountered.
The study, the results of which can be called up on the website of the industry service provider, is based on the sales figures of the promotional products trade in the EU as well as in the non-EU countries, Island, Norway, Switzerland and the United Kingdom. According to the ASI, after recording a slight increase in turnover, the European promotional products trade is reflecting the growth trend of the North American industry in spite of negative growth in important markets like Germany and France. Growth in Europe was among others recorded by Italy, Switzerland, Spain and the United Kingdom. In comparison, on average the North American promotional products trade was able to increase its turnover in the year 2024 by 1.8% up to 26.6 billion US Dollars (approx. 22.7 billion Euros). As such the European promotional products market corresponds to around 54% of the North American market.
In terms of sustainability and quality the European market is demonstrating that customers are increasingly opting for high-quality, eco-friendly and locally manufactured products. However, according to the ASI, inflation, regulations, political and economic challenges and a market saturation are having a negative impact on the turnover in certain countries – these themes will also play a role in the year 2025. The American network states that there are mixed expectations in Europe, whereas some markets are anticipating a modest increase in turnover, others are bracing themselves for an ongoing stagnation.
The full survey including figures for the individual European countries can be found here.
