Key Takeaways
• Modest Growth Despite Challenges: European promo distributors’ sales rose 1.22% to about $14.24B, mirroring North American industry growth trends, despite downturns in major markets like Germany and France.
• On the Up: European growth was driven, in part, by Spain, Italy, Switzerland and the United Kingdom.
• Sustainability & Quality: Clients are increasingly favoring high-quality, eco-friendly and, in cases, locally made items over low-value, bulk products.
• Market Pressures: Inflation, regulation, political/economic challenges and market maturity negatively impacted sales in some countries – with such issues still in play in 2025.
• 2025 Outlook: Expectations across Europe are mixed, with some markets eyeing modest promo sales growth, while others brace for continued stagnation.
Promo Europe engineered a collective year-over-year sales increase in 2024, a rise propelled in part by gains in leading national markets like the United Kingdom, Italy, Switzerland and Spain. The continent-wide acceleration occurred despite sales declines in certain affluent countries that are traditionally at the head of the pack for the merch business in Europe, including Germany, France and Sweden.
That’s according to ASI Research’s just-released study of the European promotional products market – the third annual incarnation of what was the first and still only comprehensive analysis of the branded merchandise industry in the key continental market.
View the entire report, including growth countries, evolving end-client demands, 2025 status and outlook, and more on ASI Central.
