The packaging & printing sector confirms itself as a Ecosystem crucial to the international success of countless industries. This sector not only plays a key role in the protection and presentation of products, but also proves to be an indicator of the ability and adaptability of companies to global dynamics. In an increasingly interconnected economy, exporting is not an option, but represents A strategic priority for business growth and resilience. The classic functions of packaging-containment, protection, communication, and logistics-enriched by a strong commitment to sustainability and a continuous drive for innovation-become formidable tools for gain new market share. In this context, the ability to navigate complex regulatory changes and respond to growing consumer awareness is an ongoing challenge, but also a extraordinary opportunity for Italian companies in the sector.
According to preliminary data presented by Mecs - Ucima Study Center, the packaging & printing industry has reached significant milestones in 2024, confirming its strategic role for the domestic industry. With a turnover of 9.5 billion and a 3.5% increase over the previous year, 2024 marked the fourth consecutive year of growth. “2024 was the year of confirmation,” says Riccardo Cavanna, Ucima President. “The technological excellence of our companies is the real driving force behind this success.”.
Driving the market are Italy's 600 manufacturers of packaging and wrapping technologies, with exports reaching a value of 7.5 billion euros, marking An increase of 3.8% over the previous year and accounting for about 80% of total turnover. The best performances are in Africa and Oceania (+10.3%), Asia (+3.3%) and the European Union (+6.1%), with particularly significant results from Mexico (+18.8%). Also theThe domestic market ended the year on a positive note., with growth of +2.5% and sales of 2 billion euros. This positive scenario demonstrates not only the resilience of the sector, but also the ability of Italian companies to adapt and innovate in a constantly changing environment.
Sustainability is becoming an indispensable element in the packaging & printing industry, and the future of international competitiveness is inextricably linked to this issue. The European Packaging and Packaging Waste Regulation (PPWR), with application expected from 2026, represents A framework that already guides companies' strategies. Current regulations emphasize the reduction of virgin plastics, mandatory recyclability and reuse, harmonized labeling, extended producer responsibility, and the use of innovative materials.
Adopting these directives is not only an obligation for the internal market, but results in a competitive advantage in the Penetration of increasingly sustainability-conscious foreign contexts. The growing awareness of consumers, who are increasingly choosing products based on their environmental responsibility, offers companies in the industry a unique opportunity for differentiation and positioning.
Innovation is the essential fuel for the competitiveness in foreign markets. Companies that invest in new technologies and materials are advantageously positioned to meet global challenges. Digital technologies, such as the Internet of Things (IoT) and artificial intelligence (AI), are opening up New frontiers in packaging design and functionality.
For example, the use of AI in packaging design can optimize not only functionality but also aesthetic appeal, ensuring that products attract the attention of international users. In addition, smart packaging not only improves product storage, but also provides useful information to consumers, such as the Product freshness or recyclability claims.
New materials, such as bioplastics and high-strength recycled paper, offer mature solutions that meet the needs for protection, preservation, and green approaches demanded by advanced markets. Investing in research and development for innovative materials can be a significant competitive advantage, especially in highly regulated industries such as food and pharmaceuticals.
La intellectual property protection is essential for companies wishing to establish themselves in international markets. Registering patents and designs provides essential protection against counterfeiting and allows for the enhancement of investments in research and development. In fact, a registered patent or design provides a legal barrier against imitations and represents a Valuable asset for negotiating licensing or distribution agreements.
Companies must therefore take a proactive approach to monitor their intellectual property rights globally. The regulations vary significantly from country to country, and investing in a brand protection strategy can translate into a competitive advantage, especially in emerging markets where legal protection may be weaker.
Operating successfully in foreign markets implies compliance with a complex framework of requirements and the possession of recognized certifications, true “passports” for export. Certifications of food safety, ecological impact and process quality are increasingly diriment for market access.
Certifications such as ISO 9001, ISO 14001 and those specific to the food sector (MOCA, BRCGS, IFS) are key requirements for companies wishing to export their products. Compliance with these standards not only facilitates access to new markets, but also reassures consumers about the quality and safety of products, helping to build trust and credibility.
European, North American and Asian markets offer significant opportunities for Italian packaging & printing, requiring continuous updating on local specificities. Diversification of export markets is key; while the European Union is a relatively stable market, other regions such as Asia and Africa are rapidly gaining in importance.
Le internationalization strategies of Italian enterprises should focus on differentiation through innovation and environmental responsibility, adaptation to the specificities of the target markets and development of local partnerships. Investing in staff training programs to develop specific skills for foreign markets is of great importance. In addition, participation in international trade fairs and networking can facilitate entry into new markets.
Looking ahead, the forecast for the Italian packaging & printing industry in 2025 is positive. Despite possible uncertainties due to the geopolitical and macroeconomic environment, the new year presents interesting opportunities. With 7.6 months of production already guaranteed, the potential increase in sales could reach 9.6 billion euros, consolidating the leadership position of Italian manufacturers globally (Mecs - Ucima Study Center).
In any case, companies must be prepared for internal obstacles. Recently introduced regulatory changes may not get full buy-in from companies, considering the limited time to adapt. In addition, the government's planned 2025 restriction on 4.0 incentives may further complicate the situation. It is crucial that companies continue to promote innovative solutions and take advantage of emerging technologies, such as artificial intelligence, to remain competitive.
In light of the analysis conducted, the Italian packaging & printing industry needs to focus on key strategies for sustained competitiveness. L’export remains the foundation of growth, while ecological transition and technological advancements are the main drivers. Solutions such as biomaterials and smart packaging highlight how sustainability can enhance the Made in Italy, with its unique mix of design and customization.
The 2025 projections show a favorable scenario, with a solid production base and ambitious revenue targets. Investments in digitization, blockchain and Industry 4.0 are essential to address global instabilities, making the system more flexible and robust.
Challenges such as European regulations, specialized skills and access to emerging markets persist, but strategies such as academic collaborations, digital marketing and logistics networks chart a path for expansion.
In this scenario, Octagona, a consulting firm in internationalization, stands as a strategic partner for Turning opportunities into concrete results. We support packaging & printing companies to global markets with customized solutions and operational support. For more information about our services, we invite you to contact us.
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