The packaging & printing sector confirms itself as a crucial ecosystem for 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 capacity and adaptability of companies to global dynamics. In an increasingly interconnected economy, export 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 gaining new market shares. 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 figures presented by Mecs - Centro Studi Ucima, the packaging & printing sector reached significant milestones in 2024confirming its strategic role for the national industry. With a turnover of 9.5 billion and an increase of 3.5% over the previous year, 2024 marked the fourth consecutive year of growth. "2024 was the year of confirmation," says Riccardo Cavanna, President of Ucima. "The technological excellence of our companies is the real driving force behind this success."
Driving the market are the 600 Italian manufacturers of packaging and packaging technology, with exports reaching a value of 7.5 billion euro, marking an increase of 3.8% over the previous year and accounting for about 80% of total turnover. The best performances were recorded in Africa and Oceania (+10.3%), Asia (+3.3%) and the European Union (+6.1%), with particularly significant results from Mexico (+18.8%). Thehe domestic market ended the year on a positive notegrowth of +2.5% and a turnover of EUR 2 billion. 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 foreseen from 2026, represents a framework that already guides companies' strategies. Current regulations emphasise the reduction of virgin plastics, the obligation of recyclability and reuse, harmonised labelling, extended producer responsibility and the use of innovative materials.
Adopting these directives is not only an obligation for the internal market, but translates into a competitive advantage in the penetration of increasingly sustainability-conscious foreign contexts. The growing awareness of consumers, who increasingly choose products based on their environmental responsibility, offers companies in the sector 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 optimise not only functionality, but also aesthetic appeal, ensuring that products attract the attention of international users. Furthermore, smart packaging not only improves product preservation, 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 protection, preservation and green approach requirements of advanced markets. Investing in research and development for innovative materials can be a significant competitive advantage, especially in highly regulated sectors such as food and pharmaceuticals.
There 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 investments in research and development to be put to good use. A registered patent or design provides a legal barrier against imitations and is an essential protection against counterfeiting. valuable asset to negotiate licensing or distribution agreements.
Companies must therefore take a proactive approach to monitor their intellectual property rights globally. The regulations vary significantly from one country to anotherand 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 recognised certifications, veritable 'passports' for export. Certifications for food safety, ecological impact and process quality are increasingly crucial for market access.
Certifications such as ISO 9001, ISO 14001 and those specific to the food sector (MOCA, BRCGS, IFS) are fundamental 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 & printingrequiring continuous updating on local specificities. Diversification of export markets is crucial; while the European Union is a relatively stable market, other regions such as Asia and Africa are rapidly gaining importance.
The internationalization strategies of Italian companies should focus on differentiation through innovation and environmental responsibility, adaptation to the specificities of the target markets and development of local partnerships. It is of great importance to invest in training programmes for personnel in order to develop specific skills for foreign markets. In addition, participation in international trade fairs and networking can facilitate entry into new markets.
Looking to the future, the forecast for the Italian packaging & printing industry in 2025 is positive. Despite possible uncertainties due to the geopolitical and macroeconomic context, the new year presents interesting opportunities. With 7.6 months of production already guaranteed, the potential increase in turnover could reach EUR 9.6 billion, consolidating the leading position of Italian manufacturers globally (Mecs - Centro Studi Ucima).
In any case, companies must be prepared to face internal obstacles. The recently introduced regulatory changes may not be fully embraced by companies, considering the limited time to adapt. Moreover, 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 intelligenceto remain competitive.
In the light of this analysis, the Italian packaging & printing industry needs to focus on key strategies for sustained competitiveness. L'export remains the foundation of growthwhile ecological transition and technological advancements are the main drivers. Solutions such as biomaterials and smart packaging highlight how sustainability can enhance the Made in Italywith its unique mix of design and customisation.
Projections 2025 show a favourable scenariowith a solid production base and ambitious turnover targets. Investments in digitisation, blockchain and Industry 4.0 are essential to address global instabilities, making the system more flexible and robust.
Challenges such as European regulations, specialised skills and access to emerging markets persist, but strategies such as academic collaborations, digital marketing and logistics networks chart a course for expansion.
In this scenario, Octagona, a consulting company in internationalizationas a strategic partner for transforming opportunities into concrete results. We accompany packaging & printing companies to global markets with customised solutions and operational support. Find out more about our services, we invite you to contact us.
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