Point of Sale Materials (PoSM) Market: Trends, Growth, and Future Outlook (2025-2033) from Anna Poliatova's blog

The global point of sale materials (PoSM) market size reached a value of almost USD 35.19 billion in 2024. The market is further expected to grow at a CAGR of 5.6% between 2025 and 2033, reaching a value of nearly USD 57.39 billion by 2033. This growth reflects the increasing importance of PoSM in retail and consumer-facing industries, where these materials play a crucial role in shaping consumer behavior, promoting brand visibility, and enhancing the in-store experience. In this blog post, we will delve into the key segments of the PoSM market, its regional dynamics, competitive landscape, and the trends that will drive its evolution over the next decade.

Market Size and Share

The PoSM market continues to expand, driven by the growing demand for both physical and digital materials used in retail, food and beverage, FMCG, pharmaceutical, and other sectors. In 2024, the market was valued at USD 35.19 billion, with major drivers such as technological advancements, digital transformation, and the increasing complexity of consumer purchasing behavior. PoSM materials, ranging from traditional printed signs to interactive digital displays, have proven to be essential tools in not just guiding consumers but also in shaping their purchasing decisions.

By 2033, the market is projected to grow at a CAGR of 5.6%, reflecting the growing need for businesses to implement more innovative and effective PoSM strategies. As new technologies emerge, both the types and applications of PoSM will continue to evolve, creating ample opportunities for growth.

Market SegmentationBy Type

PoSM materials can be categorized into two primary types: soft PoSM and hard PoSM. Both types serve different purposes but are equally important in attracting customer attention and driving sales.

Soft PoSM

Soft PoSM includes digital materials, such as electronic displays, interactive kiosks, and mobile PoSM solutions. These materials are becoming increasingly popular in modern retail environments, as they allow for real-time updates, personalization, and customer interaction. Soft PoSM also includes digital signage, which is now a staple in both retail stores and foodservice environments. For example, digital menus in quick-service restaurants or interactive store directories can significantly enhance the shopping experience.

As retailers and brands focus on creating personalized, engaging experiences, the adoption of soft PoSM is on the rise. The integration of augmented reality (AR), artificial intelligence (AI), and real-time data analytics is transforming the way businesses interact with customers, providing more targeted, dynamic promotions.

Hard PoSM

Hard PoSM, on the other hand, refers to physical materials such as posters, shelf-talkers, display stands, and banners. These materials are still widely used in brick-and-mortar stores to drive attention to specific products or promotions. The appeal of hard PoSM lies in its simplicity, visibility, and effectiveness in influencing consumer behavior at the point of purchase.

While hard PoSM is often more cost-effective and easier to implement compared to digital alternatives, innovation is still evident in this segment, with a growing focus on sustainable materials and interactive displays. The demand for eco-friendly PoSM, such as recyclable signage and biodegradable display materials, is expected to rise as sustainability becomes a more significant concern for consumers and businesses alike.

By Application

PoSM materials have applications across a wide range of industries, with several key sectors driving market demand.

FMCG (Fast-Moving Consumer Goods)

In the FMCG sector, PoSM is vital for promoting product visibility and influencing impulse purchases. Brands in the FMCG industry, such as beverages, packaged foods, and household products, rely heavily on eye-catching PoSM to capture consumer attention. Popular materials include counter displays, product showcases, and price tags.

As the FMCG market evolves, the need for more innovative and engaging PoSM is growing. Digital PoSM materials, such as dynamic price tags and digital shelf labels, are gaining traction as they allow for easier updates and enhanced customer engagement.

Food and Beverage

PoSM in the food and beverage industry is primarily used to highlight menu items, promote special offers, and enhance the dining experience. Digital menus, chalkboards, and promotional posters are common forms of PoSM used in restaurants, cafes, and fast-food chains. Interactive PoSM solutions are also becoming more prevalent, allowing customers to place orders directly from digital displays.

The growing demand for online-to-offline (O2O) services, where consumers order online but pick up in-store, is driving the use of PoSM in this sector. For instance, order-ahead kiosks and contactless payment displays are changing how foodservice businesses engage with customers.

Retail

The retail sector is the largest consumer of PoSM materials, as it is essential for driving in-store promotions, highlighting sales, and enhancing the shopping experience. Common forms of PoSM in retail include window displays, mannequins, and point-of-purchase displays. As shopping behavior shifts toward omnichannel experiences, retailers are also incorporating QR codes, AR-enabled PoSM, and interactive touchscreens to create more engaging shopping environments.

Retailers are increasingly focusing on experiential retail, where PoSM materials are used not only to inform but also to entertain and engage customers in-store. These PoSM innovations are likely to drive market growth in the coming years.

Pharmaceutical

In the pharmaceutical industry, PoSM is used to promote over-the-counter products, provide health-related information, and raise brand awareness. Product information displays, brochures, and medicine shelf labels are common forms of PoSM used in pharmacies and healthcare facilities.

As regulations around pharmaceutical marketing continue to evolve, there is an increased emphasis on compliance and accuracy in PoSM. The demand for digital PoSM that allows for real-time content updates and dynamic messaging is likely to grow in this sector.

Other Applications

PoSM is also used in various other industries, such as automotive, electronics, and hospitality. In these sectors, PoSM materials often serve as a way to enhance customer interactions, provide information, and create visually appealing environments.

Regional AnalysisNorth America

North America remains one of the largest markets for PoSM, driven by a highly competitive retail environment, high consumer spending, and advanced technological adoption. The United States, in particular, leads the market, where both traditional and digital PoSM are widely used across industries. The growth of e-commerce and the increasing integration of digital PoSM solutions are key trends in the region.

Europe

Europe is another key market, with countries like the UK, Germany, and France being major consumers of PoSM materials. The increasing focus on sustainability in Europe is driving demand for eco-friendly PoSM, such as recyclable cardboard and sustainable inks. The European market is also embracing digital PoSM, particularly in sectors like FMCG and food and beverage, where digital signage and interactive displays are becoming the norm.

Asia-Pacific

The Asia-Pacific region is witnessing rapid growth in the PoSM market, especially in countries like China, India, and Japan. Retail expansion, urbanization, and a rising middle class are fueling demand for PoSM. The adoption of digital PoSM is accelerating in developed economies like Japan and South Korea, while developing markets in India and China are driving growth for more cost-effective traditional PoSM materials.

Latin America & Middle East

In regions such as Latin America and the Middle East, PoSM demand is primarily driven by the growing retail and hospitality industries. The increasing urbanization and shift toward modern retail outlets are boosting the need for innovative PoSM solutions. These regions are also witnessing a shift toward digital signage and interactive displays as technology adoption increases.

Market DynamicsSWOT Analysis

• Strengths: Increasing demand for consumer engagement, technological advancements, and the shift toward digital PoSM are major strengths driving the market.
• Weaknesses: High production costs for digital PoSM and the challenge of keeping up with fast-changing consumer trends.
• Opportunities: Integration of new technologies like AR, AI, and mobile apps to enhance PoSM effectiveness.
• Threats: The rise of online shopping and e-commerce, potentially reducing the reliance on traditional PoSM.

Porter’s Five Forces Analysis

• Threat of New Entrants: Moderate, due to the capital requirements for digital PoSM production and technological expertise.
• Bargaining Power of Suppliers: Moderate, with suppliers of eco-friendly and digital materials holding some leverage.
• Bargaining Power of Buyers: High, as large retailers and businesses demand cost-effective and customizable PoSM solutions.
• Threat of Substitutes: High, as online and digital advertising are becoming viable alternatives to traditional PoSM.
• Industry Rivalry: Intense, with numerous players competing on price, innovation, and customer service.

Competitive Landscape

The PoSM market is highly competitive, with numerous companies offering a wide range of products and solutions. Key players include Quad/Graphics, Smurfit Kappa, Valassis, and Innovative Displays, among others. These companies are focusing on sustainability, innovation, and personalization to differentiate themselves in the market. Additionally, there is a growing trend of partnerships and collaborations between PoSM providers and tech companies to create more interactive and digitally enabled PoSM solutions.