The European packaging sector continues to present meaningful growth prospects despite a prolonged period of economic and regulatory pressure, according to a new market review published by PackSynergy. The network, which brings together mid-sized packaging wholesalers from 24 European countries, consolidated insights from member companies in Germany, the Benelux region, Denmark, the United Kingdom, and Spain.
PackSynergy’s assessment indicates that, although national markets exhibit their own dynamics, the core structural forces shaping the industry are distinctly cross-border. Companies across Europe continue to adjust to the disruptive shifts that have defined the past several years: pandemic-driven surges in packaging demand, supply chain instability, elevated input costs following the war in Ukraine, and now a broader economic slowdown.
Following a period of buoyant pricing, wholesalers report intensified competition as demand has softened, product availability has increased and customers have become more cost-sensitive. This pressure, however, is described as two-sided. While volumes in some segments remain subdued, the broad necessity of packaging across industries continues to generate openings for customer acquisition and service diversification.
One area where opportunity is expanding is consulting, particularly around sustainability and circular-economy solutions. Member companies report heightened interest from customers seeking guidance on material choices, recycling options and compliance pathways, even as strong price sensitivity can limit the pace at which new sustainable products are adopted. The report notes that volatile or frequently revised regulatory frameworks pose additional challenges, requiring ongoing adjustments in product portfolios, design strategies and operational processes. Country-specific rules further complicate planning for wholesalers active across multiple markets.
Labour availability and rising wage costs continue to affect the sector. Across all surveyed regions, companies cite the difficulty of recruiting skilled staff. Investment in training and upskilling is becoming more prominent as a mitigation strategy. At the same time, digitalisation in logistics and warehouse operations is gaining momentum, both to contain staffing costs and to meet customer expectations for localised, flexible supply. PackSynergy points to its “Virtual Warehouse,” a system enabling inventory sharing across locations, as an example of how digital tools can help shorten delivery times and optimise stock management.
The organisation emphasises that one of its strongest assets is the structured exchange of knowledge between member companies. By sharing best practices, coordinating on solutions and leveraging complementary strengths, wholesalers are able to enhance competitiveness while maintaining independent operations. According to PackSynergy, collaboration within a trusted network is increasingly valuable in an environment defined by rapid regulatory change, shifting customer requirements and persistent margin pressure.
The full market report, including detailed country-level assessments, is available on PackSynergy’s website.
