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Summary of our market study
The French POP market is valued at between 1.4 and 1.5 billion euros.
Since 2020, the point-of-sale (POS) advertising sector, a segment of the broader outdoor advertising market that accounts for 6.2% of global advertising spend, has faced significant challenges due to the COVID-19 pandemic. The pandemic led to a sharp drop in advertising spending.
The impact on the French market was particularly pronounced, with forecasts of a heavy decline of almost 7 billion euros for 2020, marking a 20% drop on the previous year.
Digital advertising was less affected.
With environmental concerns on the rise, eco-friendly point-of-sale solutions are gaining ground, with companies like L'Oréal planning to use sustainable materials for in-store promotions.
The offer is evolving towards digital interactivity and sustainability, under pressure from both the pandemic and changing consumer preferences.
Dynamics of the French point-of-sale (POS) advertising market
The demand for POS advertising, which plays a key role in influencing consumers' last-minute purchasing decisions in stores, cannot be underestimated. In France, the POP market has experienced strong growth, reaching between 1.4 and 1.5 billion euros, up significantly from 1.1 and 1.2 billion euros.
The French sector is supported by over 700 companies, employing between 15,000 and 25,000 people. Despite the considerable number of players, the market is highly concentrated, with just a few companies controlling a significant share of the market.
The "perfumery, hygiene and beauty products" segment, despite a reduction in its market share over the years, still leads demand with around 31%. The "food" segment is showing growth, particularly in retail.
Digital transformation is a strong trend, with historical players in the POP market integrating digital tools to complement traditional methods. The rise of interactive kiosks, tactile totems and digital display screens marks a significant shift towards digital POP.
The search for eco-responsible solutions has led to increased demand for materials such as cardboard, to replace non-recyclable materials.
Players in the point-of-sale advertising market
The point-of-purchase (POP) advertising market is a dynamic field characterized by the presence of numerous players.
Traditional POP specialists:
- HL Display is renowned for its traditional POP solutions
- CPI Global stands out for its global reach and comprehensive portfolio of POS options.
- RC Concept is known for its creative flair in creating customized POP solutions
- Euro PLV stands out for its extensive experience in producing a wide range of promotional displays.
Innovators in digital POP:
- Decaux: a global player
- POS Broker crosses the digital frontier in point-of-sale advertising
- Activ'Screen harnesses the power of digital engagement at the point of sale
Cardboard manufacturers :
- Saica Pack
- Rossman
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Summary and extracts
1 Market overview
1.1 Presentation and definition of the market
The market for point-of-sale advertising (POS) covers all the advertising techniques and materials used by manufacturers or distributors to promote brands at the point of sale and towards the customer. For example, posters, flyers or exhibition stands are often used.
The issues related to point-of-sale advertising are multiple attract the attention of potential customers, involve the consumer in the brand (many POS methods nowadays propose to create an interaction between the product offered and the potential consumer) and finally succeed in selling the product . It is a matter of promoting a product to the consumer by highlighting it. POP is particularly important in that the customer decides on his purchase at the last moment, i.e. in the store, in 55% of cases . In addition, POS is very important in supermarkets and other large stores because in this type of store, a product must attract the consumer in less than eight seconds.
POP advertising uses a multitude of techniques and tools. Advertisers use visual effects as well as atmospheric effects and sound effects. Thus, the effectiveness of POP is based on its ability to attract the attention of the consumer, involve him and finally be able to sell him a product directly. Despite the development of e-commerce, POP still plays an important role in reaching the customer directly
However, the health crisis and the various restrictions that followed slowed down the activity of the POP sector. Indeed, with the closure of stores and the development of new distribution channels over the period (click
List of charts presented in this market study
- Les dépenses publicitaires mondiales
- Répartition des dépenses publicitaires par types de média
- Évolution du marché de la PLV en France entre 2014 et 2019 en France
- Évolution de la taille du marché des "Autres Médias"
- Ventilation du chiffre d'affaires du marché de la PLV, par secteurs
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Latest news
7 billion merger in paper and packaging - 17/04/2024
- Agreement for the purchase of DS Smith by International Paper: $7.2 billion.
- - Percentage of the new entity held by DS Smith shareholders: approximately one third.
- - DS Smith workforce: over 30,000 employees in 30 countries.
- - DS Smith sales last year: around $10.2 billion.
- - International Paper workforce: 39,000 employees in ten countries.
- - International Paper sales last year: $18.9 billion.
- - Estimated global pulp and paper market in 2022: $354 billion.
Smurfit WestRock merger on track - 09/12/2023
- Merger of Smurfit Kappa and WestRock (two cardboard manufacturers) announced on September 12.
- Cost of operation for Smurfit Kappa: 11 billion dollars.
- Valuation of the new Smurfit WestRock entity: close to $20 billion.
- Sales of the new entity based on twelve-month results to June 30: $34 billion.
- The new entity is the world leader in corrugated board and packaging.
- Smurfit Kappa shareholders will hold 50.4% of the capital, while WestRock shareholders will hold 49.6%.
- Smurfit WestRock will operate in 42 countries.
- The new entity will have 500 cardboard mills and 67 paper mills. It will employ 98,000 people.
Brandart: Tikehau Capital bets on luxury brands going green - 14/09/2023
- The company acquires 25% of Brandart, the Italian expert in sustainable packaging, showcases and displays for luxury brands
- The group, founded in the 2000s, offers sustainable packaging and delivery services to automakers, eyewear manufacturers, jewelers, fashion houses and wine and spirits brands
- The transaction values the company, which posted sales of 215 million euros last year, at 400 million euros
- Brandart does not produce, but designs and has 50 partners manufacture packaging, displays, bags and decorations for high-end and luxury brands.
- The Italian group has tripled its sales since 2017.
- Estimated global market of $16-20 billion a year,
Cenareo expands into video creation with EasyMovie - 05/08/2023
- Cenareo, publisher of dynamic screen display software, is expanding into video creation.
- The Labège, Haute-Garonne-based company has acquired Paris-based EasyMovie, which has been placed in receivership
- Cenareo takes over 40 of the 50 employees, and the two subsidiaries in Tunis and New York
- EasyMovie has raised 12 million euros from Ring Capital and Caphorn Invest.
- EasyMovie was founded in 2013, has 170 customers, including major corporations like Orange, industrialists like Alstom and consulting groups like PWC.
- EasyMovie has reduced its workforce from 90 to 50 employees since 2019.
- EasyMovie generated sales of €4.3 million in 2019, a quarter of which in the United States.
- Cenareo was founded in 2012, and has 300 customers driving 20,000 screens in 40 countries.
- Cenareo's sales are divided equally between large corporations (SNCF, AXA, Spie, Engie) and retail networks (Saint-Gobain , Boulanger, Etam, Celio, Fitness Park, etc.).
- Cenareo has been profitable since 2022, and will achieve sales of 5 million euros by 2022.
- Cenareo increased its workforce from 35 to 75 with the acquisition of EasyMovie.
International Paper Chalon strengthens its foothold in Saône-et-Loire - 18/06/2023
- Founded in 1937 and acquired by the American group International Paper in 1991.
- Strategy to consolidate its position among the world leaders in packaging and pulp.
- Wine accounts for around 20% of sales at the Chalon-sur-Saône plant.
- 240 employees working at the plant.
- Worldwide sales of the International Paper Group in 22022: 21 billion dollars.
International Paper continues to innovate in the wine sector - 25/04/2023
- One Box, a new brand of customizable corrugated packaging for wine bottles.
- One Box costs three to four times less than a wooden crate for international shipping.
- The Chalon-sur-Saône plant dedicates around 20% of its activity to wine.
- 240 people are employed by the group in Chalon-sur-Saône.
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the POS (point of sale) advertising market | France
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