In this latest SektorReport, we explore the ongoing transformation of the European advertising market. Even before the pandemic, the German market alone generated approximately €3.65 billion in sales in 2019. However, with the reduction of physical meetings, trade fairs, and other traditional advertising opportunities, spending dropped by as much as 27% below pre-crisis levels, reaching around €2.65 billion. From 2022 onwards, the market began to stabilise—driven by catch-up effects and a continued appreciation for tangible advertising media. By 2023, sales in Germany had recovered to around €3.36 billion.
As we look at Q1 2025, national and global political uncertainties and ongoing transformation processes are reshaping the economic landscape. These conditions are prompting companies to reassess their (short-term) corporate and communication strategies and, where necessary, adjust their priorities.
For the advertising sector, this has led to a renewed focus on physical promotional products and services, especially at trade fairs. This includes edible advertising items—custom-printed confectionery, snacks, and beverages—which are increasingly valued as creative brand ambassadors. Thanks to cutting-edge digital printing and innovative manufacturing techniques, companies can now offer exclusive promotional gifts such as personalised advent calendars or premium chocolate products that foster strong emotional connections and enduring brand recognition.
This trend is also evident in the M&A landscape. In January 2025, Austrian financial investor AG Capital acquired a majority stake in CD-Lux GmbH, a Bavarian company specialising in personalised edible promotional products. This transaction, alongside other notable activities in the promotional products market, highlights growing investor confidence in innovative and sustainable solutions as key drivers of industry growth.
Nevertheless, the future of the promotional products market remains uncertain. The direction investors will take and the brands that will emerge as trendsetters are still to be seen. In this report, we delve into the latest developments in the advertising media sector and examine emerging trends in the M&A market.
Our SektorReports are available in German language. If you have further questions regarding this topic, feel free to get in touch.