Global pressure-sensitive graphic-arts materials market rebounds to surpass pre-COVID levels: AWA report

In 2022, the global pressure-sensitive graphic-arts materials market saw a remarkable resurgence following the challenges presented by the COVID-19 pandemic in 2020. The market not only rebounded but also surpassed pre-pandemic levels, says a new study by Amsterdam, Netherlands-based AWA Alexander Watson Associates. AWA reports a 3.2% growth for 2022, with a projected compound annual growth rate (CAGR) of 3.1% between 2022 and 2025, indicating a promising trajectory for the industry.

The pressure-sensitive graphic-arts market can be segmented into five main fields: indoor advertising and branding, outdoor advertising and branding, vehicle graphics, road traffic and safety markings, and architectural graphics. Cast vinyl is the most popular film type, followed by polymeric calendered vinyl, monomeric calendered vinyl, engineered film, and other films. (See bar chart above for 2022 p-s graphic-arts materials production by region.)

The report finds that monomeric calendered vinyl is mainly used for short-term advertising and branding purposes where durability requirements are low, and cost efficiency is key. Polymeric calendered vinyl is becoming increasingly popular in high-performance film applications, taking market share from cast vinyl. However, cast vinyl remains the preferred film choice for applications where high durability, paint-like finish, and installation on corrugated surfaces are required.

The study primarily examines the market demand for p-s graphic arts by considering both material types and application segments. It also analyzes the primary factors driving each market, shedding light on potential growth opportunities for converters and material suppliers. The central focus lies on pressure-sensitive film laminates used in graphics-films applications, with a particular emphasis on cast vinyl and calendered vinyl films.