Graphic films are commonly used in advertising and promotional activities as they can be easily applied to walls, glass, vehicles, and other surfaces. Graphic films are an excellent mode of communication for informing and guiding the customers about the product and services; thus, it is extensively used as a customer engagement tool.
The demand for graphic films is growing at an unprecedented growth rate backed by its attractive properties, such as durability, UV resistance, among many others. Higher adoption of graphic films by the flourishing automobile and architectural sectors are significant growth factors for the global market. Graphic films are an ideal solution for the increasing demand for decorative walls and glasses and are extensively used rather than traditional paints. Furthermore, the emergence of non-plastic graphic films is expected to fuel market growth in the coming future.
Flourishing Automobile Sector DrivesMarket Growth
In recent years, there has been a drastic change in consumer behavior while purchasing an automobile. Consumers focus on the aesthetics and the innovative designs of the vehicle before purchasing. Automakers are extensively using graphic films for logos and for greater aesthetics of the vehicles. Apart from better looks, the film offers various advantages —easy installation and protection from the exterior environment. Commercial truck owners are increasing profits by turning every trip into an advertising opportunity. Companies are advertising through printable graphic films on the delivery trucks and are extending their brand’s reach on the open roads, thus presenting lucrative growth opportunities for the graphic film market during the forecast.
Today, the advertising and promotions are not restricted only during the daytime, but can also be done after the sunsets and in the nights. The reflective graphic films offer the end-users to take advantage to boost brand visibility during the nights with its wide-angle reflective technology. Reflective graphic films are also effective in enhancing safety on the roads. An array of applications offered by graphic films in the automobile sector alone is anticipated to bolster industry revenue in the five years to come.
Graphic Film: An Eco-Friendly Option?
The rising concerns regarding the environment and increased awareness among consumers for the protection of the environment have prompted organizations to shift toward environment-friendly operations. In order to reduce the footprint, the graphic film end-users seek eco-friendly options for attaining their sustainable goals. More and more businesses are shifting toward sustainable operations and are incorporating non-PVC graphic films. To capitalize on the growing opportunities, prominent leaders in the market have invested heavily in the development of non-PVC graphic films. For instance, The 3M company unveiled new non-PVC graphic films for interior and exterior signs applications.
The availability of 100% PVC-free products allows consumers to continue their operations while complying with the environment protection norms, which, in turn, is projected to boost market growth. Consumers are shifting towards non-PVC graphic films as they are removable and can be changed several times without having an impact on the environment, with durability up to 5 years. These films substantially necessitate less solvent than the traditional manufacturing processes and are an alternative to the traditional vinyl films which are custom built to meet the changing needs of the graphics market. Moreover, the use of non-PVC films offers disposal advantages to graphics manufacturers and end-users. Due to its different composition, the films trimmed edges can be further recycled as raw material, and the graphic film can be safely incinerated or landfilled.
Transforming Windows into Wins
Advertisements and promotions have been the largest consumer for graphic films for a long time. The corporate branding sector is projected to hold the highest market share in the global graphic film market during the forecast period. Globalization has stimulated competition significantly across all markets. Consumers have become aware and are concerned about the corporation behind the product and service. Companies are utilizing spaces and are seeking for cost-effective advertisements for higher returns and sales. Glass is considered as an ideal medium for expression and communication, and most of the companies have incorporated customized graphic film on windows to enhance the brand image and to improve aesthetics.
Many companies have invested in graphic films to facilitate effective communication of a marketing message to the consumers. Window graphic films are a cost-effective way to gain attention for the business. Most of the retail stores underutilize the window area. The graphic film can be customized, and the designs could include company logos, graphics, or brand images. Therefore, the incorporation of graphic films for highlighting the brand image is expected to push market growth.
The regional analysis has been made considering the demand for the graphic films in the regions of North America, Europe, Asia Pacific, South America, Middle East, and Africa.
North America: Largest Consumer For Graphic Films
The North American market, along with the Asia-Pacific market, is estimated to spearhead the graphic film industry in terms of consumption on account of the rising advertising campaigns and extensive use of automobile advertising. The demand for graphic films from the North American region is growing at an exponential rate due to a large number of fast-food chain restaurants present in the region. Key leaders in the fast-food sector strive to attract customers and gain a competitive edge by changing the aesthetics of the exteriors of the doors and windows. Intense competition among the key players has resulted in huge investments in marketing strategies.
The below info-graph depicts the advertising spending of the top fast-food chain restaurants present in the U.S. for the year 2018. (USD million)
The growing fast-food chain restaurants is simultaneously building a platform for graphic films. In 2018, McDonald's spent around USD 750 million on advertising activities, followed by Domino’s with advertisement expenditure to the tune of USD 400 million. The rise in advertisement expenditure will upsurge the demand for graphic films during the forecast period. Graphic films are widely used to display seasonal offers, attractive discounts, and festive decorative purposes, owing to broad color options and the availability of various types of films from translucent to reflective.Moreover, the extensive use of graphic films for sidewalk advertisements is further boosting the market growth in the region.
Asia-Pacific’s Growing Awareness Regarding Novel Advertising Methods
Asia-Pacific is witnessing a steady growth in the global graphic film market during the forecast period. Consumers in the region are adopting western culture and have become more brand loyal than ever before. Companies present in the region have recognized the importance of advertising and how it drives higher revenues. As a result, the companies are channelizing efforts towards branding and building a large customer base. China, Thailand, Singapore, India, and many others are expected to uplift the graphic film demand due to the strong growth in the economy. Europe is expected to have a substantial share in the global graphic film market backed by the strong automobile sector in the region. On the other hand, the Middle East and Africa are showing slow signs of growth in the graphic film market due to the volatile economic scenario.
Key players in the global graphic film market are primarily focusing on new product development, mergers and acquisitions, and expansion in untapped markets globally. Some of the key developments in the global graphic film market are:
Some of the key players in the global graphic film market are The 3M Company, Avery Dennison Corporation, Hexis S.A., Constantia Flexibles Group, E. I. du Pont de Nemours and Company, CCL Industries, Inc., Dunmore Corporation, Orafol Europe GmbH, AlfathermS.p.A, Renolit SE, Contra Vision Ltd., Lintec Europe B.V., among many others.
Global Graphic Film Market Segmentation
By Polymer Type
By Film Type
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