Europe Augmented Reality Packaging Market Size, Share, and COVID-19 Impact Analysis, By End User (Food & Beverages, Healthcare & Pharmaceuticals, Personal Care & Cosmetics, and Others), and Europe Augmented Reality Packaging Market Insights, Industry Trends, Forecast to 2035

Europe Augmented Reality Packaging Market Insights Forecasts to 2035

• The Europe Augmented Reality Packaging Market Size Was Estimated at USD 107.2 Million in 2024
• The Market Size is Expected to Grow at a CAGR of Around 6.47% from 2025 to 2035
• The Europe Augmented Reality Packaging Market Size is Expected to Reach USD 213.6 Million by 2035

According to a research report published by Spherical Insights & Consulting, The Europe Augmented Reality Packaging Market Size Is Anticipated to Reach USD 213.6 Million by 2035, Growing at a CAGR of 6.47% From 2025 to 2035. The market is driven by the increase in the need for immersive digital experiences in different sectors such as manufacturing, healthcare, retail, education, and entertainment. The rising acceptance of AR-enabled devices, technological developments in AI and IoT, and an increase in the budget for digital transformation.

Market Overview

The market of augmented reality in packaging is powered by the maturing consumer demand for engaging product experiences, escalating brand engagement tactics, and the adoption of tech by manufacturers to get customers’ loyalty and product differentiation on the shelves. Augmented reality in packaging is the application of bringing digital features like 3D images, animations, and interactive content to the real-world packaging through the use of smartphones or AR devices.

In April 2025, the Interactive Brand Packaging Network (IBPN) was inaugurated by the AIPIA, Active & Intelligent Packaging Industry Association, as a pioneering step to promote packaging as an accepted channel for media and consumer interactions.

Europe's semiconductor market is expected to benefit from the approval of substantial funding by the EU, among which is the Italian measure of €1.3 billion for a semiconductor advanced packaging facility. The law requires the development of a uniform label indicating material composition as well as the adoption of universal digital markings to provide information about hazardous substances and recyclability. This transition toward digital information is in line with AR-enabled smart labels that give in-depth guidance and knowledge without requiring large amounts of printing.

Report Coverage

This research report categorizes the market for the Europe augmented reality packaging market based on various segments and regions, and forecasts revenue growth and analyses trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Europe augmented reality packaging market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Europe augmented reality packaging market.

Driving Factors

The augmented reality packaging market in Europe is driven by the rising demand for anti-counterfeiting and product authentication solutions, particularly in the pharmaceutical, luxury goods, and spirits industries. Counterfeit products not only lead to enormous financial losses but also ruin the reputation of the companies, so they are incorporating AR-based security features like digital watermarks, holographic authentication, and blockchain-based verification systems into their products. The European Union’s tough and strict rules concerning product safety and traceability are another major factor that drives the adoption of AR-based authentication technologies and motivates brands to put their money into secure and intelligent packaging solutions.

Restraining Factors

The augmented reality packaging market in Europe is restrained by high initial implementation costs, regulatory challenges, data privacy concerns and a lack of standardized regulations. Besides, content availability is limited, technological difficulties are present, and there are economic factors.

Market Segmentation

The Europe augmented reality packaging market share is categorised into end user.

• The food & beverages ranges segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Europe augmented reality packaging market is segmented by end user into food & beverages, healthcare & pharmaceuticals, personal care & cosmetics, and others. Among these, the food & beverages segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. The growth of the segment is driven by the increasing concern regarding food quality, the lack of clarity about ingredients, and the different consumers' dietary choices. Companies are adopting AR-supported intelligent labels that provide customers with the option to scan the package and receive the nutritional information, details about the source, and alerts for allergens instantly.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Europe augmented reality packaging market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies                                                                                                            

• Blippar Ltd
• Zappar
• Wikitude GmbH
• ViewAR GmbH
• Novalia Ltd
• AR Packaging Group
• THIMM Group GmbH + Co. KG
• Tetra Pak
• Nestle S.A.
• L’Oreal S.A.
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at the Europe, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Europe augmented reality packaging market based on the below-mentioned segments:

Europe Augmented Reality Packaging Market, By End User

• Food & Beverages
• Healthcare & Pharmaceuticals
• Personal Care & Cosmetics
• Others