Photo Imaging CONNECT: European photo trends – physical media holding strong

At the Photo Imaging CONNECT 2026 conference, Jeremy Wills, principal analyst of Futuresource Consulting, provided some insights into the European photo print market via prerecorded video. Despite years of predictions about the demise of print, the European photo imaging market tells a very different story. Here’s a recap of some of the highlights. For more information about the presentation, contact Wills directly at jeremy.wills@futuresource-hq.com.

Physical Media Isn’t Fading

Millennials, Gen Z, and even Gen Alpha continue to embrace tangible photo products, according to Wills. From the ongoing success of instant cameras to mobile photo printers and retail print kiosks, physical media retains emotional and social value. The perception that smartphone images aren’t “print worthy” has largely disappeared thanks to dramatic improvements in mobile camera quality.

In Western Europe’s six largest markets — Benelux, France, Germany, Italy, Spain, and the UK — consumer-ordered photo products (prints, books, and merchandise) are projected to grow in value at roughly 3–4% annually through 2029. While volume growth is relatively flat in some categories, rising average selling prices (ASPs), product upselling, and premium formats are driving revenue gains.

The Humble Print Still Dominates

Photo prints continue to account for roughly 45% of total consumer photo product value in 2025 and are forecast to remain around 40% through 2029, he said. For an industry often focused on higher-margin merchandise, that’s a critical reminder: prints still matter.

What is changing is how consumers order them.

Web-to-home ordering — prints ordered online and delivered directly — now represents the fastest-growing channel and is expected to account for nearly two-thirds of the commercial print pathway by 2029. In-store ordering via traditional minilabs continues to decline as retail floor space is repurposed.

At the same time, instant print kiosks remain remarkably robust, particularly in Germany, France, and the UK. While the installed base may not grow significantly, utilization rates remain strong, fueled by younger consumers who value immediacy over lowest-cost options.

Silver Halide Faces Digital Competition

One notable production shift in Europe is the gradual move away from silver halide toward high-speed inkjet production systems. The transition is driven by environmental considerations, operational flexibility, and improving cost efficiencies. While silver halide’s archival longevity remains unmatched in perception, most consumers are largely agnostic to the underlying print technology as long as quality meets expectations.

Photo Books: Value Growth Over Volume

Photo book volumes across Western Europe are relatively flat compared to pre-pandemic levels, but value continues to rise. Premium upgrades — lay-flat binding, larger formats, upgraded covers, and increased page counts — are lifting basket sizes.

A4 remains the dominant format, but smaller A5 and app-driven softcover books have gained share, particularly in the UK market. Smartphone ordering continues to increase across all regions, especially for entry-level products, while high-end wedding and event books remain more deliberate purchases.

Germany continues to lead Europe in total consumer photo book demand by a wide margin, significantly outpacing France and the UK.

The Bigger Picture

Across prints, books, and merchandise, the European market demonstrates stability rather than volatility. The post-COVID spike has normalized, but steady value growth persists.

The message for retailers and print service providers is clear:

Physical photo products remain relevant.

• Convenience and digital ordering pathways are critical.
• Premiumization drives revenue even when volumes plateau.
• Production technology continues to evolve toward digital efficiency.

For U.S. retailers and suppliers watching Europe for early signals, Wills said the takeaway is encouraging: the consumer desire to hold, gift, and display printed memories is far from over.