Australia Point of Sale Materials (PoSM) Market Size, Share: Forecast Trends, Outlook and Growth Report (2026-2035)

Key Market Trends and Insights

• Australian Capital Territory dominated the Australia point of sale materials (POSM) market in 2024 and is projected to grow at a CAGR of 13.7% over the forecast period.
• By type, soft PoSM is expected to grow at a CAGR of 13% over the forecast period.
• By application, FMCG sector is projected to witness a CAGR of 14.2% over the forecast period.

Market Size & Forecast

• Market Size in 2025: AUD 572.28 million
• Projected Market Size in 2035: AUD 1745.93 million
• CAGR from 2026 to 2035: 11.80%
• Fastest-Growing Regional Market: Australian Capital Territory

Retailers are moving away from legacy tills to mobile-first, API-driven systems that seamlessly connect online and offline inventory, loyalty programs, payments, and promotional engines. This transition is compelling brands to adopt POSM that is modular, tech-enabled, and capable of supporting real-time, data-driven interactions using QR codes, NFC tags, and dynamic shelf messaging.

A major development in the Australia point of sale materials (POSM) market came in April 2024, when Universal Store Holdings deployed NewStore’s omnichannel POS across 89 Australian stores, replacing outdated systems with a mobile-first unified platform. Likewise, the launch of commercetools InStore in January 2025, adopted by Jaycar within just six weeks, showcased how composable POS enables rapid in-store feature rollouts. Together, these developments are accelerating demand for next-generation POSM aligned with modern, connected retail journeys.

Recent Developments

June 2025

At NRF APAC, Hanshow presented AI and IoT-integrated solutions in the including smart carts, electronic shelf labels, and energy management systems. These innovations in the Australia point of sale materials (POSM) market aims to enhance personalized and efficient in-store shopping experiences.

May 2025

Hanshow unveiled an AI-powered retail ecosystem comprising smart carts, e-paper displays, and IoT-enabled infrastructure. The launch emphasizes sustainable, interactive, and data-driven POSM solutions for modern retail.

January 2025

Hanshow introduced a connected-store ecosystem featuring electronic shelf labels, smart carts, and a retail media network powered by IoT. The solution enables intelligent, media-enabled in-store POSM and improved operational efficiency.

October 2024

Too Good To Go partnered with Hanshow to integrate its surplus-food platform with electronic shelf labels, using LED pick-to-light technology to reduce food waste. The collaboration helps stores improve inventory management while promoting sustainability in the Australia point of sale materials (POSM) market.

Key Drivers and Trends

Expansion​‍​‌‍​‍‌​‍​‌‍​‍‌ of retail media and POS monetization

The PoSM transformation is leading the way for in-store spaces to be commercialised by retailers all over Australia and these spaces are being turned into measurable retail-media assets. Since the market demands more intense and data-linked ad placements, the players of the market are compelled to put their investments into media-enabled POSM formats. After Criteo bought Brandcrush in March 2023, one of the reasons for the quickening of this trend was that retailers got the time and the way to manage and sell offline and in-store media more efficiently. This is a good example of the influence of global platforms on the development of omnichannel retail media ecosystems, which are the main reasons for the increased demand in the Australia point of sale materials (POSM) market.

Rise of real-time personalised pos marketing through partnerships

PoSM providers are emphasising the need for data-based, targeted in-store activities that have led retailers to see the usefulness of linking POS systems with CRM and loyalty platforms. When Eagle Eye teamed with Ecrebo in April 2025 to make the real-time targeted messaging at checkout possible, the trend got a new impulse. This partnership is a great example of how the industry players are upgrading the intelligence and quickness of the in-store communication to a level where POSM is not just a static display but a personalised activation tool that enhances the customer's journey.

Increasing adoption of digital shelf labels and smart displays

Retailers in Australia point of sale materials (POSM) market are investing in a great amount of capital on technologies that digitally transform their shelves and make price changes quicker together with their responsive promotional messaging. This move is a step further in diminishing the reliance on the use of static PoSM while at the same time a hybrid digital-print strategy gets launched. It was a significant milestone for Woolworths when in November 2023 they achieved their goal of converting 100 of their stores to Electronic Shelf Labels, thus making their dedication to tech-enabled in-store communication more than obvious. The deployment of such machines clearly demonstrates the ways in which market players are putting the automation and real-time agility of PoSM execution at the epicenter of their activities.

Consolidation among PoSM and display solution providers

Companies operating in the Australia point of sale materials (POSM) market are choosing to consolidate as they broaden the scope of their offerings and transform themselves into end-to-end design, production, and display solution providers. This move is facilitating the scaling of the servicing process and the speed of its execution by retailers. A great instance of this is HL Display’s purchase of the selected assets of Effekt Grafik in September 2024 which allowed the former to elevate its portfolio of food-retail displays and integrated in-store solutions. Deals of such nature signify the readiness of industry players to deepen their expertise to thus being able to offer a far more complete and qualitatively higher-level PoSM program.

Growing demand for agile, localized PoSM production

Through the pursuit of faster campaign executions, retailers have influenced significant investments in the Australia point of sale materials (POSM) market, especially in onshore agile PoSM production. The local suppliers who are capable of rapid prototyping, offering shorter print runs, and providing nationwide fulfilment services are the ones that are getting more and more preferred. Semcom is one of the companies that are helping this trend by the means of Australian-based digital printing, sampling, and distribution and making it possible for brands to carry out their seasonal or last-minute campaigns with the minimum of delays. Such capabilities serve as a mirror reflecting the whole industry's move towards the flexible, time-sensitive PoSM delivery ​‍​‌‍​‍‌​‍​‌‍​‍‌models.

Australia Point of Sale Materials (POSM) Market Share

By type, soft PoSM gains significant consumer preference

Soft​‍​‌‍​‍‌​‍​‌‍​‍‌ PoSM producers in Australia are leading the changes to recyclable and low-impact materials at a faster rate as retailers are asking for more environmentally friendly in-store communication assets. One of the major examples is Semcom, which through its GoEco™ sustainable POS program, has set a new milestone by developing the world’s first floor display made entirely from sugar-cane fibre (bagasse), branded Pulpy™, a fully recyclable, plastic-free alternative to the usual cardboard or foam structures. This is just one example of an industry-wide movement expanding the scope of the Australia point of sale materials (POSM) market.

The evolution of hard PoSM is still going on with the retailers giving more preference to modular hardware and dynamic digital signage for real-time messaging and high-impact brand visibility. To reflect the change, Hanshow presented its Nebular Pro and Lumina ESL digital label series at the July 2025 Metcash Food Expo, which was a clear indication of retailers' increased willingness to adopt connected, centrally managed PoSM systems that not only improve operational efficiency but also store engagement. ​‍​‌‍​‍‌​‍​‌‍​Such developments are boosting the growth of the Australia point of sale materials (POSM) market.

By application, registers a notable growth rate

FMCG​‍​‌‍​‍‌​‍​‌‍​‍‌ brands are spending more and more on modular, digitally enabled POSM to handle fast promotions and product turnover. RetailCare Technology, among others, is a market player that is facilitating this change by combining cloud-managed POS systems, AI agents, electronic shelf labels (ESLs), and people counters to create smart, real-time merchandising networks. Their AI-powered POS systems (in partnership with ERPLY) employ predictive analytics for inventory and customer personalization, thus making displays both flexible and measurable. It indicates how FMCG brands are coordinating Australia point of sale materials (POSM) market strategies with data-first consumer journeys.

In the pharmacy segment, PoSM is progressively becoming content-rich, compliant digital signage that supports health messaging, education, and real-time updates. Pharmacy operators in Australia are working with tech firms to implement high-visibility displays in the store. A strong example is Star Pharmacy Group that in May 2025, along with 1308 and Zeetaminds, launched digital signage across 66 stores in South Australia, thus, facilitating the real-time health campaigns and seasonal messaging. It demonstrates how pharmacies are combining communication and operational objectives by investing in smart ​‍​‌‍​‍‌​‍​‌‍​‍‌PoSM, which, in turn, is fueling the Australia point of sale materials (POSM) market revenue.

Australia Point of Sale Materials (POSM) Market Regional Analysis

By region, New South Wales accounts for a significant market revenue

New​‍​‌‍​‍‌​‍​‌‍​‍‌ South Wales is a major hub driving substantial demand in the Australia point of sale materials (POSM) market, because of the densely packed retail networks and the strong investor interests in the retail properties. The high numbers of visitors and frequent store modernisations are the main reasons for the adoption of modular, digital, and eco-friendly POS displays. As a result, in February 2025, Centennial and Parkstone purchased a shopping centre in regional NSW for AUD 37.4 million, which is one of the evidences of investor confidence and possible upgrades in PoSM infrastructure across the region.

Western Australia point of sale materials (POSM) market is experiencing an increase in PoSM demand due to the accelerated retail growth in suburban as well as large-format stores. The emphasis is on experiential shopping, modular displays, and tech-enabled signage for customer engagement enhancement. According to HTW's report from May 2025, retail sales in WA increased by 6% year-on-year, thus paving the way for investments in modern store layouts and promotional displays. These trends are compelling players in the market to implement flexible, sustainable PoSM solutions that are specifically designed for the ever-growing Western Australian retail ​‍​‌‍​‍‌​‍​‌‍​‍‌landscape.

Competitive Landscape

Major Australia point of sale materials (POSM) market ​‍​‌‍​‍‌​‍​‌‍​‍‌ players are investing in environmentally friendly and modular PoSM solutions, aiming to meet retailers' demands for sustainability and agility. The likes of Genesis Retail Displays and Semcom are creating recyclable displays, lightweight digital signage, and quick-turnaround prototypes to make it possible for brands to accelerate the launch of their promotions while at the same time, reduce the carbon footprint. Such a move is consistent with increasing regulatory and consumer requirements for an eco-friendlier and socially responsible in-store communication.

Moreover, retail technology vendors prioritize the implementation of smart, networked PoSM to enrich in-store interaction and boost productivity, which is significantly propelling the demand of the Australia point of sale materials (POSM) market. Hanshow and RetailCare are among the companies that include cloud-controlled shelf-edge labels, engaging kiosks, and AI-powered analytics for optimizing product placement and on-the-spot messaging as their offering. These interventions give a chance to retailers to coordinate campaigns across different stores, upgrade shopper experience, and execute PoSM deployments in a data-driven and measurable way.

NEC Corporation

NEC Corporation was originally founded as Nippon Electric Company Limited in 1899 and is currently based in Tokyo, Japan. The company is a worldwide technology and solutions provider which mainly focuses on information technology and network systems. It has a wide range of offerings that include digital signage, retail technology, and communication solutions, and is serving both enterprises and government sectors worldwide, including the Australia point of sale materials (POSM) market.

HH Global Group

HH Global Group was established in 1983, and it is located in London, United Kingdom. It is a leading marketing services provider that offers creative, production, and managed print solutions. With a global presence over the various continents, the company enables brands to simplify point-of-sale materials, promotional materials, and integrated marketing campaigns.

Simpson Group

The Simpson Group was started in 1975, and it is situated in Melbourne, Australia. Simpson Group is a major supplier of point-of-sale displays and retail merchandising solutions. Their core are designing, manufacturing, and deploying innovative displays for fast-moving consumer goods, retail, and corporate clients in both Australia and Asia-Pacific.

RTC Europe Limited

RTC Europe Limited was launched in 1989 and has its head office in London, United Kingdom. It is a company that focuses on the implementation of point-of-sale and retail display solutions. The company is committed to serving brands both in the European and global retail sectors with modular, sustainable, and visually stimulating point-of-sale materials ​‍​‌‍​‍‌​‍​‌‍​‍‌systems.

Other player in the market includes Trion Industries, Inc., INDEVCO Group (Eastern Company), Priority Software Ltd., Drukkerij VAN AS B.V., and several others.

Key Highlights of the Australia Point Of Sale Materials (POSM) Market Report

• Historical Performance and Forecasts: The report provides a detailed analysis of past market trends and delivers accurate forecasts through 2035, enabling stakeholders to understand growth trajectories and market cycles.
• Insights into Product Innovations: Covers advancements in soft and hard POSM, including modular displays, digital signage, and sustainable solutions adopted by leading retailers.
• In-Depth Competitive Landscape: Profiles top domestic and international POSM suppliers, highlighting strategies, product portfolios, and market positioning.
• Regional Analysis: Identifies emerging markets and high-growth regions across New South Wales, Victoria, Queensland, Western Australia, and other areas, with a focus on local retail dynamics.
• Investment-Focused Outlook: Provides actionable insights for investors, supported by quantitative and qualitative data, facilitating informed decision-making in POSM manufacturing, distribution, and retail deployment.

Why Choose Expert Market Research?

• Trusted insights derived from extensive primary research and verified secondary sources.
• Actionable, data-driven information that supports strategic planning and operational decisions.
• Comprehensive region-wise and product-specific analysis that helps businesses identify growth opportunities, benchmark against competitors, and optimize investment strategies in the POSM market.

Call to Action

Explore the latest trends shaping the Australia Point of Sale Materials (POSM) Market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Download a free sample report or contact our team for customized consultation on Australia point of sale materials (POSM) market trends 2026.