Increasing decision-making profile and purchasing power among visiting companies at Hispack

88.5% of Hispack 2024 attendees decide or prescribe the purchase of packaging solutions in their companies, according to the study on the visitor profile of the trade show held last May carried out by the consultancy firm MarketAAD. This characteristic, which demonstrates the high quality of the visitor, added to the upturn in internationality and a greater presence of manufacturing brands and leading packaging companies, were some of the keys to the success of Hispack.

This year, Hispack registered a total of 26,273 attendees, 3.9% more than in 2022 if we exclude those accredited to the Graphispag trade show with which it coincided at the time. 89% of the attendees were Spanish, mostly from Catalonia, Valencia, Madrid, Aragon, Andalusia, the Basque Country and Murcia. The remaining 11% were international visitors, more than half of them from Italy, Portugal, Germany and France. The actions carried out in the focus and opportunity markets of Mexico, Tunisia, Morocco, Poland and Japan accounted for 18% of the total number of international visitors from these countries.

During the presentation of the results of the exhibitor and visitor opinion surveys and the attendee profile study, the trade show’s director, Xavier Pascual, celebrated the good figures for this edition, which consolidate Hispack’s undisputed leadership in the Iberian market. Pascual emphasised that “a very good match has been achieved between the show’s offer, which is fully representative of the packaging industry, and the sectors of interest to visitors at a time of transformation driven by sustainability”. He also thanked “the trust and support of companies, professional associations, organisations and sectoral media to make Hispack the largest meeting point for the Spanish packaging market”.

Decision-making power
46.1% of Hispack attendees approve the direct purchase of solutions in various areas of the production process and product packaging (materials, machinery, logistics and automation), 27% decide with other people, and 15.4% suggest it. Only 11.5% are not involved in this responsibility. In this respect, the most numerous position among the visitors was that of area manager (32.5%), technician (31.8%), general manager, manager and owner (23.1%). Professional profiles in purchasing, production/factory, commercial/sales, engineering, packaging and R&D also increased.

It is worth noting that Hispack consolidates its position as a benchmark trade fair for the main packaging industries in the national market. In this sense, 9,000 brand owners (42% of the total number of visitors) from more than 3,000 unique companies visited the show. Of these companies, 45% were from the food and beverage industry, while 55% were manufacturers of products from other sectors, especially pharmaceuticals, chemicals, drugstores, perfumery and cosmetics, and industrial goods.

Leading owner brands visit the trade show
Once again, Hispack demonstrated its power to attract leading companies from the main packaging demand sectors. In this section, the show gained market coverage, especially in the food, drugstore and cosmetics sectors.

Thus, 75% of the 25 largest food companies in Spain in terms of turnover visited Hispack. By industry subsectors, bakery, pastries and confectionery reached 80% coverage; dairy, 60%; meat, 60%; oil, 36%; fruit and vegetables, 28%; and fish and preserves, 24%.

The percentage of coverage grew in perfumery and cosmetics to 88%, while in beverages it was 60%. Of the top 25 Spanish manufacturers in the pharmaceutical industry, 64% of companies visited Hispack, 60% from the chemical industry, and 40% and 16% from the automotive and consumer electronics sectors, respectively.

In addition to brand owners and packagers of end products, other companies that also attended Hispack 2024 were, in this order, manufacturers and distributors of machinery and packaging materials, graphic services companies, consultants, engineering studios, design agencies, associations, research centres, representatives of public administrations, students from training centres and the press members.

High satisfaction among exhibitors and attendees
At the same time, 92.2% of Hispack exhibitors confirmed the attendance of the visitor profile they wanted and rated very positively the quantity and quality of the contacts made at the show, according to the opinion surveys carried out by Fira de Barcelona’s Research Department.

According to exhibitors, visitors came mainly in search of specific solutions for future references and to obtain information. In second place were courtesy visits from customers and the selection of suppliers to make purchasing decisions. In addition, almost half of the exhibitors (49.2%) said they had concluded a business deal during the four days of the show.

In general, the exhibitors’ assessment indicates that Hispack is a highly representative trade fair for the packaging industry, thanks to the participation of leading companies, a diverse and quality offer, and a relevant visitor profile. The majority of exhibitors endorsed the sectoral distribution of the show, as well as the added value of the activities to attract professionals. They also stated a high degree of satisfaction with the organisation and development of the show, as well as the achievement of the participation objectives and the return on investment.

The visitors surveyed were also very satisfied with their time at Hispack 2024. For 86% of them, the event met their expectations and 78% stated that they would return for Hispack 2027. The quality, quantity and internationality of the exhibitors were also highly appreciated, with above-average values. In this sense, 80% of visitors consider Hispack to be the benchmark trade fair. In the 2024 edition, Hispack brought together 819 exhibitors from 31 countries.

The main objectives cited by visitors for attending Hispack were: to find new products, to increase their knowledge of new trends and to meet other professionals in the sector. It should also be noted that 44.7% of visitors said they had concluded pre-agreements and commercial agreements with exhibitors.

The next edition of Hispack will take place from 4 to 7 May 2027 at Fira de Barcelona’s Gran Via exhibition centre. It will be the 20th edition of the leading packaging, process and logistics trade fair in the Iberian market and will include special activities to commemorate this anniversary and highlight the value of the Spanish packaging industry.

Barcelona, 9 July 2024

Images from Hispack 2024 here

Photos of the presentation of the exhibitor and visitor surveys and the Hispack attendee profile here 

Maria Dolors Herranz
Tel. +34 93 233 25 41
mdherranz@firabarcelona.com