The promotional products industry in Europe is growing by 8-12% compared with 2024, with a clear shift towards quality over quantity, sustainability as a must and built-in tech. Here is what we are seeing in our own orders and in suppliers’ catalogues for 2026.
1. Sustainability becomes the standard, not an option
In 2022, eco products were a niche accounting for 5-10% of orders; in 2025 they passed 30% in certain categories. The trend is accelerating in 2026 for two reasons: regulatory pressure (ESG reporting) and direct demand from employees and partners.
What this means in practice:
- Certified materials as a must: GOTS, FSC and GRS are becoming selection criteria, not a bonus
- RPET goes mainstream: bags, bottles and textiles made from recycled plastic, with documentation included
- Bamboo and cork: fast-renewing materials with a natural, premium look
- Water-based inks: taking solvents out of the printing process
- Carbon footprint per product: a few suppliers have started including this information in their catalogues
2. Built-in tech and wireless everywhere
Tech products have become a frequent choice for corporate gifts. The explanation is simple: they are highly useful every day and are perceived as worth more than they actually cost.
The tech products leading the way in 2026:
Compatible with iPhone 12+ and with Android via Qi2. A practical tech gift that gets used every day.
True wireless in-ear headphones with ANC at an affordable price (under RON 100). An executive feel at a mid-range price.
Remote working has created huge demand for quality office accessories at home.
A kit for video calls: a practical gift that everyone appreciates.
Helps keep track of keys and luggage. Highly useful, small format.
Steps, sleep, notifications, all on a reasonable corporate budget.
3. Advanced branding: beyond screen printing
Screen printing and pad printing remain the core techniques, but in 2026 more clients are asking for premium techniques that make the gift stand out:
4. Gift sets are winning out over individual products
A well-curated set perceived as worth RON 200 can cost RON 120 in components + RON 15 in packaging. Perceived value is driven by presentation, not just by the product. That is one of the key lessons of the past 3 years.
The winning formats in 2026:
- Home office kit: lamp + mouse mat + phone stand + sticky notes in a box
- Wellness set: water bottle + sports towel + resistance band + care spray
- Premium coffee kit: insulated mug + speciality coffee + engraved teaspoon
- Tech starter pack: power bank + USB-C cable + in-ear headphones + carrying case
5. Hybrid experiences: physical + digital
In 2025-2026, a few innovative clients are testing gifts that combine a physical product with a digital component:
- Printed diary + access to a productivity app (1 year)
- Wellness kit + subscription to a meditation platform
- Custom mug + voucher for a partner café
- Book set + Audible subscription
This direction is still niche, but it signals an important trend for 2027 and beyond.
6. Budgets are rising, quantities are falling
The 2025 data shows a clear trend in B2B: companies are buying fewer products, but of better quality. The reason: employees and partners respond better to a single quality gift than to 3 cheap products.
Want to put these trends to work in 2026?
ATU’s consultants will put together a product selection that matches the trends and your budget.