Markets 360 · Where to play
Five plays · three horizons · ~$90B TAM
Where the TAM sits
RFID and DPP cluster in EU + NA · connected packaging is North-America-led · core PSM is the most globally spread
Bubble = regional SAM for each play · color = horizon (green = H1 · blue = H2 · purple = H3).
Exhibit · Market sizing
~$90B TAM across the five plays; AVY holds $7.6B today and has explicit upside in three of them
Strategic play
Horizon
TAM ($B)
SAM ($B)
AVY ($B)
Growth
Share
Strategic note
Pressure-sensitive materials (core)
H1
45
18
6.0
4%
33%
Defend + mix-shift to specialty/sustainable.
Intelligent Labels (RFID inlays)
H2
11
6
1.4
18%
23%
Walmart mandate; retail RFID < 30% penetrated.
atma.io connected product cloud
H2
6
2.5
0.12
35%
5%
From tag to recurring subscription.
Digital Product Passport services
H3
3
1.2
0.02
60%
2%
EU DPP enforcement 2026–2030.
Connected packaging & consumer
H3
25
5
0.05
11%
1%
Marketing channel for brands.
Source: ABI Research, IDTechEx, Smithers Information, EU Commission DPP roadmap; AVY-share triangulated from segment disclosures.
Exhibit · Growth vs share
RFID, atma.io and DPP sit in high-growth segments with single-digit share — the explicit "where to play" call is here
Bubble size = AVY revenue in segment; X = market growth rate; Y = AVY market share.