The market for advertising services has changed massively over the past decade, with online and digital advertising services to reach customer across the web replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the COVID-19 outbreak forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2024, advertising services revenue is expected to drop at a compound annual rate of 4.1% to €219.8 billion. COVID-19 caused business and consumer confidence to plunge, slashing ad spending as companies looked to save money. Revenue recovery has proved weak, with sky-high inflation offsetting formidable growth in emerging markets. Postponed major events, including the 2020 Olympics and UEFA's 2020 European Championship, took place in 2021, boosting demand. However, inflationary pressures, economic uncertainty and shaky business confidence eroded growth over 2022 and constrained revenue in 2023. In 2024, industry revenue is expected to tumble by 3.1%, with in-house social media advertising eating into the market for advertising services. This growing external competition has also weighed on profitability. Over the five years through 2029, revenue is forecast to climb at a compound annual rate of 3% to reach €254.5 billion. Although demand for online advertising services will continue to swell, more companies will deal directly with online providers, curbing revenue. However, increased scrutiny on social media companies may alleviate external competition by banning "behavioural advertising" and selling first-person data to marketers. Mobile advertising will continue to outpace growth in online advertising as consumers increasingly rely on mobile devices to access the internet. The rapid emergence of AI technology has put the industry's future into question as big tech searches for AI operational solutions, threatening traditional advertising agencies.

Employment placement agencies in Europe’s revenue is anticipated to contract at a compound annual rate of 3.2% over the five years through 2024 to €47.8 billion. The COVID-19 outbreak tanked business confidence and expansion plans because of economic uncertainty after months of global lockdowns, forcing hiring freezes in a tricky time for employment agencies. 2022 marked a resurgence for agencies. According to Eurostat data, employment in the EU reached a record peak of 74.6% in 2022, with unemployment falling month-on-month to 5.9% in August 2023. Companies enjoyed a post-COVID-19 boom in hiring, as the economy reopened and company’s began to look to expand thanks to improved business confidence which kept employment agencies busy. The labour market has proved resilient against the economic background of rising interest rates and high inflation but remains tight with several unfilled vacancies. Vacancies remain well above pre-pandemic levels but have steadily dipped from the sharp rise post-COVID-19 as companies unfroze hiring decisions, indicating a skills mismatch between job seekers and roles that agencies are struggling to negotiate. Several countries attempt to address long-standing labour shortages to ameliorate professional mobility and offer training courses for in-demand skills through agencies. France, for example, is addressing youth unemployment through upskilling training programmes. Public sector hiring in Germany and Spain in health and education also pushes revenue growth for agencies compared to stunted private sector demand. Revenue is expected to slump by 1.3% in 2024 amid job cuts in the technology sector. Revenue is projected to swell at a compound annual rate of 4.3% over the five years through 2029 to reach €58.9 billion. Agencies will continue to target revenue growth by elevating their online presence, specialising their services towards more niche sectors and targeting executives and upper management positions. Technological developments remain a threat to recruiters, with HR AI systems like Paradox able to scan networking platforms such as LinkedIn for candidates. Companies’ in-house HR teams are expanding too. The sustainability sector looks to be a hot property job market to target, but potential shortages in both high and low-skilled occupations driven by employment growth in STEM professions and healthcare will create hurdles in the hiring process in other sectors.

Demand for construction supplies largely depends on activity in downstream residential and non-residential construction markets, which depend on factors like exchange rates, supply chain disruptions and trading frictions. Construction supplies and equipment wholesalers across Europe have contended with numerous headwinds from the COVID-19 outbreak in 2020 to spiralling inflation and rock-bottom business confidence. Industry revenue is forecast to tumble at a compound annual rate of 4.1% over the five years through 2024 to €701.5 billion, including an estimated 4.4% drop in 2024, while the average industry profit margin is expected to edge downward to 5%. In 2021, demand for construction materials and equipment plummeted as the COVID-19 outbreak brought the downstream construction sector to a standstill. Despite lockdown measures gradually phasing out through 2022, construction supply wholesalers faced severe cost pressures amid supply chain disruptions, squeezing the average industry profit margin. In 2023, bleak economic conditions in the form of rising interest rates and subdued growth have put off many businesses from undergoing investment projects, hitting demand for construction supplies and equipment. Construction Materials, Equipment & Supplies Wholesaling revenue is forecast to climb at a compound annual rate of 2.1% over the five years through 2029 to reach €780.2 billion, while the average industry profit margin is expected to reach 5.2%. Construction activity is expected to pick up over the coming years, inflation cools, and interest rates start to edge downwards despite lingering uncertainty in the short term as the effects of interest rate hikes and low business sentiment hit demand. Construction wholesalers will continue to focus on offering eco-friendly and sustainable construction materials in the coming years, supporting revenue growth.

Caterers have endured a period of high revenue volatility amid the recovery of COVID-19 disruptions and subsequent inflationary and geopolitical pressures, which have affected consumer and business spending on functions and events. Industry revenue is expected to climb at a compound annual rate of 8.5% to €25.5 billion over the five years through 2025, including a 4.9% hike in 2025. Evolving consumer tastes and trends, like healthier eating and vegetarianism, are driving change in the products offered by caterers. Marriage rates across Europe are dipping, leading to a diluted demand for wedding caterers. The low rates were compounded by restrictions during the COVID-19 outbreak, with many couples forced to postpone their weddings, while other private and corporate events were cancelled, leading to a low revenue base in 2020. Nevertheless, the gradual easing of restrictions in 2021 and complete removal in 2022 allowed postponed events to take place, providing a boost to revenue. As wider economic conditions affect business and consumer confidence and spending on catering, recent inflationary pressures, geopolitical tensions and trade war fears have heightened uncertainty, weakening revenue growth over the three years through 2025. With greater health consciousness and concern for the environment, demand for caterers offering healthier, locally sourced and organic options is climbing. Catering services are also now required to be more inclusive of different dietary preferences, including vegetarianism and veganism, encouraging caterers to innovate and differentiate their offerings to keep up with competitors. Revenue is forecast to swell at a compound annual rate of 10.5% to €41.9 billion over the five years through 2030. While anticipated improvement in economic conditions will boost confidence and disposable income, leading to a better climate for the catering industry, subdued marriage rates will likely continue to limit demand for wedding catering. A more optimistic economic environment may encourage consumers and businesses to hold larger, more lavish events, driving revenue growth. Caterers will face challenges from intensifying competition and ever-changing consumer preferences, hindering profit growth. As such, diversification will play a key role, with caterers needing to innovate their offerings and come up with more personalised services, while also effectively dabbling in social media usage to engage with customers and enhance their brand image to stand out from the crowd. Caterers will also be likely to invest in making their operations more sustainable and achieve efficiencies through the use of technology.

The Information and Communication Equipment retailing industry has benefitted from the digitisation of economies across Europe, with businesses expanding on their online offerings to capitalise on the growing e-commerce market. Despite this, numerous economic headwinds still plague growth, ranging from a tightening cost of living to rising purchase costs from upstream suppliers. Revenue is anticipated to fall at a compound annual rate of 5.8% over the five years through 2024 to €113.1 billion, including an estimated decline of 4.6% in 2024, while the average industry profit margin is forecast to be 6.5%. The COVID-19 outbreak triggered a mass adoption of technology across Europe, with consumers under lockdown restrictions turning to smartphones, tablets and computers to quench their boredom. The tech boom was short-lived, as economic growth slowed substantially in 2022 amid inflationary pressures and the rising base rate environment. This caused consumers to tighten their purse strings and resulted in a decline in businesses' investment towards IT capabilities as the cost of borrowing picked up and growth prospects vanished. Inflationary pressures persisted in 2023, denting consumer expenditure. However, this also presented opportunities for retailers to offer cheaper second-hand technology. Premium-priced products, like iPhones, were also less exposed to the tightening cost of living squeeze, supporting revenue growth. Revenue is forecast to grow at a compound annual rate of 1.5% over the five years through 2029 to €121.9 billion, while the average industry profit margin is estimated to reach 3.6%. Improving economic conditions will lift revenue growth in the coming years, facilitating a resurgence in business and consumer confidence, which will drive demand for information and communication equipment. Retailers that cater to the growing market of environmentally conscious consumers will lead the industry in the coming years, purchasing products from manufacturers with eco-friendly production processes that seek to limit energy consumption and improve waste treatments.