The packaging and processing machinery buying cycle is ever evolving. "PMMI Media Group’s 2025 Packaging and Processing Machinery Buying Cycle Study" sheds new light on this complex decision-making journey. With insights gathered from 383 CPG end users — all with buying influence or authority — this research provides a rare, candid glimpse into how consumer packaged goods (CPG) companies and other manufacturers evaluate, select, and ultimately invest in new machinery.
This research was conducted to help OEMs better align sales strategies more closely with buyer priorities, eliminate friction points, and build deeper, lasting partnerships. Let’s explore some of the key findings.
Why buyers are Investing
Production limitations, the need for new capabilities, and labor shortages emerged as top triggers for new equipment investments (end-users were allowed to choose more than one answer). In fact, 71% of respondents cited production throughput constraints, while 63% pointed to the need for enhanced machine capabilities as primary motivators to purchase.
These figures illustrate a clear message: Buyers are under constant pressure to do more, faster, and with fewer resources. Suppliers who can clearly demonstrate how their equipment solves these challenges — through increased efficiency, added functionality, or reduced labor dependency — have a distinct edge.
Trusted industry media brands like Packaging World or ProFood World can help illustrate an OEM’s benefits through the lens of an end-user case study—a softer sell to buyers. Submit a case study for consideration at pmmi.media/editorial.
Where buyers are looking
When it comes to researching new machinery, buyers are anything but passive.PMMI Media Group’s 2025 Packaging and Processing Machinery Buying Cycle StudyWhen it comes to researching new machinery, buyers are anything but passive (respondents were allowed to choose more than one answer). Nearly three-quarters (74%) rely on trade shows and conferences, while 62% turn to professional networks and peer recommendations, and 58% consult vendor websites. Online searches and industry publications also play significant roles.
The takeaway is clear: A single-channel marketing strategy is no longer sufficient. Suppliers must maintain a strong presence across multiple touchpoints — from the show floor to digital content — to meet buyers wherever they are seeking information.
In addition, a year-round media presence will only help suppliers’ brand familiarity at trade shows and events. Trusted media partners with independently verified, known audience segments are key to activating these buyers before, during, and after the show.
Content matters
Content isn’t just an accessory; it’s a powerful influence driver. Our survey found that 69% of respondents agree or strongly agree that supplier-generated content such as webinars, case studies, and thought leadership pieces play a significant role in their initial research.
For suppliers, this underscores the importance of investing in high-quality educational content. Beyond flashy brochures, buyers crave real-world examples, operational insights, and expert perspectives that help them evaluate solutions objectively.
Call out text box: Did you know? 2025 PMMI Media Group webinars have an average registration of nearly 300 engaged buyers.
Decision drivers: Value and trust
While price remains a factor, buyers seek price transparency and a clear understanding of the total cost of ownership among their top reasons to purchase (respondents were allowed to choose more than one answer).
Quality of service and technical support (54%), reliability and expected uptime (47%), and vendor reputation (36%) all heavily influence buying decisions. In other words, buyers are looking for long-term value and partnerships rather than transactional, one-off deals. Suppliers who can highlight robust support systems, proven reliability, and transparent pricing models are far better positioned to win trust — and business.
Buyers spoke up. We took note.
Beyond product specs and price points, our survey revealed a resounding call for suppliers to improve the overall buying experience. Here are five standout themes:
1.Be transparent
Buyers crave clear, upfront information about pricing, limitations, lead times, and total costs. Hidden fees or ambiguous options only sow distrust. Embracing transparency doesn’t just make life easier for buyers; it fosters credibility and long-term loyalty.
2. Improve information accessibility
Respondents expressed frustration with information being “locked” behind email gates or only accessible via sales teams. They’re not necessarily asking for confidential IP — rather, they want to explore specifications, CAD drawings, product videos, and feature comparisons without hurdles. A tiered approach can be a good solution to satisfy buyers.
Gated access could include read-only CAD previews instead of downloadable files, while overview spec sheets, and detailed explainer videos or FAQs could be easier to access — without compromising sensitive data.
3. Show, don’t just tell
Seeing is believing. Many buyers emphasized the importance of live demos, videos, factory visits, and pilot programs to truly understand equipment capabilities. Investing in virtual tours, high-quality demonstration videos, or even trial programs can significantly reduce buyer hesitation and accelerate decision-making.
4. Act as a partner
Survey respondents voiced a strong preference for suppliers who engage as partners, not just vendors. They want providers to understand their processes holistically, anticipate challenges, and offer tailored recommendations — even if those suggestions don’t immediately lead to a sale. Adopting a consultative, “discovery-first” approach can help suppliers stand out as trusted advisors rather than mere equipment sellers.
5. Prioritize post-sale support
The buying journey doesn’t end at installation. Buyers want to know they’ll receive comprehensive support, training, and maintenance guidance long after the machine arrives. Offering clear post-sale packages, tiered service options, and robust training programs signals a commitment to long-term success, reassuring buyers that they’re not on their own after the deal closes.
Bridging the gap
Today’s packaging and processing equipment buyers expect seamless experiences, genuine partnerships, and complete transparency — all before they even pick up the phone or schedule a demo. The full PMMI Media Group Buying Cycle Study delves even deeper into these trends, uncovering detailed data points and actionable recommendations to help suppliers fine-tune their strategies.
PMMI Media Group can help you transform the way you engage your best prospects. Because, reaching the right people, at the right moment, with the right message isn’t just marketing — it’s strategy.
This is just the beginning. Download the full "2025 Packaging and Processing Machinery Buying Cycle Study" at https://go.pmmimediagroup.com/BuyersGuide, and start giving buyers the experience they’re asking for.
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
When it comes to researching new machinery, buyers are anything but passive.PMMI Media Group’s 2025 Packaging and Processing Machinery Buying Cycle Study
