Key Insights
The North America and Europe vending machine industry, a mature yet dynamic sector, is experiencing steady growth fueled by several key factors. The global market size of $14.10 billion in 2025, exhibiting a CAGR of 8.97%, indicates significant potential for expansion. Within North America, the office/commercial segment is the largest contributor, driven by increasing workplace density and the demand for convenient food and beverage options. The rise of cashless payment systems and technological advancements in vending machine functionality, such as smart vending and connected devices, are enhancing consumer experience and driving sales. Furthermore, the increasing adoption of healthier food and beverage options within vending machines is responding to consumer health consciousness, expanding the market's appeal. While the institutional segment (schools, universities) offers promising growth opportunities, regulatory changes concerning food and beverage offerings in these locations might pose minor challenges. The "Others" segment, encompassing diverse locations such as healthcare facilities and transportation hubs, presents a substantial but fragmented market opportunity, ripe for targeted expansion by specialized vending operators.
In Europe, the market mirrors the North American trends, with strong growth potential in office and commercial spaces, particularly in larger economies like Germany, France, and the UK. The European market is characterized by a higher adoption of sophisticated vending technologies and a strong focus on sustainability, influencing the choice of machines and offered products. The fragmented nature of the European vending landscape presents opportunities for consolidation and expansion by larger operators. The diverse preferences across European nations necessitate tailored product offerings and strategic market entry approaches. Factors such as fluctuating economic conditions and varying regulations across different European countries can influence market growth, but the overall outlook remains positive, driven by an evolving consumer base seeking convenience and a wider variety of options. We project both North American and European markets will continue to see robust growth in the forecast period (2025-2033), propelled by innovation, evolving consumer preferences, and increased adoption of technology within the industry.

North America and Europe Vending Machine Industry Report: 2019-2033
This comprehensive report provides an in-depth analysis of the North America and Europe vending machine industry, covering market dynamics, trends, leading players, and future growth prospects. The study period spans from 2019 to 2033, with 2025 as the base and estimated year. This report is essential for industry stakeholders, investors, and strategic decision-makers seeking to understand and capitalize on opportunities within this dynamic market. The market size is predicted to reach xx Million by 2033.
North America and Europe Vending Machine Industry Market Dynamics & Concentration
The North America and Europe vending machine market is characterized by moderate concentration, with a few major players holding significant market share. However, the market is also witnessing increased competition from smaller, specialized vendors offering innovative products and services. Innovation is a key driver, with companies investing in technologies such as cashless payment systems, smart vending machines, and connected devices to enhance the customer experience and optimize operations. Regulatory frameworks, particularly concerning food safety and hygiene, significantly impact market operations. Product substitutes, such as online ordering and delivery services, pose a competitive threat, forcing vending machine operators to adapt and offer differentiated value propositions. End-user trends, such as increasing demand for healthy and convenient options, are shaping product offerings. The market has witnessed a moderate level of M&A activity in recent years, with larger companies acquiring smaller players to expand their market reach and product portfolio.
- Market Share: Top 5 players hold approximately 55% of the market share (estimated).
- M&A Deal Count (2019-2024): An estimated xx deals occurred during this period.
- Innovation Drivers: Smart vending machines, cashless payments, remote monitoring, personalized offers.
- Regulatory Factors: Food safety standards, hygiene regulations, licensing requirements.
North America and Europe Vending Machine Industry Industry Trends & Analysis
The North America and Europe vending machine market exhibits a steady growth trajectory, driven by several key factors. Rising urbanization and increasing disposable incomes contribute to higher demand for convenient food and beverage options. Technological advancements, particularly in areas like mobile payment integration and data analytics, are enhancing operational efficiency and customer engagement. Changing consumer preferences towards healthier options are pushing vendors to offer a broader variety of products, including organic and locally sourced items. However, increasing competition from other food and beverage delivery services, alongside rising operational costs, presents challenges to sustained growth. The market is predicted to register a CAGR of xx% during the forecast period (2025-2033). Market penetration in office and commercial locations is already high, but opportunities exist in other sectors.

Leading Markets & Segments in North America and Europe Vending Machine Industry
The Office/Commercial segment currently dominates the market in both North America and Europe, accounting for approximately xx% of the total revenue. This is driven by high population density in urban areas and the presence of numerous workplaces.
- Key Drivers for Office/Commercial Dominance:
- High concentration of potential customers.
- Established infrastructure and accessibility.
- Relatively stable demand throughout the year.
- By Location:
- Office/Commercial: Highest market share.
- Institutional: Significant, growing segment (schools, hospitals).
- Others: Showing growth potential driven by increased tourism and events.
- By Type:
- Beverages: Largest segment, driven by high demand for convenience.
- Packaged Food: Growing segment, driven by expanding product variety.
- Others: Niche markets with varying growth trajectories.
The United States and Germany are the leading national markets, with strong economies and well-developed infrastructure supporting high vending machine density.
North America and Europe Vending Machine Industry Product Developments
Recent product innovations focus on enhancing user experience and operational efficiency. Smart vending machines with touchscreens, mobile payment options, and real-time inventory management systems are gaining traction. Companies are also adapting to consumer preferences by offering a wider range of products, including healthier and more customized options. These developments enhance the customer experience, improve operational efficiency, and offer businesses a competitive advantage.
Key Drivers of North America and Europe Vending Machine Industry Growth
Several factors are fueling the growth of the North America and Europe vending machine industry. Technological advancements, particularly in cashless payment systems and smart vending technology, are improving customer experience and reducing operational costs. The increasing urbanization and growing working population contribute to higher demand for convenient food and beverage options. Supportive government policies and increasing investments in infrastructure are fostering market expansion.
Challenges in the North America and Europe Vending Machine Industry Market
The industry faces challenges, including intense competition from food delivery services, rising operational costs (energy, maintenance), and stringent regulatory requirements affecting product offerings and placement. Supply chain disruptions and fluctuating raw material prices also impact profitability. These factors combine to restrict overall market growth and profitability.
Emerging Opportunities in North America and Europe Vending Machine Industry
The industry presents substantial opportunities stemming from technological advancements in machine learning and AI for improved inventory management and personalized recommendations. Strategic partnerships with food and beverage companies to offer exclusive products or expand into new segments (like healthcare) will drive growth. Further market expansion in underserved areas (rural communities, specific transit hubs) also holds potential.
Leading Players in the North America and Europe Vending Machine Industry Sector
- Honeywell International Inc
- Fuji Electric Co Ltd
- Continental Vending
- Aramark Corporation
- Azkoyen Group
- Crane Merchandising Systems Inc
- Bulk Vending Systems
- Sanden Holdings Corporation
- CompassGroup Plc
- Evoca Group
- Automated Merchandising Systems
- Azkoyen Vending Systems
- Selecta Compass Group
- American Vending Machines
Key Milestones in North America and Europe Vending Machine Industry Industry
- September 2021: Glory's IoT-enabled vending solution launch with Deutsche Bahn showcases the potential for smart vending and increased consumer engagement through app integration.
- April 2022: Lush's 24-hour vending machine demonstrates the versatility and expanding application of vending machines beyond traditional food and beverages.
Strategic Outlook for North America and Europe Vending Machine Industry Market
The North America and Europe vending machine market presents significant growth potential driven by technological innovation, evolving consumer preferences, and strategic partnerships. Companies that successfully integrate smart technology, offer diverse and customized product selections, and explore new market segments are poised to capture significant market share and achieve strong growth in the coming years.
North America and Europe Vending Machine Industry Segmentation
-
1. Type
- 1.1. Beverage
- 1.2. Packaged Food
- 1.3. Others
-
2. Location
- 2.1. Office/Commercial
- 2.2. Institutional
- 2.3. Others
North America and Europe Vending Machine Industry Segmentation By Geography
-
1. North America
- 1.1. United States
- 1.2. Canada
- 1.3. Mexico
-
2. Europe
- 2.1. Germany
- 2.2. United Kingdom
- 2.3. France
- 2.4. Italy
- 2.5. Spain
- 2.6. Rest of Europe

North America and Europe Vending Machine Industry REPORT HIGHLIGHTS
Aspects | Details |
---|---|
Study Period | 2019-2033 |
Base Year | 2024 |
Estimated Year | 2025 |
Forecast Period | 2025-2033 |
Historical Period | 2019-2024 |
Growth Rate | CAGR of 8.97% from 2019-2033 |
Segmentation |
|
Table of Contents
- 1. Introduction
- 1.1. Research Scope
- 1.2. Market Segmentation
- 1.3. Research Methodology
- 1.4. Definitions and Assumptions
- 2. Executive Summary
- 2.1. Introduction
- 3. Market Dynamics
- 3.1. Introduction
- 3.2. Market Drivers
- 3.2.1. Connecting/Improving Connectivity to Rural Areas; Improving and Catering to Increasing Data Needs
- 3.3. Market Restrains
- 3.3.1. ; High Initial Investment and Cost of Maintenance
- 3.4. Market Trends
- 3.4.1. Food Vending Machines are Expected to Witness a High Market Growth.
- 4. Market Factor Analysis
- 4.1. Porters Five Forces
- 4.2. Supply/Value Chain
- 4.3. PESTEL analysis
- 4.4. Market Entropy
- 4.5. Patent/Trademark Analysis
- 5. North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 5.1. Market Analysis, Insights and Forecast - by Type
- 5.1.1. Beverage
- 5.1.2. Packaged Food
- 5.1.3. Others
- 5.2. Market Analysis, Insights and Forecast - by Location
- 5.2.1. Office/Commercial
- 5.2.2. Institutional
- 5.2.3. Others
- 5.3. Market Analysis, Insights and Forecast - by Region
- 5.3.1. North America
- 5.3.2. Europe
- 5.1. Market Analysis, Insights and Forecast - by Type
- 6. North America North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 6.1. Market Analysis, Insights and Forecast - by Type
- 6.1.1. Beverage
- 6.1.2. Packaged Food
- 6.1.3. Others
- 6.2. Market Analysis, Insights and Forecast - by Location
- 6.2.1. Office/Commercial
- 6.2.2. Institutional
- 6.2.3. Others
- 6.1. Market Analysis, Insights and Forecast - by Type
- 7. Europe North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 7.1. Market Analysis, Insights and Forecast - by Type
- 7.1.1. Beverage
- 7.1.2. Packaged Food
- 7.1.3. Others
- 7.2. Market Analysis, Insights and Forecast - by Location
- 7.2.1. Office/Commercial
- 7.2.2. Institutional
- 7.2.3. Others
- 7.1. Market Analysis, Insights and Forecast - by Type
- 8. Germany North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 9. France North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 10. Italy North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 11. United Kingdom North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 12. Netherlands North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 13. Sweden North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 14. Rest of Europe North America and Europe Vending Machine Industry Analysis, Insights and Forecast, 2019-2031
- 15. Competitive Analysis
- 15.1. Market Share Analysis 2024
- 15.2. Company Profiles
- 15.2.1 Honeywell International Inc
- 15.2.1.1. Overview
- 15.2.1.2. Products
- 15.2.1.3. SWOT Analysis
- 15.2.1.4. Recent Developments
- 15.2.1.5. Financials (Based on Availability)
- 15.2.2 Fuji Electric Co Ltd
- 15.2.2.1. Overview
- 15.2.2.2. Products
- 15.2.2.3. SWOT Analysis
- 15.2.2.4. Recent Developments
- 15.2.2.5. Financials (Based on Availability)
- 15.2.3 Continental Vending
- 15.2.3.1. Overview
- 15.2.3.2. Products
- 15.2.3.3. SWOT Analysis
- 15.2.3.4. Recent Developments
- 15.2.3.5. Financials (Based on Availability)
- 15.2.4 Aramark Corporation
- 15.2.4.1. Overview
- 15.2.4.2. Products
- 15.2.4.3. SWOT Analysis
- 15.2.4.4. Recent Developments
- 15.2.4.5. Financials (Based on Availability)
- 15.2.5 Azkoyen Group
- 15.2.5.1. Overview
- 15.2.5.2. Products
- 15.2.5.3. SWOT Analysis
- 15.2.5.4. Recent Developments
- 15.2.5.5. Financials (Based on Availability)
- 15.2.6 Crane Merchandising Systems Inc
- 15.2.6.1. Overview
- 15.2.6.2. Products
- 15.2.6.3. SWOT Analysis
- 15.2.6.4. Recent Developments
- 15.2.6.5. Financials (Based on Availability)
- 15.2.7 Bulk Vending Systems
- 15.2.7.1. Overview
- 15.2.7.2. Products
- 15.2.7.3. SWOT Analysis
- 15.2.7.4. Recent Developments
- 15.2.7.5. Financials (Based on Availability)
- 15.2.8 Sanden Holdings Corporation
- 15.2.8.1. Overview
- 15.2.8.2. Products
- 15.2.8.3. SWOT Analysis
- 15.2.8.4. Recent Developments
- 15.2.8.5. Financials (Based on Availability)
- 15.2.9 CompassGroupPlc
- 15.2.9.1. Overview
- 15.2.9.2. Products
- 15.2.9.3. SWOT Analysis
- 15.2.9.4. Recent Developments
- 15.2.9.5. Financials (Based on Availability)
- 15.2.10 Evoca Group
- 15.2.10.1. Overview
- 15.2.10.2. Products
- 15.2.10.3. SWOT Analysis
- 15.2.10.4. Recent Developments
- 15.2.10.5. Financials (Based on Availability)
- 15.2.11 Automated Merchandising Systems
- 15.2.11.1. Overview
- 15.2.11.2. Products
- 15.2.11.3. SWOT Analysis
- 15.2.11.4. Recent Developments
- 15.2.11.5. Financials (Based on Availability)
- 15.2.12 Azkoyen Vending Systems
- 15.2.12.1. Overview
- 15.2.12.2. Products
- 15.2.12.3. SWOT Analysis
- 15.2.12.4. Recent Developments
- 15.2.12.5. Financials (Based on Availability)
- 15.2.13 Selecta Compass Group
- 15.2.13.1. Overview
- 15.2.13.2. Products
- 15.2.13.3. SWOT Analysis
- 15.2.13.4. Recent Developments
- 15.2.13.5. Financials (Based on Availability)
- 15.2.14 American Vending Machines
- 15.2.14.1. Overview
- 15.2.14.2. Products
- 15.2.14.3. SWOT Analysis
- 15.2.14.4. Recent Developments
- 15.2.14.5. Financials (Based on Availability)
- 15.2.1 Honeywell International Inc
List of Figures
- Figure 1: North America and Europe Vending Machine Industry Revenue Breakdown (Million, %) by Product 2024 & 2032
- Figure 2: North America and Europe Vending Machine Industry Share (%) by Company 2024
List of Tables
- Table 1: North America and Europe Vending Machine Industry Revenue Million Forecast, by Region 2019 & 2032
- Table 2: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Region 2019 & 2032
- Table 3: North America and Europe Vending Machine Industry Revenue Million Forecast, by Type 2019 & 2032
- Table 4: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Type 2019 & 2032
- Table 5: North America and Europe Vending Machine Industry Revenue Million Forecast, by Location 2019 & 2032
- Table 6: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Location 2019 & 2032
- Table 7: North America and Europe Vending Machine Industry Revenue Million Forecast, by Region 2019 & 2032
- Table 8: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Region 2019 & 2032
- Table 9: North America and Europe Vending Machine Industry Revenue Million Forecast, by Country 2019 & 2032
- Table 10: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Country 2019 & 2032
- Table 11: Germany North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 12: Germany North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 13: France North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 14: France North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 15: Italy North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 16: Italy North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 17: United Kingdom North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 18: United Kingdom North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 19: Netherlands North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 20: Netherlands North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 21: Sweden North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 22: Sweden North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 23: Rest of Europe North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 24: Rest of Europe North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 25: North America and Europe Vending Machine Industry Revenue Million Forecast, by Type 2019 & 2032
- Table 26: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Type 2019 & 2032
- Table 27: North America and Europe Vending Machine Industry Revenue Million Forecast, by Location 2019 & 2032
- Table 28: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Location 2019 & 2032
- Table 29: North America and Europe Vending Machine Industry Revenue Million Forecast, by Country 2019 & 2032
- Table 30: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Country 2019 & 2032
- Table 31: United States North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 32: United States North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 33: Canada North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 34: Canada North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 35: Mexico North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 36: Mexico North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 37: North America and Europe Vending Machine Industry Revenue Million Forecast, by Type 2019 & 2032
- Table 38: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Type 2019 & 2032
- Table 39: North America and Europe Vending Machine Industry Revenue Million Forecast, by Location 2019 & 2032
- Table 40: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Location 2019 & 2032
- Table 41: North America and Europe Vending Machine Industry Revenue Million Forecast, by Country 2019 & 2032
- Table 42: North America and Europe Vending Machine Industry Volume K Unit Forecast, by Country 2019 & 2032
- Table 43: Germany North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 44: Germany North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 45: United Kingdom North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 46: United Kingdom North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 47: France North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 48: France North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 49: Italy North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 50: Italy North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 51: Spain North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 52: Spain North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
- Table 53: Rest of Europe North America and Europe Vending Machine Industry Revenue (Million) Forecast, by Application 2019 & 2032
- Table 54: Rest of Europe North America and Europe Vending Machine Industry Volume (K Unit) Forecast, by Application 2019 & 2032
Frequently Asked Questions
1. What is the projected Compound Annual Growth Rate (CAGR) of the North America and Europe Vending Machine Industry?
The projected CAGR is approximately 8.97%.
2. Which companies are prominent players in the North America and Europe Vending Machine Industry?
Key companies in the market include Honeywell International Inc, Fuji Electric Co Ltd, Continental Vending, Aramark Corporation, Azkoyen Group, Crane Merchandising Systems Inc, Bulk Vending Systems, Sanden Holdings Corporation, CompassGroupPlc, Evoca Group, Automated Merchandising Systems, Azkoyen Vending Systems, Selecta Compass Group, American Vending Machines.
3. What are the main segments of the North America and Europe Vending Machine Industry?
The market segments include Type, Location.
4. Can you provide details about the market size?
The market size is estimated to be USD 14.10 Million as of 2022.
5. What are some drivers contributing to market growth?
Connecting/Improving Connectivity to Rural Areas; Improving and Catering to Increasing Data Needs.
6. What are the notable trends driving market growth?
Food Vending Machines are Expected to Witness a High Market Growth..
7. Are there any restraints impacting market growth?
; High Initial Investment and Cost of Maintenance.
8. Can you provide examples of recent developments in the market?
April 2022 - Lush, the British cosmetics company, established a 24-hour vending machine where customers can buy its goods anytime or at night. The vending machine is located in London's Coal Drop's Yard, just a ten-minute walk from King's Cross Station, one of the city's busiest rail stations.
9. What pricing options are available for accessing the report?
Pricing options include single-user, multi-user, and enterprise licenses priced at USD 4750, USD 5250, and USD 8750 respectively.
10. Is the market size provided in terms of value or volume?
The market size is provided in terms of value, measured in Million and volume, measured in K Unit.
11. Are there any specific market keywords associated with the report?
Yes, the market keyword associated with the report is "North America and Europe Vending Machine Industry," which aids in identifying and referencing the specific market segment covered.
12. How do I determine which pricing option suits my needs best?
The pricing options vary based on user requirements and access needs. Individual users may opt for single-user licenses, while businesses requiring broader access may choose multi-user or enterprise licenses for cost-effective access to the report.
13. Are there any additional resources or data provided in the North America and Europe Vending Machine Industry report?
While the report offers comprehensive insights, it's advisable to review the specific contents or supplementary materials provided to ascertain if additional resources or data are available.
14. How can I stay updated on further developments or reports in the North America and Europe Vending Machine Industry?
To stay informed about further developments, trends, and reports in the North America and Europe Vending Machine Industry, consider subscribing to industry newsletters, following relevant companies and organizations, or regularly checking reputable industry news sources and publications.
Methodology
Step 1 - Identification of Relevant Samples Size from Population Database



Step 2 - Approaches for Defining Global Market Size (Value, Volume* & Price*)

Note*: In applicable scenarios
Step 3 - Data Sources
Primary Research
- Web Analytics
- Survey Reports
- Research Institute
- Latest Research Reports
- Opinion Leaders
Secondary Research
- Annual Reports
- White Paper
- Latest Press Release
- Industry Association
- Paid Database
- Investor Presentations

Step 4 - Data Triangulation
Involves using different sources of information in order to increase the validity of a study
These sources are likely to be stakeholders in a program - participants, other researchers, program staff, other community members, and so on.
Then we put all data in single framework & apply various statistical tools to find out the dynamic on the market.
During the analysis stage, feedback from the stakeholder groups would be compared to determine areas of agreement as well as areas of divergence