The North American robotics market entered 2024 with modest expectations, but the year’s actual performance turned out to be a study in contrasts. After two consecutive years of record-setting sales, the industry experienced a significant pullback in 2023, with robot orders declining by roughly 30% compared to the prior year. That downturn set a cautious tone for 2024, and the first three quarters of the year did little to dispel the gloom. Order volumes remained subdued, and many in the industry braced for another lackluster annual result.
Yet the final quarter of 2024 delivered a surprise. According to data released by the Association for Advancing Automation (A3), North American companies placed orders for 8,277 robots valued at $506 million in Q4 alone. That represented an 8% increase in both units and revenue compared to the same period in 2023. The late-year surge was enough to pull the full-year numbers into positive territory, albeit barely. For all of 2024, North American companies ordered 31,311 robots worth $1.963 billion — a marginal 0.5% increase in units and 0.1% increase in revenue over 2023.
These figures, published by A3 in its quarterly and end-of-year report on robot orders in North America, paint a picture of an industry that stumbled through most of the year before finding its footing in the holiday season. The rebound was not uniform across sectors, however. Food and consumer goods emerged as the standout performer in Q4, posting a remarkable 77% year-over-year growth in orders. A3 attributed this spike to seasonal demand patterns and continued investment in automation within those industries.
Despite the uneven trajectory, A3’s leadership is looking ahead with considerable optimism. Alex Shikany, executive vice president of A3, spoke at Collaborate North America 2025 and conveyed a sense of renewed confidence. “There’s a lot of optimism and a lot of signals right now that 2025, and even into 2026 and 2027, being strong years for automation,” Shikany told The Robot Report. His remarks, delivered at the industry gathering, suggest that the late-2024 momentum may be more than a seasonal blip — it could be the leading edge of a multi-year expansion cycle.
For European operators monitoring the North American market, the A3 data offers both reassurance and a cautionary tale. The 2023 crash, followed by a slow 2024, demonstrates how quickly demand can evaporate in the automation sector. But the Q4 recovery, particularly in food and consumer goods, highlights the resilience of automation investments in essential industries. The question now is whether the optimism expressed by A3’s leadership will translate into sustained growth across the Atlantic as well.
Key findings
The A3 report, released in early 2025, contains several data points that merit close attention from industry observers. The headline figure is the full-year order count: 31,311 robots ordered by North American companies in 2024, with a total value of $1.963 billion. The year-over-year change was minimal — 0.5% growth in units and 0.1% growth in revenue — but the fact that 2024 ended in positive territory at all is noteworthy given the sluggish start.
The quarterly breakdown reveals a more dramatic story. Q4 2024 saw 8,277 robots ordered, worth $506 million. That represented an 8% increase in both units and revenue compared to Q4 2023. This acceleration in the final three months of the year was enough to offset the weakness of the first three quarters, which A3 described as slow. The exact figures for Q1 through Q3 are not disclosed in the source material, but the characterization of those quarters as slow, combined with the full-year totals, suggests that the industry was running at a deficit for most of 2024 before the Q4 surge brought it back to breakeven.
Sector-level data for Q4 is partially available. Food and consumer goods led the quarter with 77% year-over-year growth in orders. A3 attributed this performance to seasonal demand — the fourth quarter typically includes holiday-related production peaks — and to sustained investment in automation within those industries. The source material does not provide specific numbers for other sectors, nor does it break down the full-year sector performance. It is not disclosed which industries lagged or by how much.
The source material also references the broader market context: 2023 saw a 30% decline in North American robot orders following two years of record sales. This historical backdrop is essential for interpreting the 2024 numbers. The industry was coming off a significant correction, and the marginal growth in 2024 should be viewed as stabilization rather than robust expansion. The fact that 2024 managed to eke out gains, however small, suggests that the bottom of the cycle may have been reached in 2023.
A3’s forward-looking statements are qualitative rather than quantitative. Shikany’s comments at Collaborate North America 2025 expressed optimism about 2025, 2026, and 2027, but the source material does not include specific projections or forecast figures. The optimism appears to be based on a combination of the Q4 momentum, broader economic signals, and industry sentiment. The exact nature of those signals is not detailed in the source material.
It is also worth noting what the A3 data does not cover. The report focuses exclusively on North American robot orders, as tracked by A3. It does not include data on European or Asian markets, nor does it break down orders by robot type (e.g., articulated, collaborative, SCARA, delta). The source material does not disclose average order values, lead times, or inventory levels. Any analysis of those factors would require additional data beyond what is provided.
What it means for European operators
European automation buyers and suppliers should interpret the A3 data with a degree of nuance. The North American market is not a perfect proxy for Europe, but the two regions share structural similarities: both are mature automation markets, both experienced post-pandemic booms followed by corrections, and both are navigating similar macroeconomic headwinds including inflation, labor shortages, and supply chain recalibration.
The most immediate takeaway for European operators is the resilience of food and consumer goods automation. The 77% year-over-year growth in Q4 orders for this sector suggests that automation investments in essential consumer industries are not merely cyclical — they are structural. European food and beverage producers, as well as consumer packaged goods companies, have been investing in robotics for years, and the North American data reinforces the argument that these investments continue even during broader market downturns. Seasonal demand spikes, such as holiday production, create predictable automation needs that justify capital expenditure regardless of the overall economic climate.
European operators should also note the timing of the recovery. The fact that North American orders only turned positive in Q4, after a slow first three quarters, suggests that automation purchasing decisions are being made later in the budget cycle. This could reflect a trend toward shorter planning horizons and more cautious capital allocation. European operators who are accustomed to multi-year automation roadmaps may need to adapt to a more agile, just-in-time approach to robot procurement.
The A3 leadership’s optimism about 2025 through 2027 is notable, but European operators should treat it as sentiment rather than forecast. The source material does not provide specific growth projections, and the optimism may be partly driven by the natural human tendency to extrapolate recent improvements into the future. The 2023 crash, which saw a 30% decline, is a stark reminder that automation markets can turn quickly. European operators who are planning capacity expansions or new automation deployments should stress-test their business cases against a range of scenarios, including the possibility of another downturn.
Another consideration is the competitive landscape. If the North American market does indeed enter a strong multi-year growth phase, as A3 anticipates, this could have spillover effects for European suppliers. Many global robotics companies sell into both markets, and a strong North American market could divert production capacity and engineering resources away from Europe. European operators who rely on timely delivery of robotic systems may face longer lead times if North American demand accelerates. However, the source material does not provide any data on lead times or supply constraints, so this remains speculative.
The source material also does not disclose any information about pricing trends. The marginal 0.1% revenue growth in 2024, against a 0.5% unit growth, implies that average order values were roughly flat or slightly declining. This could indicate price competition in the market, or it could reflect a shift toward lower-cost robot models. European operators should be aware that pricing dynamics in North America may influence global pricing strategies, particularly for major robot manufacturers that operate in both regions.
For European operators considering expansion into the North American market, the A3 data provides a useful baseline. The market is stabilizing after a significant correction, and the Q4 momentum suggests that demand is recovering. However, the recovery is uneven, and the source material does not provide sector-level detail beyond food and consumer goods. European companies entering the North American market should conduct their own due diligence on specific verticals and regions.
The absence of European-specific data in the A3 report is itself a reminder of the fragmented nature of global robotics statistics. European operators looking for comparable data for their own region would need to consult sources such as the International Federation of Robotics (IFR) or national automation associations. The A3 report covers only North America, and any extrapolation to Europe should be done with caution.
One final point for European operators: the A3 report’s emphasis on seasonal demand in food and consumer goods highlights the importance of understanding end-market dynamics. Automation investments are not made in a vacuum; they are driven by production schedules, labor availability, and consumer demand patterns. European operators who can align their automation strategies with the cyclical rhythms of their end markets will be better positioned to justify investments and achieve returns.
In summary, the A3 data for 2024 tells a story of a market that struggled, stabilized, and then showed signs of life in the final quarter. The optimism expressed by A3’s leadership about 2025 through 2027 is encouraging, but it is not a guarantee. European operators should use this data as one input among many in their strategic planning, while remaining alert to the risks that the 2023 crash so vividly illustrated. The automation industry has proven its resilience before, and the Q4 2024 numbers suggest it may be doing so again — but the road ahead is unlikely to be a straight line.
Sources
After slow 2024, A3 optimistic about robotics sales moving forward
Published by Vigla Media OÜ (Estonia).