This paper aims at presenting the results from a research on the reasons why more than 50% of the small and medium size enterprises (SMEs) in European Union (EU) are non-innovative. The paper intends to find out which are the specific factors that influence the percentage of non-innovative industrial SMEs, considering that SMEs are the main stakeholders and target group of EU funds and policies, and industry is the main direction for economic development.The study employs a cross-sectional study and linear regressions. The findings after applying the research methodology show some already known factors that obstruct SMEs innovation performance like lack of internal finance and little market competition. However, the main contribution of the research is the finding that a low market demand does not contribute to an increase in the percentage of non-innovative enterprises.As a conclusion, all the measures and EU programs for boosting market demand for the purposes of increasing the number of innovative enterprises would be useless.Recently and during the last 20 years, EU has implied many mechanisms, policies, funding opportunities and monitoring so to achieve an increase in enterprises' innovativeness. European Union has spent a lot of money and efforts on that initiative (Chobanova 2016) and has transformed its identity by pursuing that goal and the metrics for innovation development that it sets all the time (Fougère, Segercrantz, and Seeck 2017).At the end, between 2014 and 2020, more than 190 billion euros will have been spent for enterprises' innovations via Horizon 2020 and European Structural and Investment Funds, but still almost 50% of EU enterprises are non-innovative (Eurostat 2017).