David Savastano, Editor07.26.23
Digital printing has taken great strides in many traditional printing markets over the years. Packaging has been more of a challenge, with the exception of the label segment. However, with brand owners seeing the advantages of just-in-time production, personalization and shorter printing runs, digital packaging printing is flourishing.
A sampling of recent market reports tells the story. Allied Market Research (AMR) estimated that the global digital printing packaging market size was $20.6 billion in 2021, and is projected to reach $49.9 billion by 2031, growing at a CAGR of 9.1% from 2022 to 2031.
“On the basis of packaging type, in 2021, the labels segment dominated the digital printing packaging market, in terms of revenue, whereas the flexible packaging segment is expected to witness growth at the highest CAGR during the forecast period,” AMR’s analysts concluded.
Meanwhile, MarketsandMarkets placed the sales of digital package printing at $29.4 billion in 2022, rising to $45.1 billion by 2027, with a CAGR of 8.1%. MarketsandMarkets reported that solvent-based inks held the largest share by ink technology.
In speaking with industry leaders, that growth seems in line with what they are seeing. Mike Pruitt, senior product manager, Epson America, Inc., said that digital printing has become standard in markets that need high-quality labels and have many SKUs or multiple versions of labels with short turnaround times.
“Today, converters are often seeing more orders – smaller but more frequent,” Pruitt added. “We will continue to see growth in digital label printing across applications. Companies from all areas of the market are interested in investing in digital technology, and technology in general, that can help to drive their businesses forward.”
John Meiling, HP’s senior director of marketing and category management, OEM inkjet for specialty printing solutions, said that in terms of packaging, digital printing is making its biggest inroads to date in specialty packaging.
“Personalization is an increasingly mainstream trend in packaging due to growing expectations from consumers who are actively seeking out customized product offerings due to the value they bring,” said Meiling. “Specialty packaging not only allows brands to engage customers on a more meaningful level and boost marketing power through attractive specialty packaging, but it has also elevated packaging’s role as the first physical touch point between the consumer and brand, causing a significant shift in packaging trends.”
Greg Adams, director of digital printing at INX International Ink Co., said that digital printing has made significant inroads in several areas.
“Over the past five years, there were significant technology advancements that facilitate inkjet printing on metal beverage cans,” Adams added. “Digital printing technology offers advantages in terms of customization, shorter print runs, variable data printing, and quicker turnaround times, which are especially beneficial for the craft brew beverage can industry.”
Sherry Washburn, Videojet business unit manager, observed that digital coding solutions add codes, dates, and other variable data to pre-printed packaging at various locations on the packaging line, depending on the technology.
“The on-demand nature of digital printing means that unique codes and content updates—such as changes to allergen warnings and ingredients—can happen almost immediately, help ensure product safety, and increase consumer confidence,” Washburn said. “In addition, newer coding technologies provide automated code management and performance analytics at the printer and plant levels and allow remote interface control.”
with customization.
“Digital printing enables high-level customization, allowing for unique designs, variable data printing, and personalization, which is particularly relevant for targeted marketing and product differentiation,” Adams said.
“With shorter print runs, digital printing eliminates the need for costly setup and plate production associated with traditional printing methods,” Adams continued. “It makes for more cost-effective print runs. When it comes to versioning and variable data printing, digital allows for the easy integration of variable data. It enables efficient printing of different versions or personalized packaging, such as serialized labels or individualized packaging for promotions. There is also the reduced waste factor. Digital printing minimizes waste by eliminating the need for excess inventory and reducing any setup waste typically associated with traditional printing methods.”
Pruitt pointed out that digital label printing solutions are less labor intensive and require fewer substrate resources than analog machinery.
“Digital is capable of short, medium and long runs,” Pruitt noted. “In terms of print volume, presses costing well under $1 million today can print up to 2 million square feet per month, and five years from now, could approach up to 5 million square feet per month.”
“Printing variable information during the packaging process offers considerable benefits to manufacturers looking to manage less secondary packaging stock,” Washburn observed. “For example, contents, flavor, size, and production information can be printed on blank areas of corrugate cases on the packaging line. This practice allows for fewer packaging SKUs to purchase and manage.”
Meiling noted that digital printing for packaging offers a new way to personalize, customize, and tailor consumers’ brand experiences.
“By adding digital capabilities, brands can make their businesses more meaningful and versatile, while simultaneously improving overall productivity,” said Meiling. “In addition, the application of digital printing in packaging gives brands the ability to increase their sustainability efforts.
“Data is at the crux of consumer engagement, and more brands across industries are rethinking packaging and labeling strategies as consumer sentiment towards the environmental impact of packaging continues to have an effect on purchasing decisions,” Meiling added. “By integrating printing directly onto the product packaging, brands can improve overall efficiencies and recyclability. Increased profitability by on-demand, short-run printing also means that brands no longer need to stock as many pre-printed boxes of labels.”
“Especially in the food and beverage industry, packaging has become a tool for brands to establish a connection by creating an emotional and meaningful experience for their consumers,” Meiling observed.
“HP’s Thermal Inkjet technology is being deployed to not only engage customers, but also to help reduce maintenance costs and gain efficiencies that drive higher uptime on their packaging manufacturing processes,” added Meiling. “Customers are also utilizing the power of HP TIJ technology to meet compliance with changing global regulations quickly and effectively, by taking advantage of the high-resolution barcodes, QR codes, and data matrices on offer.”
Washburn reported that Videojet inks are used to print expiration dates, production information, unit prices, barcodes, product descriptions, and ingredients/nutritional information during the production or packaging process.
“Videojet chemists engineer inks with special properties like color-changing, high-adhesion during cold-fill production, fast-drying, and UV fluorescing for covert coding,” Washburn noted. “Formulas that are free of MEK and CMRs help users meet customer and consumer corporate social responsibility (CSR) goals and comply with stringent governmental and industry regulations. The full range of Videojet general purpose and specialty inks makes nearly any product or packaging surface printable, including plastic, metal, glass, paper, cardboard, wood, and even food.”
Pruitt noted that digital printing has become the standard for markets that need high-quality labels and variations of labels. These markets include food and beverage, health and beauty, cannabis, craft beer, nutraceuticals, and in general, markets that use prime labels.
“Markets including health and beauty, cannabis, nutraceuticals, and spirits also use the Epson SurePress L-6534VW Digital Varnish label press to create embellished labels with spot varnish effects, tactile printing or simulated metallic foils,” Pruitt added. “An embellishment process can increase the value of a label and provide a ‘premium’ feel to an otherwise normal label without the required time and resources that are needed for a similar analog embellishment process.”
“Our inks are used by customers in various products and markets within the packaging industry,” Adams said. “We provide inks for labels, folding cartons, beverage cans, corrugated packaging, and flexible packaging applications. These inks are designed to meet the specific requirements of each packaging segment, including substrate compatibility, durability, and color vibrancy.”
“We also continue to see innovations with digital label press technology and capabilities that help accommodate increasing run lengths, such as automation features that help save time and reduce waste, the use of robotics to provide precise control of mechanical and electronic components to ensure consistent and reliable operation, as well as short-run presses with the ability to print up to 2 million square feet per month,” Pruitt added.
“Ultimately, digital is the answer to flexible run lengths, to more frequent orders with faster turnaround times and to the larger variety of print applications,” Pruitt pointed out.
Adams observed that digital printing initially gained traction for short-run applications, but advancements in inkjet technology and improved ink formulations have allowed for longer print runs.
“The expansion of run lengths has made digital printing a viable option for a broader range of packaging production,” added Adams.
“In recent years, there has been an increased adoption of digital and hybrid technologies across broader packaging sectors that have boosted packaging benefits such as shorter run length,” said Meiling.
“Digital printing offers advantages in terms of shorter print runs and customization, but it still faces challenges in terms of cost competitiveness compared to the traditional printing methods for very large print runs. Further advancements in technology are needed to close this gap,” said Adams. “We also face limitations when it comes to printing on specialized coatings or non-uniform materials. However, recent advancements in ink and printhead technology have been addressing these challenges.”
Converters have always focused on creating high-value labels as efficiently as possible. That has become an even greater focus recently as label and packaging converters have experienced the upset of global supply chain disruptions.
“Converters have been busy getting work out the door and locating sources of media supply. With converters and PSPs having issues getting substrates and ink, it’s important for them to be able to use materials on hand and get the greatest value from the resources available,” said Pruitt.
“The general feeling is that analog is the better option for long runs and low-cost labels, though digital technology has made significant inroads with presses costing well under $1 million today that can print up to 2 million square feet per month,” Pruitt noted.
“Given its low cost and reliability benefits, and the ability to print on almost all flexo substrates without primer, as well as on unsupported films such as candy wrappers, shrink, IML, and coffee/cosmetic web, digital is ideal for those looking to get the most out of raw material.”
Meiling noted that many companies have and still are measuring their packaging sustainability goals in general.
“With packaging sustainability on everyone’s radar, especially in the food and beverage industry, there is a growing need for brands to innovate their products and packaging to become more sustainable, and fast,” added Meiling. “It’s important to aim to enhance customer experience while driving progress towards overall sustainability.”
A sampling of recent market reports tells the story. Allied Market Research (AMR) estimated that the global digital printing packaging market size was $20.6 billion in 2021, and is projected to reach $49.9 billion by 2031, growing at a CAGR of 9.1% from 2022 to 2031.
“On the basis of packaging type, in 2021, the labels segment dominated the digital printing packaging market, in terms of revenue, whereas the flexible packaging segment is expected to witness growth at the highest CAGR during the forecast period,” AMR’s analysts concluded.
Meanwhile, MarketsandMarkets placed the sales of digital package printing at $29.4 billion in 2022, rising to $45.1 billion by 2027, with a CAGR of 8.1%. MarketsandMarkets reported that solvent-based inks held the largest share by ink technology.
In speaking with industry leaders, that growth seems in line with what they are seeing. Mike Pruitt, senior product manager, Epson America, Inc., said that digital printing has become standard in markets that need high-quality labels and have many SKUs or multiple versions of labels with short turnaround times.
“Today, converters are often seeing more orders – smaller but more frequent,” Pruitt added. “We will continue to see growth in digital label printing across applications. Companies from all areas of the market are interested in investing in digital technology, and technology in general, that can help to drive their businesses forward.”
John Meiling, HP’s senior director of marketing and category management, OEM inkjet for specialty printing solutions, said that in terms of packaging, digital printing is making its biggest inroads to date in specialty packaging.
“Personalization is an increasingly mainstream trend in packaging due to growing expectations from consumers who are actively seeking out customized product offerings due to the value they bring,” said Meiling. “Specialty packaging not only allows brands to engage customers on a more meaningful level and boost marketing power through attractive specialty packaging, but it has also elevated packaging’s role as the first physical touch point between the consumer and brand, causing a significant shift in packaging trends.”
Greg Adams, director of digital printing at INX International Ink Co., said that digital printing has made significant inroads in several areas.
“Over the past five years, there were significant technology advancements that facilitate inkjet printing on metal beverage cans,” Adams added. “Digital printing technology offers advantages in terms of customization, shorter print runs, variable data printing, and quicker turnaround times, which are especially beneficial for the craft brew beverage can industry.”
Sherry Washburn, Videojet business unit manager, observed that digital coding solutions add codes, dates, and other variable data to pre-printed packaging at various locations on the packaging line, depending on the technology.
“The on-demand nature of digital printing means that unique codes and content updates—such as changes to allergen warnings and ingredients—can happen almost immediately, help ensure product safety, and increase consumer confidence,” Washburn said. “In addition, newer coding technologies provide automated code management and performance analytics at the printer and plant levels and allow remote interface control.”
Advantages of Digital Printing for Packaging
In any market, digital printing has some critical benefits, particularly in the area of short run and even personalized printing, as well as sustainability advantages. For example, Adams pointed out that there are several advantages, beginningwith customization.
“Digital printing enables high-level customization, allowing for unique designs, variable data printing, and personalization, which is particularly relevant for targeted marketing and product differentiation,” Adams said.
“With shorter print runs, digital printing eliminates the need for costly setup and plate production associated with traditional printing methods,” Adams continued. “It makes for more cost-effective print runs. When it comes to versioning and variable data printing, digital allows for the easy integration of variable data. It enables efficient printing of different versions or personalized packaging, such as serialized labels or individualized packaging for promotions. There is also the reduced waste factor. Digital printing minimizes waste by eliminating the need for excess inventory and reducing any setup waste typically associated with traditional printing methods.”
Pruitt pointed out that digital label printing solutions are less labor intensive and require fewer substrate resources than analog machinery.
“Digital is capable of short, medium and long runs,” Pruitt noted. “In terms of print volume, presses costing well under $1 million today can print up to 2 million square feet per month, and five years from now, could approach up to 5 million square feet per month.”
“Printing variable information during the packaging process offers considerable benefits to manufacturers looking to manage less secondary packaging stock,” Washburn observed. “For example, contents, flavor, size, and production information can be printed on blank areas of corrugate cases on the packaging line. This practice allows for fewer packaging SKUs to purchase and manage.”
Meiling noted that digital printing for packaging offers a new way to personalize, customize, and tailor consumers’ brand experiences.
“By adding digital capabilities, brands can make their businesses more meaningful and versatile, while simultaneously improving overall productivity,” said Meiling. “In addition, the application of digital printing in packaging gives brands the ability to increase their sustainability efforts.
“Data is at the crux of consumer engagement, and more brands across industries are rethinking packaging and labeling strategies as consumer sentiment towards the environmental impact of packaging continues to have an effect on purchasing decisions,” Meiling added. “By integrating printing directly onto the product packaging, brands can improve overall efficiencies and recyclability. Increased profitability by on-demand, short-run printing also means that brands no longer need to stock as many pre-printed boxes of labels.”
Key Markets for Digital Packaging Printing
The ability to connect with the consumer is a key draw for brand owners.“Especially in the food and beverage industry, packaging has become a tool for brands to establish a connection by creating an emotional and meaningful experience for their consumers,” Meiling observed.
“HP’s Thermal Inkjet technology is being deployed to not only engage customers, but also to help reduce maintenance costs and gain efficiencies that drive higher uptime on their packaging manufacturing processes,” added Meiling. “Customers are also utilizing the power of HP TIJ technology to meet compliance with changing global regulations quickly and effectively, by taking advantage of the high-resolution barcodes, QR codes, and data matrices on offer.”
Washburn reported that Videojet inks are used to print expiration dates, production information, unit prices, barcodes, product descriptions, and ingredients/nutritional information during the production or packaging process.
“Videojet chemists engineer inks with special properties like color-changing, high-adhesion during cold-fill production, fast-drying, and UV fluorescing for covert coding,” Washburn noted. “Formulas that are free of MEK and CMRs help users meet customer and consumer corporate social responsibility (CSR) goals and comply with stringent governmental and industry regulations. The full range of Videojet general purpose and specialty inks makes nearly any product or packaging surface printable, including plastic, metal, glass, paper, cardboard, wood, and even food.”
Pruitt noted that digital printing has become the standard for markets that need high-quality labels and variations of labels. These markets include food and beverage, health and beauty, cannabis, craft beer, nutraceuticals, and in general, markets that use prime labels.
“Markets including health and beauty, cannabis, nutraceuticals, and spirits also use the Epson SurePress L-6534VW Digital Varnish label press to create embellished labels with spot varnish effects, tactile printing or simulated metallic foils,” Pruitt added. “An embellishment process can increase the value of a label and provide a ‘premium’ feel to an otherwise normal label without the required time and resources that are needed for a similar analog embellishment process.”
“Our inks are used by customers in various products and markets within the packaging industry,” Adams said. “We provide inks for labels, folding cartons, beverage cans, corrugated packaging, and flexible packaging applications. These inks are designed to meet the specific requirements of each packaging segment, including substrate compatibility, durability, and color vibrancy.”
Increasing Run Lengths
One of the typical statements one hears about digital printing for packaging is that it is limited to short runs. Those profitable run lengths are increasing all of the time. Pruitt said that Epson is seeing an increase in run lengths.“We also continue to see innovations with digital label press technology and capabilities that help accommodate increasing run lengths, such as automation features that help save time and reduce waste, the use of robotics to provide precise control of mechanical and electronic components to ensure consistent and reliable operation, as well as short-run presses with the ability to print up to 2 million square feet per month,” Pruitt added.
“Ultimately, digital is the answer to flexible run lengths, to more frequent orders with faster turnaround times and to the larger variety of print applications,” Pruitt pointed out.
Adams observed that digital printing initially gained traction for short-run applications, but advancements in inkjet technology and improved ink formulations have allowed for longer print runs.
“The expansion of run lengths has made digital printing a viable option for a broader range of packaging production,” added Adams.
“In recent years, there has been an increased adoption of digital and hybrid technologies across broader packaging sectors that have boosted packaging benefits such as shorter run length,” said Meiling.
Challenges Remain
With all of this good news, there still remains some hurdles, although those are fading away.“Digital printing offers advantages in terms of shorter print runs and customization, but it still faces challenges in terms of cost competitiveness compared to the traditional printing methods for very large print runs. Further advancements in technology are needed to close this gap,” said Adams. “We also face limitations when it comes to printing on specialized coatings or non-uniform materials. However, recent advancements in ink and printhead technology have been addressing these challenges.”
Converters have always focused on creating high-value labels as efficiently as possible. That has become an even greater focus recently as label and packaging converters have experienced the upset of global supply chain disruptions.
“Converters have been busy getting work out the door and locating sources of media supply. With converters and PSPs having issues getting substrates and ink, it’s important for them to be able to use materials on hand and get the greatest value from the resources available,” said Pruitt.
“The general feeling is that analog is the better option for long runs and low-cost labels, though digital technology has made significant inroads with presses costing well under $1 million today that can print up to 2 million square feet per month,” Pruitt noted.
“Given its low cost and reliability benefits, and the ability to print on almost all flexo substrates without primer, as well as on unsupported films such as candy wrappers, shrink, IML, and coffee/cosmetic web, digital is ideal for those looking to get the most out of raw material.”
Meiling noted that many companies have and still are measuring their packaging sustainability goals in general.
“With packaging sustainability on everyone’s radar, especially in the food and beverage industry, there is a growing need for brands to innovate their products and packaging to become more sustainable, and fast,” added Meiling. “It’s important to aim to enhance customer experience while driving progress towards overall sustainability.”
