• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Dscoop Post-Show Coverage

    Slitter-Rewinders

    Craft Beer Labels

    Pharmaceutical Labels

    Luminer Converting Group: Narrow Web Profile
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Schreiner ProTech introduces new PCS solution for electric vehicle charging

    FTA and FFTA announce 2022-2023 board updates

    Bar Graphic and J&J Converting open US demo center

    Asda implements latest ColorCert ScoreCard Server

    Zeller+Gmelin introduces UV-curable and water-based inkjet inks
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Schreiner ProTech introduces new PCS solution for electric vehicle charging

    Asda implements latest ColorCert ScoreCard Server

    PCMC and Hudson-Sharp assist Aspen Press & Packaging

    Baldwin heads to Tax Stamp and Traceability Forum

    UPM Raflatac's linerless range achieves CarbonNeutral certification
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Bar Graphic and J&J Converting open US demo center

    LemuGroup prepares for Open House in Spain

    Appvion invests in new coating equipment

    Phoenix Challenge Foundation announces High School winners

    LemuGroup showcasing versatile portfolio at Open House
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    FTA and FFTA announce 2022-2023 board updates

    Why inkjet and toner systems will be market redefining to 2032

    Bar Graphic and J&J Converting open US demo center

    Zeller+Gmelin introduces UV-curable and water-based inkjet inks

    PCMC and Hudson-Sharp assist Aspen Press & Packaging
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Why inkjet and toner systems will be market redefining to 2032

    Bar Graphic and J&J Converting open US demo center

    Asda implements latest ColorCert ScoreCard Server

    PCMC and Hudson-Sharp assist Aspen Press & Packaging

    Baldwin heads to Tax Stamp and Traceability Forum
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Asda implements latest ColorCert ScoreCard Server

    Zeller+Gmelin introduces UV-curable and water-based inkjet inks

    Flexo Wash introduces FW 850 Laser Anilox Cleaner

    Impression Label grows with Kodak Flexcel NX technology

    Mondi switches glassine-based release liners to certified base paper
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    Spinnaker Coating, LLC

    Heidelberg USA

    Martin Automatic Inc.

    Epson America, Inc.

    SCENTISPHERE, LLC
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Substrates
      • Pressrooom Supplies
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    What’s holding back digitally printed packaging?

    And is the post-Covid world closer to the tipping point?

    What’s holding back digitally printed packaging?
    Tim Sykes10.27.21
    When all the market research of recent years is projecting market growth of between 10% and 15% CAGR over the coming years, with corresponding advances in market share, it may sound unnecessarily provocative to suggest that digital print in packaging has failed to fulfil expectations. The value proposition of digital print is familiar enough: the ability to go from PDF to POS in a matter of hours doesn’t just make short runs and cool customization campaigns economical but enables supply chain efficiencies and leaner stock management. Digitally printing a package thus caters to a swathe of key market trends and demands from agile marketing campaigns and proliferation of SKUs to streamlining processes for faster time to market. However, in off-the-record conversations over the last couple of years, both brand owners and digital print specialists have confided a mild disappointment that some of the more idealistic predictions of digital conquest have not yet come to pass. What are the reasons for this? And is the post-Covid world closer to the tipping point?

    We don’t all need bespoke
    We’ll start with perhaps the most basic and obvious point: the largest chunk of the market is still serving long-run jobs for packaging destined for the shelves of bricks-and-mortar retailers.

    As Montserrat Peidro, head of Heidelberg’s digital print business, remarks: “The main advantages of digital print can be quantified in terms of cost per box in short-mid runs, in faster turn-around times resulting in a leaner supply chain and in its ability to produce unique boxes profitably. Examples include packages with security features, unique identifiers for track and tracing of goods, codes for connected packaging and those personalized for a specific individual.”

    Yet of course there remains huge demand for generic packaging produced in high volumes and at high speeds – and analog presses still handle the bigger runs more cost effectively, in addition to which they tend to be a considerably less costly investment. This is hardly news, but those of us who get intoxicated by disruptive innovation could do well to remind ourselves of the enduring gravitational pull of simple mathematics. As long as not everyone needs bespoke, there will be a place for analogue.

    Agile technology on its own won’t accelerate time to market
    That said, there is a significant and growing packaging market space where digital print can add value. Brand owners need to differentiate their multiple SKUs and increase frequency of marketing campaigns to maintain consumer attention. In this landscape, flexibility rather than raw throughput is key to productivity.

    “The printing speed of analogue does not take into consideration all the presses set-ups, including color calibrations, waste and plates making and mounting,” says Marcelo Akierman (HP Indigo marketing manager – EMEA region). “The time to market printing digitally is dramatically reduced; brand owners can do the proofing on site and when the target is achieved sign on the final substrate.”

    However, all too often the end user isn’t thinking as fast as the technology. As a major corrugated converter recently observed to me, they can handle an artwork change in little more than a day on traditional presses. If the brand owner’s marketing sign-off takes days or weeks, is it possible that the bottleneck is as much a business systems problem as a technological one? Brands need to become as agile as digital presses if they are to leverage their full potential – and they need to get used to making more decentralized marketing decisions.
    Harnessing the value of digital print will rely on integration into the wider value chain.

    “We often forget it, but packaging production is more than printing and part of a longer supply chain – from packaging design to printers, converters, packers, retailers (on-line or physical),” François Martin, senior communication advisor at Bost, reminds us. “Printing digital will save a few hours, even a few days, in a process taking months. The entire packaging production chain needs to be rewritten. Digital printing will be part of the new Industry 4.0 packaging landscape, but the digitalization of an entire process will be the most important element.”

    Conversely, as analogue print technologies are adapted to function within this connected ecosystem, they will become quasi-digital themselves.

    We are still rewriting the rules
    Digital print facilitates an altogether more intimate degree of consumer engagement just as the broader digital transformation of our world is making consumers expect gratifying communication from brands across every Moment of Truth.

    “There’s no question customization is one of the biggest trends driving the adoption of digital package printing,” says Donald Allred, VP of Packaging, Memjet.  “When packaging is produced in a late-stage customization process, using digital printing is not only possible – it is preferred by brands that want to connect with their consumers by adding personalized messages and images to their packaging. These messages can include support of regional sports teams, seasonal messages, and/or images of local interest. Compare this close customer relationship with the more traditional process whereby brands ship products to distribution centers. In this supply chain, products are distributed to vast geographic and demographic markets, with little opportunity for personalized packaging experiences.”

    However, return on investment will increasingly require more sophisticated strategies than the now familiar ‘product with your name on it’. This is a new game, and the rules of how to create meaningful experiences through customized packaging are still being written.

    “Personalization goes far beyond customizing or styling products,” suggests Jose Gorbea, head of Brands & Agencies at HP GSB EMEA (and formerly of Mondelēz). “It’s about intelligently curating and shaping the whole experience for those in our community: makers, designers and consumers alike. One industry shift is personalized storytelling, with mass customization seen as the next frontier for global brands. With digital print, design runs that used to number in the tens of thousands can now vary unit by unit, making labels, cases, POS materials and direct mail more relevant and personal than ever before. Companies can now target messages directly at individual groups of customers and join social movements (as seen in Smirnoff’s recent #chooselove campaign). The speed of digital printing also allows brands to interact with real-world events. For example, you can now print the daily news on a package to communicate product freshness.”

    Amid such endless possibilities and several truly impressive applications there is also a sense that brands are only beginning to map the new landscape. If digitally printed packaging represents a cultural, as well as a technological, revolution, I have the sense that what we are seeing today is an influential counterculture rather than mainstream.

    Inertia and investment
    Another consideration is that industry earthquakes don’t always happen overnight. Even in industrialized countries many fields were being cultivated by manual labor decades after the invention of the mechanical plough. We tend to embrace change when we must – especially when we suspect that ROI may be remote. Speak to any of the big players about the enablers of digital print and eventually they will acknowledge that getting the market to understand the opportunity is the key challenge.

    “Brands are facing more SKUs and shorter runs but are quite busy in their day to day preoccupations to understand that digital can go beyond the ‘special projects only’,” muses Klaus Lammersiek, marketing manager HP Indigo Labels & Packaging EMEA. “Meanwhile, if they don’t have digital, converters may prefer still to keep running longer runs in their existing presses without the need to invest further. The solution comes in educating both brands and converters about the possibilities of digital – and every day we can see more and more digitally printed products in the supermarkets and online.”

    Heidelberg’s Montserrat Peidro echoes this perspective. “In my personal experience in recent years, the main enablers have been the ability to integrate digital technology into existing pre-press and post-press processes, sell new benefits to customers, and manage lots of smaller jobs per day in an efficient way, with as few touchpoints as possible,” she remarks. “But not all companies are aware of these enablers or take these topics into account when planning their investments.”

    Covid and the direct-to-consumer catalyst
    I made the connection above between digital printing and the broader digital transformation of manufacturing. Of course, with online retail we can see this in the context of a wider digital transformation of our culture and commerce. Even before the coronavirus changed everything, it seemed inevitable that the irresistible rise of e-commerce would be the ultimate catalyst for growth in digitally printed packaging. In the first place, the online brand or vendor has a much more personal relationship with me than the traditional shopper in a conventional supermarket. It’s a one-on-one communication. The brand knows who I am, where I am, what I like. It is going to deliver a product, possibly tailored to my needs, directly to me.

    As a direct-to-consumer brand of a different sort (and on a very different scale) to the FMCG giants, Packaging Europe back in 2019 conducted a customisation experiment of our own. We distributed our magazine in corrugated sleeves featuring 20 localized designs and printed on a HP PageWide C500 press. The #unboxingEurope campaign got a warm response from our readers – "love" that came from the ability to leverage individual subscriber data. Knowing our readers’ location enabled us to give each one not just a nice surprise, but a personally meaningful one.

    The same dynamic applies to the new and emerging supply chains, vastly accelerated by Covid, that are based around personalized consumption, and served by emerging direct-to-consumer, on-demand or subscription models. In this ecosystem, relevant communication that reflects the consumer’s needs and identity are likely to distinguish the most successful brands. Late-stage customization, at least in higher value goods, will surely become the norm.

    Meanwhile, successive advances in technology are cumulatively eroding all those barriers to adoption. We’re going to see improved quality, higher speeds, lower costs, more viable market entry points, more seamless integration, developments in design tools such as algorithmically generated iterative engines… All this innovation will be on show at drupa 2024 – and I can’t wait to see it.


    About the Author:  Tim Sykes is of Packaging Europe, one of the leading intelligence resources for European packaging professionals. 

    Related Content


      Breaking News
      • Schreiner ProTech introduces new PCS solution for electric vehicle charging
      • FTA and FFTA announce 2022-2023 board updates
      • Bar Graphic and J&J Converting open US demo center
      • Asda implements latest ColorCert ScoreCard Server
      • Zeller+Gmelin introduces UV-curable and water-based inkjet inks
      View Breaking News >
      CURRENT ISSUE

      April 2022

      • Dscoop Post-Show Coverage
      • Slitter-Rewinders
      • Craft Beer Labels
      • Pharmaceutical Labels
      • Luminer Converting Group

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Solvay Invests in Suanfarma’s Vanillin Production
      GNC Adds Products from The Honest Company, Hers, and Womaness
      NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
      Coatings World

      Latest Breaking News From Coatings World

      PPG Launches HOMAX TEX>>PRO Texture System by PPG
      New Digital Solution from Interpon Helps Customers Bring Colors to Life
      What Are You Reading?
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      Texas Medical Center Partners with Enterprise Ireland
      MMT Acquires Medical Production Technology Europe
      Avanos Recalls Cortrak*2 Over Potential Enteral Tube Misplacement
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Catalent Introduces UpTempo Virtuoso Platform
      Elicio Therapeutics Enters Clinical Supply Agreement with Regeneron
      Reaction Biology Expands Executive Leadership Team
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      A Look at Machine Gun Kelly's $30K Diamond Mani
      Doja Cat Rocks Glam Makeup & Nails at the Billboard Music Awards
      Maggie Q Launches Beauty Supplement
      Happi

      Latest Breaking News From Happi

      Dr. Squatch Launches Black Hole Bar Soap in Light of Recently-Revealed Black Hole in Milky Way
      Nautica Introduces Nautica Oceans Pacific Coast Collection
      Thread Beauty Launches Vegan Lip Gloss Collection
      Ink World

      Latest Breaking News From Ink World

      INX to Highlight Color Perfection Program, INX University at GulfCan
      Kornit Hosts Kornit Fashion Week London 2022
      Zeller+Gmelin Launches UV-Curable and Water-Based Inkjet Inks
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Schreiner ProTech introduces new PCS solution for electric vehicle charging
      FTA and FFTA announce 2022-2023 board updates
      Bar Graphic and J&J Converting open US demo center
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Essity Wins Innovation Award at Interclean
      Weekly Recap: Ontex Confirms Possibility of Attindas Deal, Purell Launches New Wipes & More
      TSG Finishing Starts Modernization Project
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Denise Pedulla Appointed as Chief Legal Officer at Conformis
      ODT's Most-Read Stories This Week—May 14
      Steven Haddad Joins Extremity Medical as Chief Clinical Officer
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Google Cloud, Saule Technologies and Columbus Energy Begin Strategic Cooperation
      JDI Develops eLEAP, World’s First Maskless Deposition + Lithographic OLED
      Toppan Develops Temperature Logger Label for Long-Distance Transportation

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login