Unlocking opportunities with digital printing for packaging

Digital printing for packaging is no longer just an emerging technology—it is gradually transforming the packaging industry and creating significant opportunities for established brands, start-ups and converters alike. At drupa 2024, exhibitors showcased the latest developments and demonstrated how businesses can use digital printing to create new revenue streams, enhance customer engagement, and stay ahead of the competition.

Thanks to the flexibility and efficiency of digital printing, companies can respond to changing consumer demands and market trends more easily than ever before. These four benefits are key.

Digital printing allows brands to create highly targeted, personalised packaging, opening up opportunities for:

• Limited editions and seasonal packaging - Brands can engage customers with exclusive designs tailored to specific events or seasons.
• Regional and cultural customisation - Customised packaging based on geographical trends can increase market relevance and consumer loyalty.
• On-demand production - Digital printing allows companies to respond quickly to market trends without tying up large inventories

Brands can use personalisation to enhance brand storytelling and strengthen customer relationships, a strategy that has proven particularly successful in FMCG sectors such as confectionery and beverages.

For companies looking to enter new markets or test product concepts, digital printing offers an ideal solution by enabling cost-effective short runs. This capability helps brands to:

• Test new products with minimal risk - Short-run packaging allows brands to explore new designs and formats without significant investment.
• Serve niche markets - Small brands and start-ups can compete effectively by producing unique, eye-catching packaging that stands out on the shelf. Likewise, large brands can easily and cost-effectively launch smaller or exclusive products tailored to smaller audiences.
• Streamline inventory management - Reduce waste and storage costs by producing only what is needed, when it is needed. 

This agility of digital printing gives businesses the freedom to innovate and respond more effectively to changing consumer preferences.

Sustainability is a key driver in today's packaging industry, and digital printing offers new ways to meet environmental goals. Large brands in particular, who can afford the latest technology, can benefit:

• Reducing waste - Digital printing supports a lean production approach, minimising overproduction and obsolete stock.
• Using eco-friendly substrates - Many of the digital printing solutions on show at drupa 2024 are compatible with recyclable and biodegradable materials.
• Reducing carbon footprint - On-demand, localised production can reduce transport emissions and contribute to greener supply chains.

By adopting digital printing, brands can demonstrate their commitment to sustainability, an increasingly important factor for eco-conscious consumers.

Speed is of the essence in a highly competitive market. Digital printing eliminates the long makeready times associated with traditional printing methods, providing opportunities for: 

• Rapid prototyping and iteration - Brands can quickly refine packaging concepts and respond to consumer feedback.
• Faster campaign rollouts - New product launches and marketing initiatives can go from concept to shelf in record time.
• Agile response to regulatory changes - Brands can quickly update packaging designs to comply with new regulations without incurring excessive costs.

Digital printing helps companies remain agile and responsive, giving them a competitive edge in dynamic market

The innovations showcased at drupa 2024 underscore the fact that digital printing is more than a technological change - it is a strategic tool that enables brands to be innovative, personalised and sustainable. Companies that embrace digital printing can unlock new growth opportunities, improve customer loyalty and remain competitive in a rapidly evolving marketplace. And while digital printing will not replace traditional printing methods in the high-volume business any time soon, it has long since moved out of its niche and into more and more applications.