The global flexible packaging market is experiencing steady growth, with increasing demands for ultra-short print cycles, faster turnaround times, and higher print quality. These evolving market needs have driven significant changes in the application of digital printing within flexible packaging. As a result, digital printing is rapidly becoming a powerful force in the packaging and printing industry.
Potential is Emerging
To stay competitive, brands are accelerating product updates and striving to offer consumers customized, personalized packaging solutions. In response, more packaging processors are adopting digital printing technology to handle small-volume, short-cycle, and tailored packaging jobs. Digital printing equipment providers are also focusing on this promising market, pushing forward with technological innovations. Whether driven by market demands or internal industry progress, digital printing is becoming increasingly prevalent in the packaging sector.
In 2013, HP introduced the 29.5-inch roll-to-roll HP Indigo 20000 digital press, which opened up new opportunities for flexible packaging processors dealing with complex print formats. Roy Oomen, HP product manager, explained, “Some flexible packaging processors are experimenting with wide-format digital presses to produce flexible packaging products. For example, some companies use 13-inch wide presses for smaller packages such as coffee, cosmetic packaging, sachets, sealed bags, and various other types of packaging, or they use digital presses to print labels for blank bags. This method helps them secure more business.â€
According to Roy Oomen, about 70% of the world’s HP Indigo 20000 digital presses are used in flexible packaging. While digital printing isn’t yet the norm for all processors, early adopters may be well-positioned to capture a larger share of the growing flexible packaging market.
Enhancing Design and Production Flexibility
Innovative Labeling Solutions (ILS), based in Hamilton, Ohio, is a label and packaging printing company that has embraced digital printing. In the summer of 2014, ILS became the first in the U.S. to install the HP Indigo 20000 digital press to enhance its flexible packaging capabilities. Since 2005, ILS has been using HP Indigo digital presses, including four HP Indigo 6600 models and several advanced post-press machines. Today, 60% of ILS’s business comes from digital printing.
ILS has always been forward-thinking. In 2008, it was among the first to experiment with flexible digital printing equipment for packaging. Jay Dollries recalls, “The original small digital presses had limitations in terms of run length, width, and media adaptability. Not all flexible packaging could be printed with them. Now, specialized digital printing equipment for flexible packaging has tripled our label digital printing capacity and can handle flexible packaging up to 150,000 feet long and 29 inches wide.â€
Moreover, digital printing significantly reduces the cost of changing packaging design patterns compared to traditional methods. “If you use a wide-format flexible printing press, plate making is expensive. Once a brand launches a new product, even if the market doesn’t respond well to the packaging, it’s hard to change the design due to the printing process. Digital printing avoids this issue, allowing brands to launch small batches and test consumer reactions,†said Jay Dollries.
ILS aims to use the HP Indigo 20000 to fulfill 80% of its flexible packaging orders, including items that were previously difficult to print due to format restrictions, like three-sided bags. The company is also rethinking its label production strategy.
“Moving from long-run to short-run printing for flexible packaging benefits both brand owners and packaging processors,†said Roy Oomen. “By introducing digital printing equipment, processors can complement their traditional presses. For example, moving a 30,000- or 40-foot job from a traditional press to a digital one frees up time for the traditional machine to handle longer runs. Unlike commercial printers, most flexo printing companies are growing, so they need to expand capacity, add shifts, or increase production lines. Digital presses help boost capacity and create more time for traditional presses to handle longer jobs.â€
Additionally, current brand demands are shifting toward more complex and efficient designs, creating new opportunities for digital printing in the packaging field. Sophisticated packaging often requires lengthy setup times, but digital printing streamlines the process.
Regarding concerns about print quality, Roy Oomen explained, “The HP Indigo 20000 uses a combination of white opaque inks and off-line spot color inks to meet the high standards of flexible packaging, especially for demanding brand color requirements.â€
Expanding Application Possibilities
As with any new printing technology, printers must educate customers on its benefits. Today, printers are showcasing the capabilities of wide-format digital presses, much like how narrow-format digital presses were introduced a decade ago. When these presses enter the flexible packaging space, processors should demonstrate more application possibilities to brand owners.
“Most flexible packaging processors use wide-format digital presses for snacks, chocolate, pet food packaging, shrink wrap, and labels. Some cosmetic brands have also shown great interest in digital printing for consistent color and repeatable results,†said Roy Oomen. “Undoubtedly, as flexible packaging continues to influence the consumer goods market, the number of products using flexible packaging will grow, and with more product diversity, digital printing will become even more appealing to packaging processors.â€
As Jay Dollries puts it, “Digital printing meets today’s packaging market demands, helping processors reduce costs, achieve fast printing, manage inventory under economic pressure, and handle a variety of short-run jobs. Personalized printing and rich packaging solutions are now possible. If your business is under pressure and looking to explore new opportunities, it’s time to consider digital printing!â€
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