Markets and Events

AWA – Report on direct-to-container digital print

THE NETHERLANDS • New directions in packaging and labelling technology are a strong feature of today’s market – and the latest is digital direct-to-container print. It may be a disruptive technology, as the new Direct Digital Printing Technology for Labeling & Product Decoration AWAreness Report 2016 demonstrates. This latest addition to AWA’ portfolio of up-to-the-minute assessments of aspects of global label printing market provides a valuable resource for all interested in, or already committed to, this 21st-century product identification technology.

New opportunities for brand owners

Eliminating entirely the need for a label on rigid or semi-rigid containers, direct digital print offers brand owners a new palette of opportunities – including economies of scale, shorter route to market, and enhanced levels of brand presentation and promotion, such as personalization. However, this is a technology in its infancy, and further technical and commercial innovation and a broader supplier source at all levels can be expected.

Substitution

The report posits that the total potential volume growth of the global label market could be negatively affected, losing market share to direct container print. Pressure-sensitive and wet glue labels are the leading candidates for replacement, but sleeving and in-mold labels will not be immune. Substitution of labels in all technologies will, says the report, represent the equivalent of 0.5%-1.0% of the global label market by 2019/2020.

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Armin Karl Geiger

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