The Challenges and Opportunities of Digital Print in Packaging
Introduction
GIS has spent over 15 years developing systems for inkjet applications, collaborating with major printhead manufacturers and OEMs to deliver digital solutions across packaging, labels, and Direct-to-Substrate (DTS) markets. According to GIS, digital printing only succeeds when there is both an economic rationale and a structural fit. However, in many cases, one or both of these elements are missing, leading to limited adoption.
The Economics of Change
Digital printing in the DTS market spans a wide range of applications, from systems that produce 1,500 bottles per hour to those aiming for 48,000 units per hour using hundreds of printheads. Despite these technological advancements, a critical question remains: where in the production chain does digital printing add the most value?
Current bottling and canning lines operate at high speeds. For example, aluminum cans move through production at rates of 1,200 to 3,000 units per minute, while PET bottle filling lines operate at 1,200 to 2,700 bottles per minute. Integrating digital printing into these processes is complex, as it requires matching the speed of the production line and ensuring that the insertion point does not disrupt the flow. These lines have been optimized over decades to achieve cost efficiencies measured in fractions of a cent, making it challenging to justify the integration of digital printing.
More Than Just Ink Price
The decision to adopt digital printing goes beyond the cost of ink or the quality of the printed image. While digital label printing has grown to account for 7.2% of the label market, DTS printing has not seen similar success. One reason is that inkjet ink can be up to ten times more expensive than traditional analog ink. Additionally, the perception that printheads are consumable items introduces ongoing cost and reliability concerns.
However, the true value of digital printing lies in its potential to reduce inventory, decrease work-in-progress, and enhance responsiveness to promotional cycles and market demands. These benefits are often difficult to quantify and realize, especially within the narrow KPIs typically monitored in large-scale production environments.
The Misalignment of Scale
Digital printing is often promoted with the assumption that it can seamlessly replace analog systems within existing workflows. However, this approach is flawed. Traditional production systems are designed to minimize variation and maximize efficiency, making it difficult to integrate digital printing without significant changes to logistics, operations, supply chain planning, and marketing.
Instead, GIS sees greater potential in small-batch production, late-stage customization, and local fulfillment. For example, a shampoo bottle may sit on a shelf for weeks, while a beer can may be consumed within minutes. Both represent untapped opportunities for using packaging as a platform for communication. Augmented reality, variable design, and cloud-linked QR systems can transform packaging into a dynamic communication tool, potentially reclaiming some of the cultural ground lost by print in the publishing and broadcast industries.
The Scale of the Opportunity—and the Caution
The potential market for digital printing in packaging is vast, with 450 billion beverage cans, 580 billion PET bottles, and 50 billion plastic tubes produced annually. The industry continues to grow at a rate of 5-6% CAGR, with over 4,000 high-speed filling lines operating globally. Despite this, few brands have fully committed to DTS inkjet printing. The reasons include concerns about capital costs, reliability, and uncertainty about the return on investment.
Brands are not print equipment operators, and current digital printing systems often require a level of technical expertise that conflicts with standard production practices. As a result, there is a need for digital printing systems that are lower-cost, more flexible, and capable of operating closer to the consumer. Rather than competing with analog systems on speed and cost, digital printing may find its niche in low-volume, high-value applications that require rapid turnaround.
Conclusion
Digital printing in packaging cannot be evaluated solely based on technical specifications. Its success depends on the integration of production, messaging, supply chain management, and consumer behavior. In the view of GIS, digital printing is just one component of a larger network. The key question is not whether digital printing can be made fast or affordable, but whether the surrounding systems can be made intelligent enough to fully leverage its potential. By focusing on small-batch production, customization, and local fulfillment, digital printing can carve out a valuable role in the packaging industry.
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