According to the Smithers report “The Impact of Changing Run Lengths on Packaging and Labels to 2027,” it is predicted that average run lengths are falling, which means many more short to medium runs. The predicted shift of 26% to 29% of all carton volume equates to over a million more jobs in Europe/NA. This is 15 million additional jobs over all packaging types—and globally it could be over 50 million additional jobs! 

That growth includes all sizes and shapes of packaging, including labels, folding carton and both preprint and postprint corrugated production, etc. That short-run growth will come from flexo, offset and digital, which is an important distinction to make, since many mistakenly believe that only digital print is designed for short runs or on-demand applications. As the generational purchasing shifts take hold, the quest for more product variations, sizes, tailored messaging and promotions will continue to be key drivers behind SKU proliferation and more packaging. Much of that growth will be in the form of shorter runs and quicker turnaround, and all of it needs converting. 

It’s not just about packaging, and with the growing need for short-run displays, developers and manufacturers of converting equipment have been working on more productive and flexible systems by boosting hardware automation and new software developments.