The Label and Packaging Industry in 2024: Trends Shaping the Future

From digital innovations to eco-friendly solutions, several key trends are reshaping how businesses approach their packaging strategies. Joanne Gore enumerates them.

In today's competitive market, packaging has evolved from a mere container to a powerful marketing tool. It's no longer just about protecting the product; it's about telling a story and creating an emotional connection with the consumer.

From digital innovations to eco-friendly solutions, several key trends are reshaping how businesses approach their packaging strategies. The rise of social media, particularly platforms like Instagram and TikTok, has led to the emergence of "Instagrammable" packaging. Brands are now designing packaging with social sharing in mind, incorporating elements that encourage user-generated content. This trend not only increases brand visibility but also turns customers into brand advocates.

As we navigate through 2024 and into 2025, the label and packaging industry is evolving at a rapid pace—driven by technological advancements, changing consumer preferences, and global sustainability initiatives.

Digital Printing: The Future is Now

Digital printing has become a mainstream solution in the label and packaging industry, offering flexibility, efficiency, and customization. Key advantages include:

Customization and short-run capabilities for tailored packaging
Faster turnaround times for quick market responses
Sustainability advantages through reduced waste
Variable data printing for personalization at scale

UV Inkjet or Dry Toner? UV inkjet offers high-speed, durable printing ideal for large volumes, but can have higher environmental impacts due to the curing process. Dry toner is more cost-effective for short runs; it’s also eco-friendly, non-toxic, and provides excellent customization options, making it perfect for high-quality, food-safe, and sustainable packaging solutions. Both technologies offer distinct advantages, and the choice between them depends on specific production needs, environmental considerations, and the level of customization required.

Xeikon, a leader in digital press manufacturing, offers both technologies. By focusing on customer-centric innovation and sustainability, they’re pushing the boundaries of digital printing, enabling brands to create packaging that caters to the growing demand for personalized experiences—while meeting both regulatory requirements and consumer demands for eco-friendly, visually appealing products—on surfaces that are too thick, too round, or even too smooth for a regular printing press.

Their TITON technology represents a breakthrough in toner formulation that merges the durability of UV ink with the sustainability of dry toner, for eco-friendly printing and packaging on paper-based substrates. This press combines high-quality printing with impressive speeds, allowing for the production of up to 30 meters per minute at 1200 dpi resolution.

Xeikon’s collaboration with KURZ has resulted in the first food-safe digital metallization solution on the market. It’s ideal for printers serving high-end markets like wine & spirits. With no restrictions on run lengths or designs, it provides a sustainable, ultra-flexible, cost-efficient way to create high shelf appeal. Plus, variable foiling can be used for personalized consumer labels, variable security elements, or paper-based packaging with metallization.

As we look to the future of digital label and packaging technology, nanographic printing is emerging as a potential game-changer. Pioneered by Landa Digital Printing, it promises to combine the versatility of digital printing with the speed and cost-effectiveness of offset printing. While still in its early stages, nanographic printing could revolutionize the industry by enabling high-speed, high-quality digital printing on a wide range of substrates.

eCommerce: Packaging for the Digital Shopper

The continued growth of eCommerce has revolutionized the packaging industry, driving demand for solutions that not only protect products during shipping, but also enhance the unboxing experience.

CloudLab is at the cutting edge of this trend, with their web-to-print and web-to-pack software. Their technology allows for seamless integration between online ordering systems and packaging production, enabling businesses to offer customized packaging at scale.

Leveraging artificial intelligence to streamline the packaging design process, CloudLab analyzes product specifications, shipping requirements, and brand guidelines to automatically generate packaging designs that are both functional and visually appealing. This helps reduce design time and ensure consistency across a brand's packaging portfolio.

In the eCommerce space, we're seeing:

Increased automation: Meeting high-volume demands without compromising quality or customization is paramount to brands. Automated packaging lines can now adjust in real time to different product sizes and packaging designs, enabling efficient production of bespoke eCommerce orders.
More tracking: For better tracking and customer engagement, more brands are turning to smart packaging solutions like QR codes and NFC tags.
Sustainable alternatives: Brands are increasingly opting for recyclable, biodegradable, or reusable packaging materials to appeal to environmentally conscious consumers. For instance, some fashion retailers are now using packaging that doubles as a return shipping container, reducing waste and simplifying the return process for customers.
Interactive print: By using smartphone apps, customers can scan their package to unlock interactive content, product information, or even virtual try-on experiences. Augmented reality (AR) experiences not only enhance customer engagement, but also provides valuable data for brands on how customers interact with their products.

Embellishments: Adding Value Through Aesthetics

In 2024, packaging embellishments have become more than just decorative elements; they’ve become strategic tools for brand differentiation and consumer engagement. Key trends in embellishments include:

Growing Popularity: Techniques like foiling, embossing, and special coatings create tactile and visual interest—making packaging stand out on the shelf. Brands are increasingly using techniques to create multi-sensory experiences that enhance consumer appeal.
Impact on Perception: Embellished packaging is often perceived as higher quality. Studies have shown that consumers are willing to pay up to 25% more for products with premium packaging embellishments, making it a valuable investment for brands.
Technological Advancements: Innovations in digital embellishment technologies are making sophisticated designs more accessible and cost-effective. This democratization of luxury print allows even small brands to leverage high-end packaging solutions.
Sustainability: The rise of sustainable embellishments is notable. Bio-based and recyclable foils, along with compostable coatings, allow brands to maintain premium aesthetics while meeting eco-friendly goals.
Universal print: Using the power of touch and embellished print to help identify products, solutions like the CyR.U.S. System of raised universal symbols makes packaging more accessible for visually impaired consumers and enhances product identification and safety.

Award-winning Taktiful is at the forefront of revolutionizing digital print embellishments. Their AI-powered tools and comprehensive training programs empower print service providers to maximize the profitability and impact of their embellished prints. Their AI-powered tool, Taktify, transforms traditional cost-plus pricing models into dynamic, market-bearable pricing strategies. This shift optimizes profit margins and aligns with customer value perception, as demonstrated in their case study with The Kennickell Group.

The company offers an eight-week training program that revitalizes sales teams and maximizes the use of digital embellishment equipment. Their training has helped companies like Fuse Graphics turn underutilized equipment into thriving assets, boosting creativity and redefining brand narratives. Taktiful’s software solutions, including tools for estimating, pricing, and design automation, streamline the process of creating and selling embellished print. These tools help print service providers visualize and proof their designs, ensuring high-quality outcomes and customer satisfaction.

Offset Printing: Tradition Meets Innovation

While digital printing has gained significant ground, offset printing remains a crucial technology for large-scale production runs. Its ability to deliver high-quality prints consistently makes it irreplaceable for certain applications.

By addressing multiple aspects of print production, The Grey Elephant offers a holistic approach to increasing efficiency and profitability for flexo label and packaging printers. They are reinventing offset for the modern era, with an approach that combines traditional offset techniques with modern workflow optimizations to memorize and automate printing tools—reducing labor and material costs. The software’s intelligent artwork comparison automatically identifies commonalities between files, minimizing the need for new plates and manual processes. The system optimizes print sequencing based on job complexity and existing plates, significantly reducing press refitting time and unnecessary changeovers.

By seamlessly integrating with Esko Automation Engine, ERP, and Graphics Systems, it ensures real-time information exchange across all production stages. For regulated industries, The Grey Elephant provides automated traceability adhering to GMP guidelines, simplifying compliance and error tracking. This comprehensive solution not only reduces tool and material costs, but also promotes the re-use of printing tools, supporting eco-friendly practices and reducing waste.

The Grey Elephant's automation capabilities streamline production, reduces costs, and increase profitability, ensuring presses runs efficiently without unnecessary interruptions. By leveraging The Grey Elephant's “brain quality” to memorize and automate every detail of your print tools, you can create a more efficient and profitable print production schedule, where your press doesn't sit idle for plate changes or worn-out tools and dies.

Sustainability: The Overarching Theme

While sustainability has been mentioned throughout this article, it's worth emphasizing its overarching importance in the label and packaging industry of 2024.

Key sustainability trends include:

Increased use of recycled and recyclable materials, with brands committing to specific recycled content percentages in their packaging. According to Asteria Group, the emphasis on eco-friendly materials and recyclability will continue to dominate the industry.
De-inking: Advances in de-inking technology are improving the recyclability of printed materials by effectively removing inks from paper fibers, making it easier to produce high-quality recycled paper.
Adoption of mono-material packaging designs that are easier to recycle.
Growth of reusable and refillable packaging systems, particularly in the personal care and household products sectors. SupremeX highlights the resurgence of reusable packaging as a significant trend for 2024.
Development of compostable packaging materials for short-life products.
Implementation of blockchain technology for supply chain transparency, allowing consumers to trace the origin and environmental impact of packaging materials.

Bottle Coatings, a leader in innovative coating solutions, is making significant strides in sustainability within the packaging industry. The company specializes in powder coatings that offer both functional and environmental benefits. Their antimicrobial-treated powder coatings not only enhance product safety but also contribute to sustainability by extending the life of packaging and reducing the need for frequent replacements. Bottle Coatings' commitment to eco-friendly practices is evident in their use of UV-cured coatings, which require less energy and produce fewer emissions compared to traditional coating methods. By focusing on durable, long-lasting coatings that don't compromise on performance, Bottle Coatings is helping brands reduce their environmental footprint while maintaining high-quality packaging standards.

Final Thoughts

The label and packaging industry is brimming with opportunities, but success hinges on a deep understanding of your market and the value you bring to it. The key to success in this evolving landscape lies in embracing these trends while maintaining a focus on quality, sustainability, and consumer engagement. By leveraging packaging as a strategic marketing asset and staying attuned to technological advancements, businesses can ensure they remain competitive in this dynamic industry.

Whether you’re jumping headfirst into the label and packaging space—or expanding your product and services menu, it's crucial to understand where the revenue will be coming from, how long it will take before you see a return on your investment, and the marketing and sales strategies that you’ll use to make it happen. Knowing who you help, how you help, and why it matters ensures that your packaging strategies are aligned with your brand's goals and the needs of your target audience.

The most successful brands are those that view their packaging as an investment in customer experience and brand equity. In the coming years, we expect to see even more exciting innovations that will continue to transform the way we think—and feel—about labels and packaging.