Digital press technology for packaging printing and graphics has been around for more than a decade, but momentum is currently building behind end-user investments and hardware developments by technology providers. In today’s market, it is clear that digital package printing represents a recession-proof and profitable market opportunity. With today’s available technologies, the emergence of inkjet, and the needs of brand owners, short run digital technology is truly poised to take off.

Label converters are re-evaluating their business models and transforming from makers of goods to providers of services. They are providing brand owners with affordable solutions for testing new packaging, tools for anti-counterfeiting, security, flexibility for an increased number of SKUs, improved turnaround time, reduced waste, and improved time to market. This article explores the critical drivers that make digital packaging a good business opportunity in a difficult economy.

Marketers understand that good packaging is just as important as the product itself. For this reason, they are seeking partners that can provide stylish, upscale packaging that will stand out on the shelf and distinguish a product from its competition. A tremendous amount of growth is occurring in private labeling, the epicenter for digital package printing. On retail shelves across the nation, private brands are making their presence known. According to a recent study by the Private Label Manufacturers Association (PLMA; www.plma.com), products sold under the label of retailers themselves now account for more than 22% of all unit sales. This means that one out of every five items sold in U.S. supermarkets, drugstores, and mass merchandisers is private labeled.