Packaging Drives Print Industry Growth as Commercial Volumes Decline
The global print industry is undergoing a fundamental shift. As traditional commercial print volumes fall, the packaging sector has become the primary engine of growth for many print service providers. Commercial print runs (brochures, magazines, direct mail) are shrinking year over year, while packaging printing – spanning corrugated boxes, labels, and flexible packaging – is booming. Globally, packaging demand is rising at roughly 9–11% annually even as general commercial print output declines around 5%. Emerging markets lead the charge; in India, packaging printing is growing at nearly 15% per year. Industry experts note that without this packaging boom, the print industry would be struggling to stay afloat.
Packaging Growth Outpaces Commercial Print Decline
The contrast between packaging and traditional print is stark. Worldwide, commercial printing revenues have been contracting each year, whereas packaging print growth remains robust. Brands now consider packaging an essential part of the product experience, not just a delivery vessel. Packaging has, in effect, become a lifeline for numerous print firms, offsetting the volume and revenue losses in conventional print work. What’s being printed has fundamentally shifted: “Now everything is packaged, even water,” observes one industry leader, noting that e-commerce’s rise has further boosted packaging demand, allowing the print sector to adapt and stay viable. In short, packaging is propping up the print industry’s growth even as other print segments contract.
Drivers of the Packaging Boom and Real-World Examples
Several forces are fueling the rapid growth of print packaging, and many companies are capitalizing on these trends:
E-Commerce Packaging: The explosion of online retail means more products ship directly to consumers, driving huge demand for corrugated shipping boxes and mailers. Retailers from Amazon to boutique e-commerce brands are investing in eye-catching branded boxes and unboxing experiences. This surge in online shopping has made packaging not only ubiquitous but also a key marketing touchpoint.
Food & Beverage Labels: Consumer brands are using packaging to stand out and personalize engagement. A prime example is Coca-Cola’s “Share a Coke” campaign, which printed almost 800 million personalized name labels on Coke bottles using digital presses. Craft breweries, gourmet foods, and beverage startups likewise leverage short-run digital label printing to customize packaging for seasonal flavors or local markets. Such variable packaging helps brands create personal connections with customers.
Smart & Serialized Packaging: Packaging is also becoming “smart.” Companies are embedding QR codes, NFC tags, and unique identifiers on packages to merge physical products with digital experiences. For instance, Nike places QR codes on shoeboxes and bags that unlock exclusive content and even let customers design custom shoes, bridging the brand’s physical and virtual worlds. In another example, Coca-Cola and Mondelēz added QR codes to limited-edition Oreo drink packaging; scanning the code let consumers create a custom Spotify playlist, turning packaging into an interactive experience. These kinds of connected, serialized packages (where each item has a unique code) enable product authentication, track-and-trace logistics, and personalized marketing campaigns in ways traditional print never could.
Digital Technologies Enable Short-Run, Fast-Turn Packaging
Advances in press and finishing technology have empowered printers to meet brands’ demands for speed, personalization, and sustainability in packaging. High-speed inkjet and digital toner presses now produce short-run packaging economically, which was not feasible with older analog presses. Unlike offset, digital presses require no plates and minimal setup, allowing fast changeovers and on-demand production. This means packaging converters can print exactly what is needed when it’s needed, avoiding long lead times and excess inventory. Customization at scale is another benefit – digital workflows can print variable data like names, serial numbers or versioned designs on each package without slowing down. In today’s fast-paced, customer-centric market, these abilities are game-changers. Digital production also tends to waste less material and ink, supporting sustainability goals (no more warehouses full of unused boxes or labels). Modern finishing solutions, such as laser die-cutters and automated creasers, further enable quick turnarounds by eliminating physical dies and makeready steps. A job that once required tooling and weeks of prep can now be completed in days or hours. These technical innovations – from high-resolution inkjet corrugated printers to digital label cutters – give brands the agility to launch products faster, run targeted promotions, and refresh packaging designs frequently to keep up with trends.
PSPs and Converters Pivot to Packaging
Facing shrinking volumes in brochures and catalogs, many print service providers (PSPs) and commercial printers are pivoting into the packaging arena to sustain their businesses. The transition is happening at all levels of the industry. In fact, even traditional press manufacturers have retooled their product lines toward packaging presses. For example, recent industry data shows that about 78% of new offset press installations in Asia are now aimed at packaging applications like folding cartons and flexible packaging, rather than conventional publishing print. This reflects a strategic shift: presses and shops that once churned out magazines or office forms are now producing cereal boxes, beer labels, and flexible pouches. Commercial printers are either adding packaging equipment (such as folding carton die-cutters, label presses, or flexible packaging printers) or partnering with packaging converters to capture this growth. Many have created separate packaging divisions or retrained staff in packaging design and production.
To be sure, moving into packaging comes with challenges. It requires investment in new equipment, compliance with strict quality/safety standards (especially for food and pharma packaging), and a learning curve in areas like substrates and finishing. Smaller print shops sometimes struggle with the capital needed for a packaging setup and the shift in mindset from commodity print jobs to value-added packaging solutions. Nonetheless, the overall trend is clear: packaging is the new frontier for printers. Those who successfully pivot are finding a more stable, even growing revenue stream that replaces declining commercial work. The packaging market’s growth – and its resilience even during economic fluctuations – offers print businesses a path to long-term viability that pure commercial printing may no longer provide.
DPi’s Role in Powering the Packaging Transition
DPi is actively helping print providers and converters transition toward packaging-focused business models. Through a mix of technology and expertise, DPi equips PSPs to succeed in the packaging boom. Key support areas include:
Hardware: Providing state-of-the-art digital presses and finishing equipment optimized for packaging. DPi’s high-speed inkjet and digital press offerings allow short-run carton, label, and flexible packaging printing with outstanding quality. Coupled with modern finishing systems (laser cutters, hybrid die-cutters, etc.), printers can produce custom packaging economically and at scale.
Software: Delivering integrated workflow software and automation solutions for packaging production. This includes packaging-specific design tools, RIPs and controllers tuned for variable print, and management information systems to handle versioning and quick job changeovers. Streamlined software ensures jobs move from design to print to finished product with minimal manual touchpoints, crucial for fast-turnaround packaging.
Variable Data Services: Enabling personalized and serialized packaging through variable data printing expertise. DPi helps clients implement campaigns like personalized labels or unique QR codes on each package. By leveraging DPi’s variable data solutions, PSPs can offer brands mass customization—whether it’s individual names on beverage bottles or unique codes for track-and-trace—adding value that sets them apart from commodity printers.
Supply Chain Consulting: Guiding print providers on materials and supply chain optimization as they pivot to packaging. DPi’s consulting teams advise on sourcing sustainable packaging substrates, inventory management for boards/films, and workflow adjustments to handle shorter production cycles. This holistic support helps printers build a packaging operation that is efficient and responsive from start to finish.
By offering this 360° support – from equipment and software to training and process consulting – DPi lowers the barrier to entry for traditional printers expanding into packaging. Print businesses can partner with DPi to develop a tailored roadmap for growth in segments like corrugated packaging, labels, or flexible pouches. The result is that PSPs not only invest in new gear, but also gain the knowledge and confidence to transform their service offerings. DPi’s role is essentially that of an enabler and trusted advisor: providing the tools, workflow know-how, and strategic guidance so that print providers can pivot quickly and start capitalizing on the packaging boom.
A Sustainable Long-Term Opportunity
Looking ahead, the rise of packaging in print is more than a short-term spike – it appears to be a sustainable, long-term opportunity. Packaging isn’t subject to the same digital substitution that hit commercial print; physical packages will always be needed as long as products are made and shipped. In fact, the sector is only growing more innovative, with trends like sustainable packaging materials and smarter interactive packages adding momentum. Industry leaders forecast that packaging will remain a robust growth market for years to come, effectively becoming the “new avatar” of the printing industryIn other words, print is not dying – it is adapting and reinventing itself through packaging. For print service providers, focusing on packaging applications offers not just a refuge from declining volumes, but a path to future expansion. Embracing packaging allows printers to align with evolving consumer and business needs – from the surge in online shopping to the demand for personalized, eco-friendly products – making their businesses more resilient. In summary, as commercial print continues to wane, the packaging boom represents a bright and sustainable horizon for the industry. Providers who pivot to packaging and leverage the latest in digital print technology are positioning themselves for lasting success in this new era of print.
Sources:
Times of India – Kamal Chopra (World Print Communication Forum) on global print decline (~5% annually) versus packaging growth (9–11% globally; ~15% in India) timesofindia.indiatimes.com.
Times of India – Quote on packaging being indispensable, with e-commerce boosting packaging and helping the print industry adapt and excel timesofindia.indiatimes.com.
ME Printer (April 2025) – Coca-Cola’s “Share a Coke” campaign personalized almost 800 million labels via HP Indigo digital presses (illustrating digital packaging at scale) meprinter.com.
Packaging Digest (Jan 2025) – Examples of smart packaging: Nike using on-pack QR codes for custom shoe designs, and Coca-Cola/Mondelēz using QR codes on packaging to create personalized Spotify playlists packagingdigest.com.
Ink World Magazine (Aug 2025) – Advantages of digital packaging printing (on-demand production, reduced lead times and waste, and mass personalization capabilities) inkworldmagazine.com.
Fedar/Smithers Report (June 2025) – Offset press manufacturers pivoting to packaging; an estimated 78% of new offset installations in Asia now target packaging applications fedar.com.
Times of India – Outlook that the print sector’s future “looks strong” due to rising packaging demand, with packaging becoming the new face of print (Print industry “adapted” and “packaging is its new avatar”) timesofindia.indiatimes.com