Research: Brand Owners Weigh in on Digital Packaging
Digital package printing is redefining the ways brand owners are using packaging to engage consumers and drive purchasing. Printing packaging on digital presses offers brands of all sizes, from large corporations to small-batch producers, many opportunities to enhance brand power, consumer engagement effectiveness, and customer experiences. Advantages such as its ability to print more versions within a product line, enabling shorter runs, and supporting the use of special effects, digital printing offers brand owners many ways to create powerful labels and packaging that deliver desired results.
In a new special report, NAPCO Research has highlighted and analyzed packaging trends in key industries, with a special focus on the food and beverage market segment. The report combines NAPCO Research survey data on brand owner trends with examples of how digital printing is powering packaging success and improving customer engagement points. It showcases how brand owners are leveraging digital printing’s many benefits, including short runs, versioning, personalization, and sustainability.
Packaging as Important as the Product
Many brand owners believe that a product’s packaging is as important as the product itself. Because packaging is a crucial marketing and communication tool, brand owners look for ways to improve its quality, creativity, and effectiveness. Digital printing offers brands many opportunities to enhance the power of packaging.
While large-scale brands may dominate shelf space (and the majority of packaging volumes), consumers are increasingly seeking out small-batch, artisan brands in a variety of market segments. The rise of small-to-medium-size brands is influencing demand for digital printing of labels and packaging, as these organizations require high-quality output, special effects, short runs, and the flexibility to respond to changing market and customer needs.
Food and Beverage Market Drives Innovation
Food and beverage is a market segment where small-batch and artisanal brands appear to be thriving. Consumers’ increasing proclivity toward healthy eating and interest in handmade products are driving growth of small-batch production of baked goods, specialty snacks, and beverages. According to the Specialty Food Association, in 2018, specialty food sales hit an all-time high of over $140 billion, growing 9.8% in the past two years. In addition, the association reports that over 80% of Millennials are purchasing artisan food, the biggest percentage of any generation.
Brand owners are continually refreshing products to appeal to more consumers. In addition, consumers of food and beverage products expect brands to incorporate the latest trends in product development and marketing. According to a recent NAPCO Research survey of brand owners across key industries that use packaging, those focused on food and beverage report producing compelling and engaging packaging is a top packaging objective; other areas of importance include offering more versions and customization options, keeping up with the latest types of print enhancements, and better managing inventory. Digital printing is redefining the ways brand owners are using packaging to engage consumers and drive purchasing.
Figure 1: Packaging Objectives
Interested in learning more? Download this exclusive report to learn about the how digital printing is supporting brand owners in enhancing customer experiences.
Lisa Cross is the principal analyst of NAPCO Research (a unit of NAPCO Media) where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends, business strategy, sales, marketing and legislation.