Data Points: Hybrid Digital Label Presses

Looking forward

In general, demand for digitally printed labels is far from satisfied and outstrips supply. This is driven by brand owners’ increasing desire for faster response, more customized packaging and labels, and the need to provide multiple offerings to an increasingly fragmented range of consumers. Digital printing better synchronizes label supply with demand. But against that, label printers and converters as a group are taking a long time to adopt digital technology. You can view hybrid presses as either increasing the investment that a conservative market must make in new technology, or as the simplifying solution that makes digital label printing easier to adopt. Either way, one thing is certain: Hybrids—and standalone digital presses—will test the stage of maturity of the digital label market. Against that, digital press suppliers have to overcome a solid loyalty to non-hybrid suppliers. pP