Still Going Strong

This year has made for an interesting economic ride. Few want to say the United States is in the throes of a recession, but even a cursory glance at fuel prices is enough to know that the economy is hurting. Despite the current economic woes in the United States, gravure printers are enjoying continued success. Although customers are always on the lookout for the printer who will cut them a break here or there, gravure printers are riding the wave of flexible packaging, exactly the type of packaging that demands the quality that the gravure process routinely delivers.

This is not to say that flexo printing hasn’t made continued inroads. However, gravure printers are learning that there is a place for both processes, sometimes even adding flexo capabilities to their businesses. Gravure, however, remains at the forefront of long runs that require repeatable quality all the way through the print run.

The state of gravure

Fast changeover ability, cost, feasibility for short runs—none of these has ever favored gravure. However, Richard ­Kirchhoff, Reynolds Flexible Packaging, says, “gravure is still the most highly regarded printing process for packaging due to its high print quality and its ability to convey graphic detail for shelf appeal.” Flexible packaging and retort packaging are two market sectors that benefit from gravure’s quality—two types of packaging brand owners demand.

“Origination fees (costs for having cylinders made) are always a concern for some customers, especially when they are comparing gravure to plate systems,” says Alex Magen, plant manager, CLP Industries. “We are fortunate to have much lower origination fees than are typical in North America and Europe, which helps. And the customers who recognize the value of quality and have long runs appreciate the value of a gravure cylinder.”

Despite the current economic situation, the converters packagePRINTING spoke with said that business at their shops has increased. “The economic conditions are not affecting package printing, but customers are always on the lookout for suppliers who can provide effective solutions with high shelf appeal and increased speed to market,” says Kirchhoff. Magen concurs. “These are certainly exciting times in the industry, but we remain strong,” he adds. “The market for flexible packaging is still expected to grow substantially, and the economy may well be helping us as costs for rigid packaging and transportation increase. Pouches look better every day.”

As an example, package printer Gilbreth Packaging’s business has increased by approximately 30 percent, according to Alan Wolk, vice president of operations. “We have not been affected by the current economic down swing. Our raw material [prices] are going up, and that is being driven by the increases in demand of oil.”

Micha Noah, R&D Manager, Tadbik Pack (Teradion, Israel) adds, “Tadbik Pack has grown sales 30 percent over the past year compared to the same period in 2006-2007.”

Applications abound

Noah says Tadbik has found great success in printing on very thin substrates, which allows the company to create beautiful shrink sleeves and in-mold labels, both of which give a no-label look. “The gravure stations on our combination presses are a large part of that—the rich white, metallic and pearlescent inks, and the ability to create gloss and matte effects with varnishes—add great elegance to our shrink sleeves and in-mold labels.” He adds that Tadbik also uses gravure for inks with special-effect pigments and for strategic application of glue to hold shrink sleeves in place.

According to Magen, retortable packaging is one of CLP Industries’ largest markets for gravure, “though we also use gravure for coffee laminates and packaging for hot-filled beverages, chocolate-coated sweets, soups, detergents, wet wipes, engine oil, antifreeze, and laundry liquids. We are also exploring other uses for gravure technology, including flexible printed circuits.”

Printed electronics is an emerging area for gravure use. Kirchhoff states, “There has been a surge of information recently about gravure-printed electronics.” Magen says CLP is excited about printed electronics. “That’s a technology that has the promise to be huge from the perspective of both lamination and gravure, as well as for electronics in general.”

Trying to narrow down the prevailing gravure application is more difficult than one might think. Kirchhoff cites the need for high-quality graphics and fine print on flexible packaging. Wolk says that because of the quality expectations for labels and flexible packaging, these two sectors are the most prevalent for gravure printing.

Tadbik Pack uses gravure primarily for shrink sleeves and in-mold labels for injection and blow-molding, whereas Magen states CLP’s gravure presses are dedicated to laminates for pouches and roll stock. That being said, Magen asserts that, “Whenever a combination of superb appearance and high functional qualities is required, as with retort pouches, we prefer applying the gravure technology.”

Challenges remain

Gravure is enjoying widespread usage in flexible packaging and labeling applications, but gravure printers must keep an eye on flexo, which continues to nip at the heels of gravure in terms of price and quality. What gravure printers are saying, however, is that gravure and flexo have their places in flexible packaging and labeling. “I think gravure is still holding its own in the shrink sleeve market,” says Wolk. “Most of our customers still want the quality in their labels that the gravure process yields. Flexo has made some inroads through plate and ink technologies but still doesn’t rival the gravure printing process.”

Wolk says, “Flexo is getting better but still doesn’t rival gravure for most customer reproductions. Flexo does compete with simple art, but cannot match gravure for high-end art.”

Magen adds, “Flexographic printing is second to gravure,” he says. “We recommend it mainly for short or one-time runs.”

So quality-wise, flexo is still in the rearview mirror, but cost-wise, going gravure means you’re going to pay for it. Kirchhoff says one challenge affecting gravure printers right now is “the need for rapid changeovers to accommodate smaller print runs with multiple SKUs.”

Wolk says, “Prepress (engravings) charges and lead times for cylinders are two of the biggest challenges for gravure printers. Flexo plates are much cheaper and can be turned around in days versus weeks.”

The bottom line

Gravure’s strength is its quality, which remains unmatched. Gravure printers are employing the flexographic process for certain customers and have determined that gravure and flexo each have a place in their businesses. Kirchhoff says, “We have seen marked improvement in flexographic printing quality and have recently installed a flexographic printing press, which allows us to supply high-quality printing for short runs more cost-efficiently.”

“Both gravure and flexo have niches in the packaging market,” says Wolk. “Volumes and quality expectations are key for what process will work for the end user.”

“Gravure is an optimum printing process for nationally recognized name brands with wide distribution,” adds Kirchhoff. “In addition, gravure is an excellent process to utilize for pharmaceuticals due to the additional amount of patient information that must be conveyed on the packaging.”

In the end it all comes down to quality. “Gravure is the hallmark of quality,” says Magen. “As much flexo printing as we do, it’s hard to imagine some of our pouches running on anything but gravure.” pP