Digital printing has made significant inroads among companies that print on labels and folding cartons. But the technology faces a more complicated path when it comes to pouches, wrappers, and other flexible packaging.
Technological development in both digital printing and finishing is not as far along in its journey compared to other segments. As a result, the industry still relies primarily on high-volume wide-web flexographic and rotogravure equipment.
Nonetheless, evolving consumer trends and brand preferences suggest converters would be wise to take a closer look at digital printing. Among other things, the technology facilitates greater variety in packaging designs and speedier times to market, according to a report on the role of digital printing in flexible packaging.
The Flexible Packaging Association (FPA) sponsored the report prepared by Alliance Insights, the research arm of PRINTING United Alliance, a trade association based in Philadelphia.
The report examines the opportunities, challenges, and potential uses of digital printing in the flexible packaging industry, according to Cory Francer, an analyst with Alliance Insights who led the research.
“It is no secret that it is in its early days, and it is small in terms of its overall output,” Francer says of digital printing of flexible packaging. “But it is exciting, and the people who are doing it are doing some really interesting things.”
Providing Context, Data
Alliance Insights has been producing reports on digital printing in packaging for several years and presenting them at industry conferences. The reports incorporate perspectives from printers, converters, and brand owners, Francer says, adding that digital printing has steadily moved into the mainstream in some corners of the packaging sector.
“A lot of label printers are on their second or third press or have installed multiple presses on their production floor,” he says.
2025 marked the first time Alliance Insights produced a separate report on flexible packaging. It is not a “how-to” guide, Francer explains. Rather, the report is designed to educate the sector about digital printing and the trends behind its adoption.
“My intent here isn’t to say, ‘Hey, digital printing is the end-all, be-all,’ ” Francer says. “It is to provide some data and some context around why this is an interesting technology, some of the benefits and advantages it can provide for you as a converter, some of the benefits and advantages it can bring to your customers, in many cases as a complementary technology to conventional printing.”
“Digital printing isn’t just about the press; it is about the entire workflow. Optimize your processes to maximize uptime and minimize downtime. Invest in training, automation, and prepress systems that support digital’s speed and flexibility. And most importantly, align your digital strategy with your customers’ evolving needs. That’s where the real value lies to create long-lasting partnerships.” —Jacob Resnick, Nosco product manager
According to FPA’s latest “State of the U.S. Flexible Packaging Industry Report,” 21% of converter respondents report having digital printing capabilities. However, despite this adoption, digital printing still accounts for only about 1% of total industry shipments, indicating limited overall output, according to Dani Diehlmann, vice president of communications for FPA.
“As an association representing the industry, we look for different growth opportunities for our members, and this is definitely one for the converters,” she says.
Despite the upsides, converters still have plenty of questions about digital printing, and that’s why FPA decided to sponsor a separate report, Diehlmann adds.
“There are some challenges,” she says, citing the cost of digital equipment as one of the most significant. As a result, converters are interested in getting a better handle on the size of the digital printing market and its prospects for growth.
Cost Versus Customer Demands
Digital printing is poised to play a key role in enhancing what converters can do for their customers, according to the report. However, fewer than half, or 46%, of the flexible packaging companies surveyed by Alliance Insights incorporate digital printing in their production runs.
The high cost of equipment is the top challenge cited by the majority of converters that have not adopted the technology. Three in five cite the expense, while half report they do not see a viable return on investment from digital printing. Half also say print speeds are too slow.
Other concerns include the potential to complicate workflows (35%), lack of staff (30%), and space constraints on adding new equipment (25%), according to the report.
Print quality is also a factor, though not as significant. One in five converters cited concerns over color consistency between digital and conventional methods as a reason to eschew digital printing. Fifteen percent cited subpar print quality. Not surprisingly, for converters assessing digital printers, print quality and consistency were the top attributes, cited as extremely important by 86% of those surveyed.
Of least concern is the lack of demand for digital printing among customers. It was cited as a challenge by 10% of those surveyed in the report.
Indeed, a majority of brands responding to the survey (53%) rank digital printing capabilities as an essential factor in choosing converters, Francer says. The brands see digital as delivering on one of their highest priorities: stocking shelves with more permutations of their products.
More than three-fifths, or 61%, of surveyed brands increased their SKUs over the last two years, Francer says. Three-quarters expect an increase over the next two years, with the average brand boosting its SKUs by 29%.
Smaller brands with shorter production runs have had an edge in their ability to change graphics quickly, Francer also says. But digital printing allows bigger brands to catch up.
Greater Speed, Shorter Runs
Demands for faster turnaround times and shorter production runs accompany the push for greater variety.
More than three-quarters of converters (76%) see rising demand among customers for quicker turnarounds, according to the Alliance Insights report.
Majorities also report heavier demand for shorter runs and personalization—packaging tailored for individual consumers within runs.
The trend is fueled by the growth of e-commerce. Brands want packaging that can withstand the rigors of shipping, of course. But they also are interested in packaging that enhances the so-called “unboxing” experience and delivers personalized messages to their customers, according to the Alliance Insights report.
“It is these very distinct advantages that digital printing brings to the table that brands want,” Francer says.
Digital tools have helped packaging printer Nosco keep up with evolving demands, according to Jacob Resnick, a product manager for the company based in Pleasant Prairie, Wisconsin.
“Digital printing is working particularly well for applications that demand agility, such as short runs, frequent design changes, and personalized packaging,” Resnick says. “It has also been instrumental in helping our customers launch new products quickly and test market variations without the constraints of traditional print setup.”
Advances like HP ElectroInk Silver, meanwhile, allow Nosco to replicate the metallic effects of traditional inks, while finishing capabilities—such as cold foil, soft-touch matte, and other tactile embellishments—can elevate brands into premium segments with a premium feel, Resnick says.
One challenge lies in managing mid-volume jobs—those that fall between long-run conventional printing and short-run digital, according to Resnick.
“These can be difficult to route efficiently, especially as customers scale and their needs evolve,” he says. “Finding the right production fit for these jobs is critical to maintaining cost-effectiveness, customer satisfaction, and speed.”
But even short runs can pose challenges for converters adopting digital printing. According to Alliance Insights, the challenges stem from ensuring a good fit with finishing processes such as laminating and pouching. Among flexible packaging companies using digital printing, 95% laminate the final product, 79% use slitting equipment, and 63% have implemented pouch-making.
“Because digital printing is often done in lower volumes and with different consumables than conventional processes, converters should ensure they have the finishing equipment that can maintain the efficient short run advantages gained with digital printing and function well with digitally printed output,” according to the report.
Other challenges facing converters that have adopted digital printing are material sourcing and cost volatility, cited by 42% of those surveyed, and ink adhesion and curing, cited by 37%, according to Alliance Insights. About a quarter, or 26%, cited challenges in complying with sustainability requirements, such as the use of monomaterials.
‘Serving Distinct Roles’
Digital printing today accounts for a “very small portion” of sales and volume for flexible packaging companies. But converters that have invested in digital printing anticipate sales growth and continued demand from brand owners eager to take advantage of the technology’s upsides, according to the report.
“They want to go faster to market. They want to increase their SKU quantities, increase their versions. They want short runs. They want reduced inventory. All of these things are advantages that digital printing provides,” Francer says.
Digital printing is unlikely to replace traditional methods, however.
“We believe the press room of the future will incorporate both analog and digital technology, with each serving distinct roles based on run length, turnaround requirements, and production economics,” says Windell McGill, launch manager for the ION digital press being developed by Green Bay, Wisconsin-based BW Converting.
For converters interested in digital printing, Resnick advises starting out by understanding the market and knowing customers’ lead-time expectations and order quantity patterns.
“Digital printing isn’t just about the press; it is about the entire workflow,” Resnick says. “Optimize your processes to maximize uptime and minimize downtime. Invest in training, automation, and prepress systems that support digital’s speed and flexibility. And, most importantly, align your digital strategy with your customers’ evolving needs. That’s where the real value lies to create long-lasting partnerships.”
Joel Berg is a writer and editor based in York, Pennsylvania.
