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Brands and Packaging in Europe: The Digital Print Advantage
Bob LeaheyAssociate Director 12 March 2015
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Objectives for Today
• Give insights about opinions of European brand owners
− What do they want, what will they want, in printed packaging?
• Derive actionable recommendations for brand owners
− Where can digital print help brands meet strategic goals?
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Initial Notes
• Our presentation today is based on recent research
• In the study, we surveyed 265 brands in Europe
− What do they want? What will they want?
• We also surveyed 100 ‘converters’ about brand owners
− Printers of labels, folding cartons, flexible packaging, corrugated, other
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What are ‘Color Digital Label and Packaging’ (‘CDLP’) Presses’?
•Production level digital printer, with least CMYK color
•Designed specifically to print label or packaging
•Capable of operating 3 shifts, 7 days
• Average monthly print volume, 1+ million labels or packages
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Color Inkjet, Color Electrophotographic (‘EP’) Press Examples:
Inkjet: Durst Tau 330 Electrophotographic: Xeikon 3300, with rewind
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Go
od
Be
tte
rB
es
t
Common Print Job Size
Pri
nt
Qu
ality
Color Digital Label and Packaging: Press and Printer Landscape
Color Digital PressesFlexo/Offset Presses
Test Runs Up to 100 Meters Up to 4,000 Meters Over 4,000 Meters
Wide format proofers
Tabletop label printers
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What Overall Print Market Looks Like, To Press Vendors
Source: Piet Bakker
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What Retail Stores Look Like, to Brand Owners
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Brands Are Marketing Multiple Versions of a Product
Brands now commonly aim for‘mass customization’
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Brands Are Changing Packaging Formats
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Vendors Tend to Move Digital Print Options Ahead....
Digital Press Vendors Push
Market for: Color Digitally PrintedPackaging
New pressesNew applicationsNew materials
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...and So Do the Needs of Brand Owners
Digital Press Vendors Push Brands Pull
Market for: Color Digitally PrintedPackaging
New pressesNew applicationsNew materials
More short runsLeaner supply chainsMore frequent orders
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Brand Owners in Our Study: Main Vertical Industry
Food67%
Health and beauty12%
Beverage12%
Durable goods3%
Pharmaceuticals2%
Maintenance products
1%Other
3%
Q81: Which of the following best describes your company’s main vertical industry?
N = 265 Respondents that are brand owners in Europe
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Converters: Main Print Applications
Labels43%
Folding Cartons31%
Flexible Packaging26%
Q42: Which of the following is your company’s MAIN print application?
N = 100 Respondents that are converters
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4%
19%
30%
34%
67%
0% 20% 40% 60% 80%
Other
Shrink or stretch sleeves
Flexible packaging
Folding cartons
Product labels
Multiple Responses Permitted
Converters: Applications Printed on Color Digital Presses
Q55: Which of the following label or packaging applications do you print or plan to print with a color digital press?
N = 70 Respondents that are converters that operate digital color presses or buy digital printing on the outside
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Key Findings: Brands and Short Runs
• There is a big trend in Europe for brands to manufacture short runs of products, and that trend is growing
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Key Findings: Brands and Short Runs
• There is a big trend in Europe for brands to manufacture short runs of products, and that trend is growing
• Driving this trend is brand owners’ need to (1) target markets and (2) be efficient in manufacturing and logistics
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Key Findings: Brands and Short Runs
• There is a big trend in Europe for brands to manufacture short runs of products, and that trend is growing
• Driving this trend is brand owners’ need to (1) target markets and (2) be efficient in manufacturing and logistics
• Also driving this trend are Europe’s languages, its changing populations, its rules about food and drug packaging
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Key Findings: Brands and Short Runs
• There is a big trend in Europe for brands to manufacture short runs of products, and that trend is growing
• Driving this trend is brand owners’ need to (1) target markets and (2) be efficient in manufacturing and logistics
• Also driving this trend are Europe’s languages, its changing populations, its rules about food and drug packaging
• Short run printing for packaging is growing as a result, allowing new versions of products, private label products
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Key Findings: Brand Owners’ Priorities
• Sustainability is high priority for most brand owners
• Digital marketing strategies are also now important
• Brand owners want packaging to cut their risks
• Brands want to do ‘new things’, often digital-related
• Brand owners will pay a premium to achieve key goals
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What ‘New Things’ Do Brands Want to Do?
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What ‘New Things’ Do Brands Want to Do?
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Brands Want New Approaches to Security
Text revealed by IR light:
Covert Text Example, Printed by Xeikon 3300
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Brands Want Packaging To Connect Digitally to Consumers
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13%
41%
29%
45%
36%
45%
68%
11%
36%
41%
45%
47%
57%
64%
0% 20% 40% 60% 80%
None of the above
1 print job for 50 or more product versions
Electronic security features such as RFID
1 print job with less than 200 labels or packages
Variable data printing for personalized print
Variable data printing for track and trace codes
Environmentally friendly paper, film, or board media
Converters
Brand Owners
Multiple Responses Permitted
What Brand Owners Are Willing to Pay Extra For
Q72: For which of the following would your customers be willing to pay a premium?Q40. For which of the following would your company be willing to pay a premium?
N = 100 ConvertersN = 265 Brand Owners
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13%
41%
29%
45%
36%
45%
68%
11%
36%
41%
45%
47%
57%
64%
0% 20% 40% 60% 80%
None of the above
1 print job for 50 or more product versions
Electronic security features such as RFID
1 print job with less than 200 labels or packages
Variable data printing for personalized print
Variable data printing for track and trace codes
Environmentally friendly paper, film, or board media
Converters
Brand Owners
Multiple Responses Permitted
What Brand Owners Are Willing to Pay Extra For
Q72: For which of the following would your customers be willing to pay a premium?Q40. For which of the following would your company be willing to pay a premium?
N = 100 ConvertersN = 265 Brand Owners
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13%
41%
29%
45%
36%
45%
68%
11%
36%
41%
45%
47%
57%
64%
0% 20% 40% 60% 80%
None of the above
1 print job for 50 or more product versions
Electronic security features such as RFID
1 print job with less than 200 labels or packages
Variable data printing for personalized print
Variable data printing for track and trace codes
Environmentally friendly paper, film, or board media
Converters
Brand Owners
Multiple Responses Permitted
What Brand Owners Are Willing to Pay Extra For
Q72: For which of the following would your customers be willing to pay a premium?Q40. For which of the following would your company be willing to pay a premium?
N = 100 ConvertersN = 265 Brand Owners
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28%
15%
6%
16%
14%
9%
22%
25%
24%
19%
18%
25%
30%
34%
16%
21%
33%
37%
0% 20% 40% 60% 80% 100%
Ability to print security features, such asholograms, microtext, or covert codes
Ability to print variable data, such as random codesor personalized messages
Ability to create prototypes and test samplesquickly and economically
Ability to print many short production runs quicklyand economically
1 - Not important 2 3 4 5 - Highly important
Importance of Print Capabilities In Choosing a Converter
Q17: For decisions at your company about the printing of packaging or labels, how influential are the following:
N = 265 Respondents that are brand owners
Mean
3.9
3.2
2.8
3.8
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28%
15%
6%
16%
14%
9%
22%
25%
24%
19%
18%
25%
30%
34%
16%
21%
33%
37%
0% 20% 40% 60% 80% 100%
Ability to print security features, such as holograms,microtext, or covert codes
Ability to print variable data, such as random codesor personalized messages
Ability to create prototypes and test samplesquickly and economically
Ability to print many short production runs quicklyand economically
1 - Not important 2 3 4 5 - Highly important
Importance of Print Capabilities In Choosing a Converter
Q17: For decisions at your company about the printing of packaging or labels, how influential are the following:
N = 265 Respondents that are brand owners
Mean
3.9
3.2
2.8
3.8
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About Packaging and Labels Designed to Support Online Marketing Activities
Yes, we do this now38%
We plan to do this in the future
7%
No, and no plans to do this
52%
Don’t know3%
Q19: Does your company design or plan to design any of its packaging or labels specifically to support your marketing online,or through mobile phones?
N = 265 Respondents that are brand owners
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Digital Printing Provides Exciting Options for Security
• Scannable codes, including covert codes
• Serialized codes and unique codes
• ‘Mobile product authentication’ is a young and growing
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Use of Personalization for Packaging
Yes36%
No, but we will likely do so in the future
8%
No, and no plans to do so54%
Don’t know2%
Q36: Does your company EVER use any personalization for packaging to support your marketing in some way?
N = 265 Respondents that are brand owners
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Personalized Cartons Are Valuable Cartons
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Resolves, Recommendations (2)
• Look for converters that have color digital print technology
− If yours don’t have it, ask them to get it
• Educate your marketing staff about digital print options
− For personalization and 1:1 marketing
− For timely tests and cost-effective short runs
• Consider color digital printing as a security tool
− For serialized or coded packaging, for authentication
• Study success stories—brands digital has benefited!