Finding the Why: Unlocking Value in a Changing Market

This article is inspired by a recent podcast interview with Simon Daplyn and Allan Bendall of Sun Chemical.

In the evolving landscape of packaging and print, digital technology is not merely an innovation; it is an imperative. The shift from analog to digital has long been discussed, but according to Allan Bendall and Dr. Simon Daplyn of Sun Chemical, the industry now stands at a pivotal moment. No longer an experimental add-on, digital print is proving its value in packaging, reshaping supply chains, and addressing the evolving demands of consumers and brands alike.

Bendall, a seasoned veteran with over 30 years in the print and packaging sector, has spent much of his career in the gravure space—focused on graphics, color management, and supply chain operations. His journey from the traditional analog domain into the world of digital print underscores a broader shift in the industry. Digital print is no longer a niche alternative; it is fast becoming a fundamental part of the modern packaging ecosystem.

Click on the image to listen to the podcast with Simon and Allan…

Beyond the "Me Too" Model

The most significant advantage of digital print lies not in its ability to replicate existing analog processes but in its capacity to do what analog cannot. The industry has moved beyond viewing digital as a tool for short-run printing; instead, it is recognized for its ability to enable dynamic, high-impact branding, agile market entry, and deep consumer engagement.

As Bendall explains, brands and retailers today are catering to a new generation of consumers who expect more than a well-designed package. Today’s consumer experience extends beyond the point of purchase. Packaging is no longer just about protecting products—it is about storytelling, engagement, and seamless omnichannel experiences. Digital print allows brands to create personalized and interactive content, reinforcing customer loyalty in ways that traditional printing cannot match.

This shift is particularly pronounced in fast-moving consumer goods (FMCG), where consumers increasingly expect tailored interactions. The rise of e-commerce and direct-to-consumer models means that brand engagement no longer happens solely in-store. Instead, it is driven by packaging that integrates digital experiences—whether through QR codes, augmented reality, or serialized data that enhances traceability and transparency.

The Reluctance of the Converter Community

Despite the clear advantages, widespread adoption of digital print in packaging has faced inertia. Bendall and Daplyn attribute this to a variety of factors, not least of which is the entrenched nature of analog workflows and supply chains. Many converters still view digital print through the lens of cost-per-unit comparisons, a framing that fails to capture the broader value digital brings to brands.

In traditional print procurement, the lowest price per unit often wins the contract. Digital, by contrast, offers advantages that extend beyond immediate cost calculations. It reduces time to market, eliminates the need for costly pre-press steps, and enables rapid iterations of design and messaging. Yet, converters—often caught between brand demands and procurement cost constraints—hesitate to embrace these benefits at scale.

This reluctance is compounded by the complexity of digital integration. Unlike analog printing, which fits neatly into existing factory setups, digital requires an ecosystem of complementary technologies, including workflow automation, data processing, and advanced ERP solutions. The infrastructure demands of a digital print operation extend far beyond simply acquiring a digital press.

The Economics of Agility

One of the most compelling arguments for digital print is its role in enabling agility. Market trends show that run lengths are decreasing while the number of SKUs is increasing. According to industry data, even a minor shift in the percentage of short-run jobs can result in hundreds of thousands of additional print jobs per year. This places significant pressure on production environments designed around long-run efficiencies.

Digital print alleviates this pressure by eliminating the costly and time-consuming setup requirements of traditional methods. Brands can test new packaging iterations quickly, respond to emerging trends, and launch regional or seasonal campaigns with unprecedented speed. Furthermore, digital’s variable data capabilities allow for hyper-personalization, enabling brands to create unique packaging experiences that drive consumer engagement and brand loyalty.

Daplyn notes that brands that have successfully implemented digital print often achieve more than just operational efficiency. They unlock new value streams through interactive and connected packaging, leveraging real-time data to refine their marketing strategies. The shift, therefore, is not merely about reducing printing costs but about rethinking packaging as a tool for brand engagement and data-driven decision-making.

The Power of Connected Packaging

Data is the currency of modern commerce, and packaging is fast becoming a crucial touchpoint in collecting and utilizing consumer data. Smart packaging, enabled by digital print, can integrate features that track product journeys, authenticate goods, and even offer personalized rewards to consumers. This kind of interactivity creates deeper brand engagement while providing companies with valuable insights into consumer behavior.

While QR codes have been a common tool in this space, the true potential lies in developing more sophisticated consumer interactions. Imagine packaging that adapts its messaging based on real-time inventory levels, regional preferences, or even consumer purchase history. Such innovations turn packaging into an extension of digital marketing strategies rather than a static component of product delivery.

The Road Ahead: Why Digital, and Why Now?

The question for brands and converters is no longer why digital? but rather why not digital? The capabilities exist, the market demand is clear, and the industry has reached a tipping point where the risks of inaction outweigh the challenges of adoption.

The FuturePrint Packaging, Labels, and Direct-to-Shape conference in Valencia this April will provide a platform for industry leaders to explore these questions in depth. As Daplyn highlights, the event is a crucial gathering for those looking to navigate the evolving landscape of digital print. It is not just about understanding the technical aspects but about sharing success stories, addressing misconceptions, and collaboratively driving the industry forward.

The future of packaging print is digital. The brands that recognize this—and the converters that adapt—will be the ones that define the next era of consumer engagement.