Ten trends at Labelexpo which make for label success — The Noel D’Cunha Sunday Column

The PrintWeek team observed how equipment manufacturers, machinery suppliers, and software providers are introducing technologies designed to help labellers address evolving consumer needs, sustainability requirements, and changing market conditions. And how these ten trends will navigate the label industry. As Peter Woods of Bobst summarises, "The actions we take today will shape the industry of tomorrow. It’s an exciting time to be part of this transformation.”

Trend 01: Digital is breaking barriers
Digital technology has disrupted the label industry, offering unparalleled speed, efficiency, and flexibility. A Appadurai from HP says, "Digital presses are enabling shorter runs with faster turnarounds. In today’s market, brands are looking for personalisation and customisation, which digital solutions can provide at scale."

Epson’s SurePress is another example of this evolution. According to LK Vasudevan, "With speeds of up to 50 metres per minute and the ability to print on non-coated substrates, our digital solutions cater to the growing need for versatility and cost-effectiveness."

Appadurai emphasised the flexibility of digital technology: "With our six-in-one machine, converters can now manage various applications, from labels to cartons, using a single system. This aligns with the industry’s move towards versatility."

Bobst has advanced digital workflows through Bobst Connect, a platform integrating machine and process data. Peter Woods of Bobst says, "By automating data capture and optimisation, we’re ensuring quicker setup times and seamless operations, critical for shorter runs and tighter deadlines."

Trend 02: Sustainability is a priority
Sustainability has become the theme, driven by consumer awareness and global regulations.

DIC India boasts established technologies across various applications, including surface treatments and rapid production techniques. "We are ensuring that the push for sustainability does not come at an exorbitant cost," Dr Kamakshi Christopher asserts. In conversations with Indian converters, she observes a strong desire for sustainable products, tempered by concerns over costs. “Many converters worry that their customers may not be willing to pay for these solutions.”

Interestingly, Dr Christopher notes that mid-sized Indian converters display a greater eagerness to embrace sustainable practices than some multinational corporations. "This sector views sustainability as a differentiator that could open up export opportunities," she states. However, she acknowledges the primary challenge: maintaining reasonable development costs for sustainable solutions. "If we can offer sustainability at an acceptable cost difference, I believe converters will show significant interest."

Dr Christopher expresses optimism. "By 2025 or 2026, I am confident that many of these sustainable solutions will be implemented," she predicts. "This is a journey, but we are already witnessing promising steps forward."

Ajit Singh of Siegwerk adds, "The adoption of LED technology is a key trend. It reduces energy consumption and meets stricter compliance standards, aligning with both regulatory and consumer expectations." He adds, "Customers are increasingly opting for LED inks, with varnish being used as the final station, often in conjunction with UV inks. However, the delta for these inks is gradually closing. Two years ago, the difference between LED and UV inks was much larger, but it is now narrowing because there is a growing demand for LED inks."

Bobst has invested in eco-friendly technologies, such as OneBarrier, which offers sustainable barrier solutions. Peter Woods highlights their innovations. "Our developments in water-based inks and compostable substrates align with the industry’s push for greener operations."

Kurz has made strides in this area by reducing PET film thickness in its transfer technology, by 50%, cutting CO2 emissions significantly. 

Saurabh Agarwal of Avery Dennison says the company's new tagline, Making Possible, highlights how its products are able to solve some of the complex problems the world is facing through its physical and digital solutions. “With this, we can solve supply chain solutions, waste reduction, and address sustainability issues while bringing consumers and brands together,” he says.

At the show, the company showcased everything, from optimising the customer experience with the innovative Avery Dennison customer portal and their next generation of paper and film materials to building brand connections with RFID and specialty materials for various industries, to improving the supply chain with their digital ID solutions.

The company’s commitment to advancing sustainability and reducing waste was evident in its lineup of linerless direct thermal labels, technologies that improve plastic and glass recycling, and their label waste recycling programme.

Trend 03: Premiumisation and luxury packaging
The LMAI Gallus-Heidelberg Label Awards 2024, held on 15 November at the India Expo Centre & Mart, celebrated excellence in the label and packaging industry. A standout moment was Any Graphics winning the Jury Choice Award for the Kashmir Honey label, praised for its intricate design, metallic effects, and tactile feel. The butterfly design featured unglued wings for a 3D effect, enhancing visibility and storytelling, which emphasises how premium packaging can elevate products like honey.

This win highlights the growing trend of premiumisation across various sectors, where high-quality packaging enhances brand perception. Any Graphics’ success underscores the importance of creativity and technology in packaging, and positioning products as experiences. The award reflects a shift in the industry, encouraging brands to innovate and blend luxury with sustainability.

As brands compete for consumer attention, premium packaging is becoming a strategic differentiator. Polyart’s Gerald Iannone remarks, "Luxury labels aren’t just about aesthetics—they’re about creating a memorable brand experience." He adds, "Printers and brands have long sought a product that combines luxury aesthetics with resilience." Hence it is necessary to ensure that decorative effects remain intact after multiple print processes, maintaining a high-end appearance that lasts.

In a similar vein, HP's Appadurai notes how the beverage sector is leveraging this format. "Shrink sleeves transform bottles into full-body canvases, enabling brands to utilise every inch for storytelling. This shift moves labels beyond functionality, turning them into critical branding assets.” This growing trend reflects brands’ desire to create immersive consumer experiences, particularly in retail environments where packaging plays a decisive role in purchase decisions.
 
Bobst’s Peter Woods echoed the significance of embellishments. "Machines like the Master DM5 enable intricate designs with holographic effects, tactile finishes, and inline UV lamination, making labels stand out on crowded shelves."

With advancements in digital printing, embellishments, and eco-friendly materials, brands have more tools than ever to create packaging that not only stands out but also resonates with consumers on a deeper level. As Polyart’s Iannone says, "Premium packaging is about creating an experience. It’s about telling a story that connects with consumers and leaves a lasting impression.”

Trend 04: Customisation and embellishments
Traditionally, the Indian label market has been dominated by lower-cost options, driven by a price-sensitive landscape. However, with the growth of middle- and upper-class consumers, the demand for premium, luxury packaging is rising. The shift is also evident in sectors such as the spirits industry, where brands are moving away from outer cartons and placing more emphasis on the label itself to capture attention on crowded shelves.

Gerald Iannone of Polyart elaborates on this trend. "The liquor industry has begun phasing out outer cartons, which typically had a budget of Rs 25 to Rs 35 per package. Now, labels are doing the heavy lifting to differentiate products in the malls and stores.”

This shift has led to increased attention to export-quality packaging. Many Indian manufacturers target global markets, requiring packaging that meets international standards. "We are seeing a growing number of brands in India investing in premium labels for their export products. The quality of the label can make or break a brand's first impression in international markets," notes Iannone.

Customisation and aesthetics are redefining product differentiation. Shweta Chhabra of Polyart states, "Our pearl, gold, and silver textures provide unmatched visual impact, perfect for luxury segments like spirits and cosmetics." 

At the show, Monotech Systems launched the dSpark Hybrid+ digital embellishment system, which is engineered to provide a broad range of eye-catching effects, such as tactile textures, spot varnishing, holographic foils, embossing, and more — all with the precision and flexibility of digital technology. This solution enables brand owners and label converters to differentiate their products in the marketplace through custom-designed embellishments, enhancing the visual appeal and shelf presence of labels across various industries, including cosmetics, food and beverage, and premium packaging. Gurvinder Singh of Monotech Systems says. “With the growing demand for personalised, high-impact labels, dSpark Hybrid+ is the ideal solution for label converters looking to expand their capabilities and meet the evolving expectations of customers. It offers versatility, enabling converters to incorporate a wide range of embellishment effects without the complexity and cost associated with traditional processes.”

Trend 05: Hybrid presses are blending the best 
Hybrid technology is bridging the gap between analogue and digital printing, offering flexibility and cost efficiency. Domino Printech’s Ajay Raorane says: "Our N610i-H hybrid press allows converters to integrate digital capabilities while retaining the strengths of flexographic printing."

Bobst has also pioneered hybrid solutions, with Peter Woods emphasising their all-in-one systems. "Our modular presses, such as the Digital Master series, enable effortless transitions between short and long runs, minimising waste and maximising productivity."

Appadurai, perceives the concept of hybrid, or what he calls "all in one" a bit differently. "In my view, all our locations operate as a single integrated press. I call it - six-in-one press - because it can handle almost all applications. That is the key aspect that defines "all in one." He adds, "For those interested in building a finishing line, I have one important question: if one of your machines goes down, what happens to the others? Take, for example, an integrated finishing line. If my printing press fails, the entire operation halts. By trying to combine everything into one machine, you're introducing inefficiencies into the system. Setting up a printing press or a finishing line requires time, so why should the other components sit idle."

However, he does add, "Digital and analogue presses are complementary. Together, they enable converters to offer comprehensive solutions tailored to customer needs."

Trend 06: Automation transforms the workflow
Automation is no longer a luxury but a necessity in modern label production. Bobst Connect exemplifies this trend by automating processes from pre-press to post-production. Woods of Bobst notes, "Automation reduces reliance on skilled labour, accelerates job setups, and eliminates human errors, ensuring smoother production processes."

HP’s use of AI in predictive maintenance also reflects this shift. "Many industry professionals are aware of the importance of building effective infrastructure for services. Our approach involves using AI to address these technologies," says Appadurai. "Microsoft HoloLens allows remote assistance to label press operators. This technology enables us to solve 85% of the servicing needs virtually. We also utilise machine learning to implement a predictive risk scale. For instance, if a part in a printing press is likely to fail due to wear and tear in two days, our AI can predict this, allowing us to ship the necessary part to a customer."

Bert Van der Perre, chief commercial officer at Hybrid Software, states, "While we aren’t currently focused on colour management, we utilise AI to enhance our designs, notably in our Project Halo collaboration with Diageo."

Farb Technologies launched Hybrid Packz and Cloudflow, an integrated product suite from Hybrid Software aimed at enhancing pre-press efficiency within the label printing sector.

Van der Perre adds that machines are becoming more intelligent. "Currently, many machine operators handle setup. Reducing this workload can significantly boost efficiency on the shop floor. It's essential to integrate machine automation with system data."

Trend 07: Empowering small businesses and startups 
With India emerging as the global startup hub, the need for scalable and flexible packaging solutions has never been greater. In India, there are about 1,50,000 registered startups primarily looking for jobs of five linear metres per job. Additionally, there are five crore registered MSMEs (Micro, Small, and Medium Enterprises) in India, all requiring smaller, more frequent runs. "The world is shifting towards these smaller productions, and digital presses are perfectly positioned to meet this demand," says Appadurai.

Domino Printech is also enabling small-scale operations. Raorane explains, "Our compact digital presses are perfect for shorter runs, which are increasingly common among startups and MSMEs."

Epson’s LK Vasudevan adds another dimension. Epson has set up a demo centre in New Delhi, allowing converters to test substrates and explore digital options for short-run jobs. "We ensure they meet evolving customer expectations," says Vasudevan of Epson, who informs that Epson has introduced a new SurePress that meets the demand for short-run jobs. "With speeds of up to 50 metres per minute, the new press ensures cost-efficiency and high quality."

TPH Orient showcased its Orient Jet UV inkjet press for labels, alongside Orient Express Flex 450mm, a 10-colour double-servo press. Rishab Kohli of TPH Orient Group says, “It is designed to minimise operational expenses (OPEX), making it one of the most cost-effective ink delivery systems available. This results in significantly lower running costs, positioning the Orient Jet as one of the most affordable machines globally in terms of operational efficiency."

Kohli adds, "The trend in the print industry is shifting towards shorter runs and greater flexibility, driven by changes in demand."

About his Labelexpo experience, Ashok Sethi of Konica Minolta says, “Labelexpo 2024 has reinforced our commitment to democratising advanced printing technology. We're particularly proud that a significant portion of our new partnerships are with small and medium-sized businesses, many of whom are first-time entrants into digital label printing. Compounding on our previous efforts, Konica Minolta’s digital solutions have generated a ripple interest across the industry, where new print entrepreneurs, local substrate manufacturers, software integration partners, print equipment vendors, and regional distribution partners stood as key beneficiaries of Konica Minolta’s label and digital printing prowess.”

Trend 08: Regulatory and market drivers
Regulatory changes, such as mandates for clearer nutritional labelling, are driving innovation. Food and beverages dominate label demand, accounting for 55% of the market, followed by personal care and eCommerce. This underscores the need for adaptable solutions.

Woods says "Converters must adapt to new standards while maintaining efficiency. Our extended colour gamut (ECG) technology ensures compliance without waste."

Despite the industry’s rapid growth, challenges remain. As Ajit Singh of Siegwerk observes, "Converters face intense competition, rising input costs, and shrinking profit margins. Automation and digital solutions are critical for overcoming these hurdles." 

Dr Christopher highlights cost sensitivity: "Many converters worry about whether customers will pay for sustainable solutions. The key is to make these solutions cost-competitive." 

However, there is optimism about the future. Epson’s Vasudevan notes, "Digital printing is growing at 20% annually in India. As costs decline and awareness increases, this growth will accelerate."

Trend 09: Security and anti-counterfeiting measures
India's anti-counterfeit packaging market is projected to reach USD 24-billion by 2030, growing at a CAGR of 11.8% from 2022 to 2030. The ASPA's report indicates that 25-30% of certain products in India are counterfeit, with 27% of consumers unknowingly purchasing fake items. Alarmingly, 31% are willing to buy products even if aware they are counterfeit, reflecting a concerning lack of awareness.

Counterfeiting has escalated from USD 1-billion in 2013 to USD 3-trillion in 2023 globally, with about 28% of FMCG products being duplicates. Many brand owners hesitate to invest in anti-counterfeiting measures, viewing them as expenses rather than necessary investments that ensure long-term brand integrity and revenue protection. “There is a need to consider the return on investment (ROI) from implementing anti-counterfeiting strategies, which not only protect revenue but also safeguard brand integrity,” says Manoj Kochar of Holoflex, who has invested in a Weigang ZM-320 semi-rotary / intermittent die-cutting machine.

"There are several technologies which are available and these can be integrated as an authentication feature onto the product that needs packaging," he says. There are holograms with features, as well as lenses and flipping images, de-metallised effects, special performance inks like colour-shifting inks, plus inks that light up under specific lighting conditions.

Kurz’s Trust Seal, is one which combines holograms with QR codes, offering layered security.  A Kurz spokesperson elaborates. "Our patented Trust Seal technology provides both visual and digital authentication, enabling global tracking and counterfeit prevention."

In his argument on anti-counterfeiting solutions, Vasudevan of Epson, says, it is one of the reasons why adding digital printing solution to its print production arsenal is essential for converters. “They must embrace value-added and short-run labels that will enable them to provide comprehensive services beyond larger runs.” He adds, “Some digital presses offer features like inline varnish, combining finishes that allow for high-value products and security printing to help brands stand out and combat counterfeiting. As counterfeit goods rise, brands are focused on creating unique and attractive products while addressing security concerns.”

Like Epson, HP is addressing these concerns too. Appadurai says, "Our security printing solutions allow brands to incorporate advanced features, differentiating themselves while ensuring authenticity."

Trend 10: Strategic collaborations for growth
Collaboration is unlocking new possibilities for converters and brands alike. HP’s partnership with the Atal Incubation Centre supports startups by offering expertise in packaging design and marketing. "We support entrepreneurs by providing expertise in packaging design, digital marketing, and export readiness. This helps them scale their businesses without the burden of large inventories," informs Appadurai.

Kurz’s collaboration with HP on hybrid technologies further exemplifies the value of partnerships in driving innovation.

On the other hand, the Polyart Group’s collaboration with Innovia, part of the CCL Group, marks a significant strategic partnership aimed at strengthening Polyart’s position in the Indian market. Innovia, known for its high-quality injection moulding products, complements Polyart’s extensive range of labelling solutions, creating a synergy that benefits Indian converters and brands alike.

The decision to partner with Innovia is rooted in shared goals and complementary product offerings. Bruno Millery of Polyart explains that his company collaborated with Innovia because their product is comparable to Polyart's, a commodity injection coating of very high quality. “By combining Innovia’s strengths, we can offer a comprehensive range of blow moulding and injection moulding solutions tailored for the Indian market.”

Collaboration is vital for innovation and growth, says Bobst’s Wood. "Our partnerships with converters exemplify this,” he says, adding, “We’re not just selling machines; we’re offering end-to-end support to help converters meet market challenges."

In other partnership developments at Labelexpo 2024, Hyderabad-based flexo specialist Digiflex announced a partnership with Sri Lanka's JDC Group of Companies, a provider of advanced machinery and materials for the print and packaging industry, for its expertise in wide flex zones and pre-press design.

Meanwhile, Monotech Systems and Alliance Printech announced a strategic partnership, as part of which Alliance will become the official partner of Monotech Systems' inkjet imprinting systems for integration on their manufactured flexographic presses. Additionally, the two companies will join forces to develop new inkjet solutions, advancing the capabilities of printing technology for the label and packaging sectors.