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TRANSCRIPT
Dr Sean Smyth
Digital Cartons – 2016 is a Good Time
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Agenda
Drupa launches – the Digital Packaging show
The Carton Market, digital is arriving!
Drivers – what do brands and retailers want?
Barriers
Futures
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Who we are
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Dr Sean Smyth
Printing technologist
Smithers Pira consultant and analyst
Research and author “Future of Digital Print for Packaging to 2020”
Journalist: Smithers Pira; WhatTheyThink; FlexoTech; Digital Labels & Packaging; RadTech; Ink World; PIA
Non-exec Director at printing companies
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Packaging is changing
Packaging protects goods, promotes them and informs customers
Helps reduce waste
It has fed & protected mankind, enabled social changes
New upstart brands want professional, high quality packs (for the minimum cost!)
In 2016 brands (and retailers) want more:
• to sell more volume
• to sell at higher prices
Digital packaging can help achieve these aims
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Packaging is changing
More SKUs
• more variants (size, colour, allergen free, no-fat, no-sugar)
• more regulation (ingredients, legibility, FIR, pharma regs)
• event driven (Euro 16, Rugby World Cup, Olympics, movie/TV)
• more languages
Falling run lengths
Interacting with the digital world
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Big brands want to change . . .
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Big brands want to change . . .
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“Advertising is almost as important as packaging”
AG Lafley Chairman of the Board, President, and CEO of P&G
Big brands want to change . . .
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Big brands want to change . . . .
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Big retailers want to change . . . .
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Brand owner requirements
To build emotional involvement with the customer through packaging
To “Premiumise” their brand
To gain approval of their brand
Its not just cost reduction
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Personalised dog food
JUST RIGHT–Purina premium brand
Allows them to know the pet
Huge owner involvement
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Digital packaging allows a 50% premium price!
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Applications – personalised condoms anyone?
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Market Data
Constant (2015) value in €
real changes, eliminates inflation/currency exchange fluctuations
Value of cartons from converter
includes substrate, design & prepress where converter supplies, not filling
Digital includes prototyping
Print volumes, equivalent A4 single prints
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W European folding carton market
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W European Digital carton market forecasts
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Remember drupa?
Why the change now?
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Why the Growth in digital?
Market drivers – technology pull
Use digital beside analogue to benefit both
New technology coming to market – technology push
Investment in developing digital packaging solutions is growing
New systems in the pipeline
Bespoke integrations in place
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Market drivers for adoption
Economic short runs
Fast turn round
Security and brand protection
Engagement
Environmental benefits
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Small agile company response
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Rapid response
Drivers for Adoption
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Supply Chain pressures
Current model is under pressure
Many stages & players
Too much time
Too much cost
Too much waste
Retailing is changing as consumption changes
Upstart brands
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Agility is important
Powerful mantra, be agile
Test new ideas rapidly, discard ones that don't work
Learn and succeed
Workflow, colour management
Low/no touch automation of order processing
Evolving into a “Darwinian Selection Engine”
Formal innovation processes, there are many techniques to minimise risks
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Brand owner requirements
To build emotional involvement with the customer through packaging Digital cartons do this
To “Premiumise” their brand Digital cartons do this
To gain approval of their brand Digital cartons do this
Its not just cost reduction Digital cartons add more value
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Conclusion
Digital cartons opens new opportunities and will grow rapidly
Understand market dynamics – more than litho replacement
Workflow, board, print, coating, cut & crease, fold & glue
DON’T IGNORE THIS OPPORTUNITY!
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Thank you for your attention
Dr Sean Smyth – Print Consultant
Smithers Pira
Leatherhead, Surrey, KT22 7RU UK
Phone: +44 1372 802113
www.smitherspira.com
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