Packaging: The Lifeline of the Modern Printing Industry

The printing industry, once synonymous with newspapers, magazines, and brochures, is undergoing a profound transformation. The digital revolution has dramatically altered how we consume information, leading to a steady decline in traditional commercial printing. Yet, amid this disruption, a new champion has emerged: packaging. As Kamal Mohan Chopra, chairman of the World Print Communication Forum, succinctly puts it, “The printing industry would have been dead without the packaging boom”.

The Decline of Commercial Printing

For decades, commercial printing was the backbone of the print industry. From glossy magazines to corporate brochures, print was the primary vehicle for communication and advertising. However, the last ten years have seen a seismic shift. Chopra notes, “Worldwide, commercial printing is declining by nearly 5% annually”. This trend is echoed in global statistics: between 2020 and 2022, the printing industry shrank by almost 15%, with employment in the sector expected to fall by 20% in the next five years. The reasons are clear:

Digitalization: The rise of digital media, e-books, and online advertising has reduced the demand for printed materials.
Automation and Consolidation: Larger printers are absorbing smaller ones, and automation means fewer workers are needed to run presses.
Changing Consumer Habits: Audiences now consume news, entertainment, and information through screens, not paper.

The result? A steady erosion of the traditional commercial printing market, with many businesses struggling to adapt.

The Packaging Boom: A New Era

While commercial print volumes decline, packaging is experiencing robust growth. Chopra highlights, “On the contrary, the packaging industry is growing at 9% to 11% every year”. In some regions, such as India, the growth rate is even higher, reaching up to 15% annually. Globally, the packaging market was valued at $1.24 trillion in 2024 and is projected to reach $1.69 trillion by 2034, growing at a compound annual growth rate (CAGR) of over 3%.

Why Packaging?

Several forces are driving this packaging renaissance:

E-commerce Explosion: The rise of online shopping has dramatically increased demand for packaging. Every product ordered online requires protective, branded packaging to ensure safe delivery and create a memorable unboxing experience. As Chopra observes, “The arrival of e-commerce has given a boost to packaging that has allowed the printing industry to adapt, survive and excel”.
Branding and Presence: Packaging is no longer just about protecting goods. “It is no longer about ink on paper – it is about presence and branding,” says Chopra. Packaging is now a critical touchpoint for brands, influencing consumer perceptions and buying decisions.
Regulatory and Consumer Demands: Stricter regulations in sectors like pharmaceuticals and food, as well as consumer demand for sustainable and innovative packaging, are fueling industry growth.

Everything Is Packaged: The Ubiquity of Packaging

Chopra’s observation, “Now everything is packaged, even water,” underscores the pervasiveness of packaging in modern life. From bottled water to electronics, cosmetics to groceries, packaging has become indispensable. It serves multiple functions:

Protection: Safeguarding products during transit and storage.
Information: Displaying ingredients, usage instructions, and regulatory details.
Marketing: Differentiating products on crowded shelves and online marketplaces.
Sustainability: Responding to environmental concerns with recyclable and biodegradable materials.

Technological Transformation in Print and Packaging

The shift toward packaging has also accelerated technological innovation in the printing industry. Traditional letterpress and offset printing are being supplemented—and in some cases replaced—by digital and nanographic printing technologies. These advances offer:

Faster Turnaround: Digital printing allows for short runs and quick changes, ideal for the fast-paced world of e-commerce.
Customization: Variable data printing enables personalized packaging, enhancing customer engagement.
Cost Efficiency: New technologies reduce waste and lower production costs, especially for high-volume packaging runs.
AI Integration: Artificial intelligence is beginning to optimize print production and automate design, further improving efficiency and accuracy.

Challenges and Opportunities for Printers

While the packaging boom offers a lifeline, it also presents challenges, especially for small and traditional printers. The industry is becoming more capital-intensive, with advanced equipment and premium materials raising the bar for entry. As one small business owner notes, “It is no longer a space for the common traditional commercial printer. The tools are expensive, it’s hard to stay competitive. It is no longer a space for small players but more advanced and innovative ones”.

However, for those able to adapt, the rewards are significant. The demand for high-quality, innovative, and sustainable packaging is only expected to grow, driven by:

E-commerce: Online retail sales have grown by 55% over the past two years, creating a surge in demand for efficient and visually appealing packaging.
Globalization: As brands expand into new markets, packaging must meet diverse regulatory and cultural requirements.
Sustainability Trends: Consumers and governments are pushing for greener packaging solutions, opening new markets for eco-friendly materials and processes.

The Future: Adaptation and Transformation

The printing industry’s evolution is a story of adaptation. “In a way, the print industry didn’t decline—it adapted. It is transforming. And packaging is its new avatar,” Chopra concludes. The industry’s survival and growth now hinge on its ability to innovate, invest in new technologies, and embrace the changing landscape of packaging.

Key Takeaways for Industry Stakeholders

Invest in Technology: Embrace digital, nanographic, and AI-driven printing solutions to stay competitive.
Focus on Branding: Recognize packaging as a vital brand touchpoint, not just a protective layer.
Prioritize Sustainability: Develop eco-friendly packaging to meet regulatory and consumer expectations.
Adapt to E-commerce: Design packaging for the unique demands of online retail, including durability, convenience, and unboxing experience.

Conclusion

The printing industry has weathered a storm of digital disruption, but the packaging boom has provided a new lease on life. As commercial print volumes decline, packaging is driving production print growth, reshaping the industry’s future. With its blend of innovation, branding, and indispensability, packaging is not just saving the print industry—it is redefining it for the 21st century.

In today’s world, it’s not about ink on paper—it’s about presence, branding, and the power of packaging to connect products with people. As long as there are goods to move, protect, and promote, the printing industry will continue to adapt, survive, and excel.