Flexible packaging has emerged as a new frontier for label converters and suppliers alike. Manufacturers are delivering the tools to help label printers expand their book of business in an increasingly competitive marketplace. Equipment manufacturers are producing wider presses, and substrate suppliers are optimizing materials for this burgeoning segment.

The numbers illustrate a landscape ripe with opportunity, too. According to the Flexible Packaging Association (FPA), flexibles now account for a 21% share of the packaging market in the US, second only to corrugated cardboard at 22%. These figures are up from 19%, equating to roughly $42 billion in revenue in 2022.

The FPA expects strong growth numbers to come in for 2023, as well – approximately $49 billion.

“Much of this growth over the past few years can be attributed to the pandemic and the need for shelf-stable food, health and wellness products, including personal protective equipment, like masks and disinfecting wipes, medical supplies, such as vaccinations, and the rise of e-commerce, take-out and home delivery, which continue to be used today even after the effects of the pandemic have subsided,” explains Alison Keane, president and CEO, FPA.

“The US flexible packaging industry is estimated to grow to $50 billion by 2027, for a CAGR of 3.3%,” adds Windell McGill, digital launch manager, BW Converting, PCMC. “Flexible packaging is the second largest packaging segment behind corrugated, and it is so popular because it uses less materials than rigid packaging, making production and shipping costs less. It’s also extremely popular for food products, where it can keep food safe by extending the shelf life by keeping oxygen and moisture out and keeping the aroma in.”

The opportunity is not necessarily new, though. Converters are realizing that their new label presses are optimized for flexible packaging runs.“Label converters have found opportunities in the flexible packaging market for many years,” states Jerry Henson, regional sales manager, Mark Andy. “As run sizes continue to contract in the flexible packaging space, this has opened up more and more opportunities for companies with narrow to mid-web flexo presses on their production floors capable of handling these unsupported materials and smaller job sizes.”

“Flexible packaging is a growing industry and is also extremely resilient since the largest end-use segments are food, beverage and pharma,” adds Ken Brown, business development manager, Bobst. “Flexible packaging is becoming extremely popular for several reasons that are beneficial for consumers. And for brand owners, they are cheaper than their rigid alternatives and they occupy less space when not filled. Retailers can also fit more in their warehouse compared to rigid packaging.”

According to Henson, there are strong trends toward flexible packaging on supermarket shelves. Numerous products are shifting from a labeled product, like a glass jar or high density polyethylene container, to pouches and other flexible packaging formats as consumer packaged goods companies look for new ways to market their products and appeal to consumers.

“The flexible packaging market is very popular and is growing year over year,” adds Alex Bullock, business development, Omet Americas. “Many converters are showing interest in the flexible packaging market because they see a great opportunity. The demand for shrink sleeves and pouches is up, and having the capabilities to offer this to their customers will be beneficial. Many of them are interested in seeing how Omet can help them enter this market with our solutions in the mid-web segment.”

In many cases, consumers are driving the demand for flexible packaging. “Significant growth has been driven by several factors, including consumer preferences, sustainability, cost-effectiveness, and technology innovations,” states Renee Schouten, vice president of marketing, INX International Ink Co. “At INX, we have found that consumers increasingly prefer flexible packaging due to its convenience, lightweight nature, and resealable options.”

There are inherent advantages to utilizing flexible packaging. For starters, there is a wider canvas to help boost brands on crowded shelves. “Flexible packaging, particularly pouches, allow for a wide variety of beautiful print and graphics, many on five or six sides of the package – it isn’t just front and back anymore,” states Keane. “Sides and gussets allow for a brand to promote their product. It also allows for more space for product and packaging information.”

In addition to greater brand promotional space, flexible packaging is lightweight, convenient, and uses less material. “Flexible packaging optimizes the volume and weight of packaging necessary to protect products, it has the smallest package-to-product ratio, using the least amount of packaging necessary,” remarks Keane. “It also reduces water and energy consumption and greenhouse gas emissions during production, as well as the storage of the package, and reduces the product manufacturer’s greenhouse gas emissions during transportation.”

Narrow web suppliers have emphasized the shift to flexible packaging more recently. Bobst, for example, recently held an open house in Europe dedicated specifically to flexible packaging. Connected by a theme of  “Unwrap the future of flexible packaging,” visitors witnessed Bobst’s Vision CI flexo press, designed to fit seamlessly into today’s high-pressure sustainability landscape.

Emilio Corti, regional market director, Bobst North America, says, “Bobst is leading innovation across all packaging segments, helping customers face a very tough market with unprecedented challenges. Flexible packaging printers, in particular, are under pressure, as the demand for more sustainable products and production methods accelerates, which is why Bobst has built its dedicated portfolio with those very needs at the heart of developments.”

There are several challenges to entering the space. “You need the right equipment to start, and the investment is high,” says Bullock. “Many converters only have capabilities up to 13″ wide, and for this market you need minimum 17″ wide. Omet has 17″, 20″, 26″ and 33″ wide solutions.”

“We are observing a technology shift, mainly driven by reduction of run-length, from analog to digital – for what concerns PSL labels – and from wide web analog to narrow web analog (and marginally digital) – for what concern flexible packaging,” explains Bobst’s Brown. “Label converters are looking more and more into flexible packaging, especially those with analog equipment. In most of the cases, converters need to decide whether to invest in digital equipment as not to lose their PSL customers and/or adapt their analog equipment to enter the flexible packaging market.”

Bobst offers presses that range from digital to narrow web analog and wide web analog. The company’s products and processes are also tailored to entry into this market.

“Fibrecycle is a first step into flexible packaging because, as a PSL, it is surface printing and does not require lamination,” notes Brown. “This solution also addresses another challenge that is related to sustainability and to address brand owners’ needs of sustainable packaging solutions. Plus, our processes include oneECG to ensure color consistency across different applications of the same products and different technologies.”

From an ink standpoint, inks for flexible packaging must adhere well to various substrates like plastic films, foils, and laminates. They should also be compatible with the printing process used, such as flexographic, gravure or digital printing, to ensure optimal print quality and adhesion.

“Flexible packaging undergoes bending, stretching, and handling throughout its lifecycle,” says Schouten. “Inks need to maintain their integrity and color vibrancy despite these stresses, ensuring the packaging retains its visual appeal and branding over time. Inks must resist chemicals, moisture, and oils to prevent smudging, fading, or contamination of the packaged contents. Depending on the printing process, inks may also require different curing or drying methods to achieve proper adhesion and durability.  

“UV curing, solvent evaporation, and heat drying are common techniques used in flexible packaging printing,” adds Schouten. “Inks used for flexible packaging must meet stringent regulatory requirements, especially regarding food contact materials. They should be formulated with safe and compliant ingredients to ensure consumer safety and regulatory compliance. Ink technology for flexible packaging may differ from what is used for label applications due to the unique requirements of each.”

Materials pose another obstacle. “There are some thinner unsupported films that are better suited to a CI press than an inline system due to some of the added web-path stability that a CI press can offer,” comments Henson. “To become successful in this space, Mark Andy works closely with our customers in ensuring the widest range of unsupported substrates possible can be run through our presses. This is where a close partnership is critical.”

Henson cites Mark Andy’s ability to excel in web handling as a remedy for these challenges. “Our team possesses extensive expertise in managing thin, extensible materials, ensuring superior performance in registration and tension control,” he says. “Our innovative design solutions enable us to handle delicate films and intricate substrates with precision, maintaining quality throughout the printing process. Precision heat management is critical in printing and laminating thin-extensible films. We meticulously control the process to prevent any deformation, ensuring that the final products retain their integrity and visual appeal. We provide tailored lamination solutions, customized to meet the specific requirements of each product. Whether it’s barrier properties, durability, or print quality, we ensure that the finished structures perform to the necessary standards by utilizing a variety of lamination adhesives.”

Another challenge, especially when food is involved, centers around regulatory compliance. “The industry is subject to stringent regulatory requirements, particularly concerning food contact materials, safety, and environmental standards,” notes Schouten. “This requires the navigation of complex regulations to ensure products meet all applicable legal and regulatory requirements. They will also face competition from large multinational corporations, as well as smaller, niche players that have already established strong market positions and customer relationships.  

“To succeed in the flexible packaging market, new entrants must differentiate their products and offerings from competitors,” she adds. “Effective supply chain management is critical since it involves sourcing raw materials, managing inventory, and coordinating production and distribution activities. They must also build robust supply chain networks to ensure reliable and efficient operations.” 

INX has also engineered products to answer challenges here. “Advances in printing, laminating, and barrier technologies, such as the INX Ecostage GBX Oxygen Barrier Coatings, have expanded the capabilities of flexible packaging and allow for enhanced product protection, shelf life extension, and branding opportunities,” remarks Schouten. “Our INX Ecostage GB-XA oxygen barrier coatings are formulated to address food safety and preservation issues, as well as improvements in sustainability and recycling.”

Flexible trends

When perusing the aisles of most grocery stores, a vast number of brands have made the switch to flexible packaging. There are several reasons why, especially from an aesthetics standpoint.

“Flexible packaging can be customized in various ways, including unique shapes, different textures, and specialized finishes that can help brands stand out,” explains Mark Andy’s Henson. “Mark Andy works with our flexible packaging customers to make sure that the applications that they’re producing are not only noticeable by consumers but memorable as well.”

“With eye-catching designs, customizable features, added value with premium finishes helps brands stand out on the shelf when using flexible packaging,” adds Omet’s Bullock. “Also, sustainability messaging and adaptability to new designs are elements that contribute to the popularity of flexible packaging.”

The opportunity present in flexible packaging has led a multitude of label converters to explore market entrance. “There has been a trend over the last five to seven years for label converters looking to grow their business to evaluate moving into flexible packaging,” says PCMC’s McGill. “Flexible packaging is a much larger market than the label market with fewer converters to service it.

“For a label converter, the opportunity to offer more solutions to their existing customer base is appealing,” adds McGill. “Figure out the value proposition that you want to provide, and then deliver super-fast turnarounds, longer run lengths, mass customization at scale, etc.”

The trend led PCMC to host an event dedicated solely to flexible packaging. The inaugural Power Packs Live event took place on April 23-25, 2024, where PCMC’s Packaging Innovation Center served as a resource for demos, trials and training along with research and development opportunities.

PCMC and its sister companies within the Barry Wehmiller family – Hudson Sharp, Baldwin and Stanford – offer second generation wider and faster digital hybrid flexible packaging presses, CI and inline flexo presses, stand-up pouch lines, vision systems and slitters.

“We were excited to host flexible packaging converters in Green Bay, WI, not only to show them a digital press printing at speeds not seen before but also to learn about the business opportunity for longer run length digital print production and mass customization at scale,” states McGill. “We believe it presented a true learning experience to attendees.”

Consumers have also been drawn to the functionality aspects of these items. “Flexible packaging products can incorporate functional features like resealability, easy opening and greater portability,” says Mark Andy’s Henson. “These characteristics cater to consumer preferences for convenience and usability, and we will continue to see more labeled products migrate to different flexible packaging formats for these reasons.”

Another trend lies in the equipment. Manufacturers are increasingly offering wider presses to meet demand for both labels and flexible packaging.
Mark Andy’s Performance Series and Evolution Series presses stand out as some of the most advanced inline narrow and mid-web flexographic presses available today, says Henson, serving not only the label market but also the flexible packaging and specialty sectors.

Omet, meanwhile, offers different platforms, such as the X6, KFlex, X7 and VaryFlex, that can be customized to convert flexible packaging material with excellent results. “We have state-of-the-art technology for tension control for film, and complete auto-registration in automatic function resulting in the highest print quality, regardless of the skills of the press operator,” notes Omet’s Bullock.

Sustainable solutions

As with other forms of labels and packaging, from pressure sensitive to shrink sleeves, flexible packaging is experiencing the mandatory shift to more environmentally friendly materials. There is an emphasis on full circularity for flexible packaging, whether that be end-of-life recyclability or compostability.

“I see the opportunity for the label segment to help realize that shift by printing directly on packages, so that they are readily recyclable or more easily recycled,” comments FPA’s Keane. “There is an opportunity to work with product manufacturers on designs that allow shrink sleeves and wrap-around labels to work seamlessly with the primary package in today’s material recovery facility, as well as those of the future. The benefit of expanding into flexible packaging is to give their clients a one-stop shop for packaging solutions, versus only one part of a package often seen as an ‘add-on’.”


“The biggest long-term driving factor in decisions for flexible packaging, as well as the overall packaging industry, remains sustainability,” adds Bobst’s Brown. “Many brand owners have either signed onto the Ellen MacArthur Foundation (EMF) or have their own goals that closely align with the principles that all packaging be recyclable, compostable, or reusable by 2025. While it is unlikely that many companies will hit this target, it is – and will continue to be – a driving factor toward decision making by brand owners around packaging materials for the foreseeable future. Flexible packaging is often mentioned by brand owners as the most difficult area of packaging to hit their sustainability targets and continue to look for partners that can help them achieve their EMF and other voluntary goals.”

Suppliers have developed a plethora of sustainable options. For example, INX offers products like INX Genesis washable inks for shrink labels that can help brand owners achieve sustainability goals and help consumers feel confident in their product choices. These high-performance washable inks make it easier to recycle plastic films, allowing for the circular reuse of recovered material.

“Sustainable and eco-friendly packaging materials and design choices can appeal to environmentally-conscious consumers,” states INX’s Schouten. “Brands that prioritize sustainability in their flexible packaging solutions can leverage this messaging to enhance brand image and appeal to a growing market segment.”

In addition to the numerous notable advantages associated with flexible packaging, there is also a waste component at play. “Flexible packaging also greatly reduces food loss and waste, so it reduces food insecurity and the cost of food for consumers,” explains FPA’s Keane.  She adds, “It also has many resealable and portion control attributes that other packaging types do not, enabling a more measured but satisfying eating experience for consumers. Lastly, it has features that allow for on-the-go and skip-the-tableware and utensil eating, which is not only convenient for consumers, it also reduces their overall waste portfolio.”