As label converters explore new ways to grow their business, flexible packaging has emerged as a go-to option. Most equipment in label printing shops is capable of accommodating flexible packaging, which is extremely popular in the food, beverage, and pharma segments.

The market has delivered its vote of confidence to flexible packaging, too. Consumers have been attracted to flexible packaging because it is easy to store and carry, as well as open and reseal, especially with pouches. Brand owners find flexible packaging a cheaper option than their rigid alternatives and they occupy less space when not filled. Finally, retailers can fit more flexible packaging in their warehouse compared to rigid packaging. 

“Flexible packaging is a growing industry and is also extremely resilient since the largest end-use segments are food, beverage and pharma,” explains Ken Brown, business development manager, Bobst. “Flex pack is a solution that’s easy to carry, easy to open and reseal, and from an aesthetic viewpoint, the package could benefit from a 360° graphics. Last but not least it could also extend the shelf life of a product when compared to some kind of rigid packaging.”

As converters become more technologically advanced, the market is trending toward flexible packaging, notes Brown. “We are observing a technology shift, mainly driven by reduction of run-length, from analog to digital for what concerns pressure sensitive labels, and from wide web analog to narrow web analog (and marginally digital) for what concerns flexible packaging,” he says. “Label converters are looking more and more into flexible packaging, especially those with analog equipment. In most cases, they need to decide whether to invest in digital equipment as not to lose their pressure sensitive label customers and/or adapt their analog equipment to enter the flexible packaging market.”

Sustainability is also a major concern for the flexible packaging market. According to Bobst, flexible packaging is often mentioned by brand owners as the most difficult area of packaging to hit their sustainability targets. Therefore, brands are looking for partners that can help them achieve their Ellen MacArthur Foundation and other voluntary goals.

“The biggest long-term driving factor in decisions for flexible packaging, as well as the overall packaging industry, remains sustainability,” states Brown. “Many brand owners have either signed onto the Ellen MacArthur Foundation 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.”

In addition to being a main goal, sustainability also presents some challenges in the flexible packaging market. “Flexible packaging is often mentioned by brand owners as the most difficult area of packaging to hit their sustainability target, also because today there is not a clear direction toward paper or plastic, and converters should be able to offer both and have the technologies and know-how to deal with both in order not to lose their attractiveness,” explains Brown.

Other challenges include color consistency – such as from labels to flexible packaging – and market know-how. Plus, having the right equipment in place is critical. Bobst offers a wide range of equipment solutions to serve the labels, flexible packaging, and carton markets.

Finding a knowledgeable partner is key, as well. Bobst provides the technologies and expertise, from digital to narrow web analog and wide web analog, notes Brown, to find the best solution according to customer needs and to optimize production.

“In most cases, flexible packaging production involves additional processes compared to label production,” says Brown. “For example, lamination would require the label converter to invest in additional equipment and training for the company’s workforce. But also for simply printing, converters would need, in some cases, to invest in additional equipment. For example, they might need to print last or first down-white with water-based or solvent inks.”

Bobst’s new Atlanta Competence Center, located in Cumming, GA, USA, features a wide range of equipment available for demonstration. From the VISION CI flexo press to the Digital Master series, the printing specialist has solutions housed in the new 28,000 square-foot, state-of-the-art facility. The Competence Center is approximately five times larger than the previous demo center in Alpharetta, GA, and features space for industry partners to help foster higher quality label and flexible package printing.