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Where the food and printing industries meet on digital technology
There is a multitude of moving parts in the food industry. Supply chains are extremely complicated, between manufacturers, suppliers and value-added processes. Consumer packaged goods providers represent one of the largest segments in the industry, and these companies have an expressed demand for more agile operations.
Commercial printers are a key partner for many CPG companies because they're responsible for helping them market products. In a large number of cases, these printers utilize digital technologies to provide their collaborators with printed marketing collateral. A recent study goes into detail about the extent to which CPG companies wish to use multiple types of printing solutions.
Printers play various, critical roles
Packaging World conducted research in collaboration with the Graphic Communication Institute at Cal Poly hoping to find out the marketing needs among CPG companies. The focus of the study was on the following six technologies: digital printing, Quick Response codes, augmented reality, near field communications, printed electronics and 3-D printing. According to the study, 42 percent of the companies said they weren't interested in any of these printing innovations. However, the most sought-after technology - 34 percent of respondents - was digital printing. The next most interesting resource for these companies was QR codes.
Why are CPG companies interested in digital printing?
There are several reasons why businesses find digital printing appealing. First, the amount of time it takes to bring items to market is very attractive. Along with this idea, digital gives companies the ability to rapidly produce prototypes to test their application in consumer markets. In addition, the technology gives CPG brands the chance to customize not only their packaging but also their marketing materials.
What do printers think about digital technologies?
While companies that depend on printing organizations to complete their work orders see a lot of potential in digital tools, there are differences of opinion among printers themselves. A collaborative study between Unisource Worldwide and WhatTheyThink? looked at the feedback of more than 400 individuals in the printing industry. Roughly a quarter of the respondents indicated 11 to 25 percent of their total sales come from digital printing, and nearly 30 percent said it made up less than 10 percent of this key metric.
But why do printers use digital presses? Much like the companies they work with, printing organizations leverage digital to do short runs. They also prioritize the ability to personalize products. In general, most printers don't see a huge difference in quality when comparing digital to offset printing. In fact, more than half - 53 percent - said that they were about even.
Regardless of the printing technology a company uses, Web-to-print solutions are a critical piece of the puzzle in helping create strong customer relationships. Keeping in mind that most printers and their clients place a premium on speed to market and customizable jobs, an online storefront that allows both parties access to marketing deliverables speeds up the process. A CPG business, for instance, can store templates online and make changes as they see fit. The printer can also rapidly customize work orders because the marketing items are immediately accessible.
