Veröffentlicht am: 11.10.2026 um 10:01 Uhr:
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drupa: Print Markets in Transition: drupa Insights Reveals New Growth Opportunities
» Print Strengthens Its Role in Modern Communication
The role of print within integrated communication strategies continues to evolve. According to recent findings, 69 percent of surveyed print buyers expect the share of print in their communication and media mix to increase over the next twelve months.
Rather than signalling a return to traditional marketing approaches, the trend reflects a more strategic use of channels. Print is increasingly valued for qualities that digital media cannot easily replicate, including physical presence, precise audience targeting and tactile engagement. As brands seek meaningful ways to connect with customers, printed products are becoming an important complement to digital communication.
At the same time, customer expectations are changing. Print service providers are being asked to deliver faster turnaround times, greater flexibility, personalised products and more sustainable production methods. These demands are particularly evident in the labels and packaging sector, where purchasing decisions and production strategies are increasingly influenced by efficiency, sustainability and value creation across the supply chain.
Convergence Creates New Pathways for Growth
Alongside these market developments, the printing industry is experiencing growing convergence between traditionally separate segments. Print service providers are expanding into adjacent applications, entering new sectors and broadening their service portfolios in response to changing customer needs and emerging production capabilities.
The scale of this transformation is illustrated by a 2025 survey conducted by Alliance Insights among North American print service providers. The study found that 83 percent of the 339 respondents serve at least one market segment beyond their core business area.
To place these findings in a global context, Alliance Insights also examined verified business developments across Europe, Asia, South America, the Middle East and Africa. The research identified packaging as the strongest area of cross-market expansion, particularly in Asia and South America. While the findings indicate broader international trends, they are not intended to represent comprehensive market statistics for individual regions.
Nathan Safran, Vice President of Research at Alliance Insights, notes that convergence can open significant growth opportunities. However, he emphasizes that expansion alone is not a business strategy. Sustainable growth occurs when customer demand, economic potential and a company's existing capabilities align effectively.
Technology Enables Expansion, but Strategy Remains Essential
Advanced technologies are playing a key role in supporting diversification across the industry. Automation, robotics, artificial intelligence and integrated workflow systems help companies improve efficiency, connect production processes and manage shorter runs and greater product variety more economically.
However, technological capability on its own is not enough to guarantee success. The ability to transform innovation into profitable business opportunities depends on a balanced combination of market understanding, organisational readiness and operational expertise.
For many companies, the challenge is not simply adopting new technologies, but identifying where those technologies can create genuine value and support long-term business objectives.
drupa Insights Connects Markets, Technology and Practice
The Alliance Insights study on market convergence forms part of drupa insights, a knowledge platform that combines international market research and technology analysis with practical industry perspectives.
The platform covers a broad range of topics, including automation, robotics, artificial intelligence, packaging, the evolving expectations of print buyers and brand owners, and the growing convergence of market segments. Its goal is to help industry professionals understand emerging trends and assess their impact on business models and market development.
Sabine Geldermann, Director drupa, Portfolio Print Technologies, explains that drupa insights provides context for current industry developments and helps businesses understand how these changes are influencing markets, investment decisions and future growth opportunities.
Building Knowledge on the Road to drupa 2028
As part of the LEARN cluster, drupa insights supports continuous knowledge transfer across the international print and packaging industry. The platform offers access to expert analyses, market research and strategic insights designed to help companies navigate a rapidly changing business environment.
The next edition of drupa, the world's leading trade fair for printing technologies, will take place from 9 to 17 May 2028 at the Düsseldorf Exhibition Centre. As the industry continues to evolve, platforms such as drupa insights are helping businesses identify new opportunities and prepare for the next phase of growth in the global print market. «
Source: Press release by C. Müller of Messe Düsseldorf dated 6 October 2026 / text edited with the help of Copilot (AI)