HP plans to disrupt packaging market, says HP Indigo VP & GM at Dscoop Edge Indy

Above: HP Indigo V12 Digital Press

HP plans to “disrupt the packaging market”, with Noam Zilbershtain, VP and GM of HP Indigo, stating at Dscoop Edge Indy that the company plans to double HP Indigo’s flexible packaging footprint and volume every three years.

“We want to accelerate labels,” Zilbershtain told more than 1200 delegates in Indianapolis last week.

“In commercial printing, we want to expand, and today’s announcement will make it happen. In packaging printing, we want to disrupt the market and the growth will be terrific. And, we want to unlock new markets, all while emphasising our five core focus areas: quality, versatility, productivity, sustainability, and economics,” Zilbershtain said.

“The opportunity is huge – only 10 per cent of the entire market is digital print volume. Looking at labels, in the past seven years, Indigo customers grew seven times faster. HP has led the digital labels market for more than 20 years, holding more than 60 per cent of the market share and we are going to push the boundaries even further with the new LEPX and with the V12,” he said.

Zilbershtain announced at Dscoop Edge Indy that HP will roll out general commercial availability of the HP Indigo V12 Digital Press after successful beta site installations.

“We are officially eliminating the crossover point and shifting to a digital first mindset – an Indigo first mindset. At Drupa, the HP Indigo V12 will be commercially available to everyone, enabling digital printing for almost every job,” he said.

“My prediction is that in 20 years, the labels market will be primarily digital, but this will be the first market in my vision that will go fully digital. We’ve done it before and we’re going to do it again.”

Zilbershtain told delegates flexible packaging is HP Indigo’s fastest growing segment.

“In 2023, we grew by 27 per cent, while the overall market great about 4.5 per cent. In this segment, LEP is the only proven technology for digital, flexible packaging and with our HP Indigo 25K and the new HP Indigo 200K, we are revolutionising this industry and leading the market with more than 350 presses installed.

“Our goal for this market, we aim to double the HP Indigo flexible packaging volume every three years – double our footprint and double our volume every three years.”

At Dscoop Edge Indy, HP revealed its latest lineup of HP digital printing presses and intelligent solutions for the commercial printing and labels and packaging industries.

The pre-Drupa portfolio reveal included two new generation B2 presses, the HP Indigo 120K Digital Press and the HP Indigo 18K Digital Press, in addition to the HP Indigo 7K Secure Digital Press and innovations across the intelligent production floor.

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