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Printers optimistic about economic conditions: Drupa

October 13, 2023  By PrintAction Staff

The ninth Drupa Global Trends Report is a clear statement of increasing confidence across almost all regions and markets. Printers and suppliers alike forecast it will be even better next year.

The findings come from the ninth Global Trends in-depth survey, run this spring by Printfuture (U.K.) and Wissler (C.H.) with over 600 printers and suppliers from the Drupa expert panel of senior decision makers. Globally, 32 per cent more printers and suppliers described their company’s economic condition as ‘good’ compared with those that reported it as ‘poor’. Amongst printers, almost all regions and markets were more buoyant than 2019 (i.e. before COVID).

Richard Gray, operations director at Printfuture, stated, “While positive forecasts might be expected from packaging and functional printers, what was pleasing was the increasing confidence amongst commercial and publishing printers.” It would appear that commercial and publishing printers have weathered the worst of the impact of digitization, are starting to plan ahead with more confidence.


Higher prices bring more confidence

The source of such confidence across all markets is clear from the financial performance figures provided. Globally, 50 per cent more printers raised prices in 2023 than lowered them, sustaining the pattern of last year, after the previous seven years of falling prices. Better revenues and margins have followed. This pattern was true across all markets, although there were regional variations.

Digital adaption is growing

The resilience of sheetfed offset print volume across all markets is remarkable, matched amongst packaging printers by growth in Flexo. Digital toner cutsheet colour print volume remains the leader among digital print technologies. Globally, the digital adoption – printers claiming more than 25 per cent of turnover in digital – is growing from 26 per cent in 2014 to 29 per cent in 2023. At first sight this is only a modest growth. However, various industry sources show volumes have grown significantly since 2014 even though the digital adoption rate appears to be slowing down.

Good prospects for investment

Capital expenditure tumbled during COVID, recovered a little last year and accelerated this year with 27 per cent more printers investing more in 2023 than those who reduced expenditure; a better global figure than any year since 2017. An even higher investment rate is forecast for 2024 by printers and suppliers. In general, print technology and finishing remain the most popular targets, with sheetfed offset and digital toner cutsheet colour being the most popular technologies globally, though there are significant variations by market.

Strong industry growth forecasts must, of course, be balanced by recognition of stiff economic headwinds, with the risk of recession, or at least damaging inflation, now outweighing the impact of the pandemic and a wide variety of more specific regional socio-economic concerns.

Sabine Geldermann, director Drupa and global head print technologies at Messe Duesseldorf, commented, “Printers and suppliers know they must innovate to succeed in the longer term. I am confident that Drupa 2024 will be the ideal opportunity to explore how best to achieve this objective.”

Drupa will run from 28 May to 7 June 2024. Tickets are now available.

The full report will be released by mid-November and will be available for sale from The executive summary will be available for free.

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