The lines between the various printing sectors are becoming increasingly blurred. According to a 2025 survey conducted by Alliance Insights of 339 North American printing service providers, 83% engage in at least one activity outside their primary market.
This trend is also affecting other regions of the world, where packaging is emerging as one of the main growth areas. Drupa Insights, developed by Messe Düsseldorf, the German organizer of the Drupa trade show, analyzes this diversification and the growth opportunities it offers printers.
Packaging: The Leading Market for Diversification
To round out its North American study, Alliance Insights examined specific examples of diversification in Europe, Asia, South America, the Middle East, and Africa.
Among the examples identified, packaging appears to be the primary market for printers expanding into new business areas, particularly in Asia and South America. The authors of the study note, however, that these observations do not constitute representative statistics for each regional market.
Automation, robotics, artificial intelligence, and the integration of production workflows facilitate this diversification.
However, their adoption must meet a commercial need and draw on the expertise of printers. "Convergence opens up new opportunities for growth. However, expansion alone does not constitute a strategy. What matters is the alignment of customer demand, economic potential, and each company's unique capabilities." , notes Nathan Safran, vice president of research at Alliance Insights.
Print media continues to play a role in communication
Another key finding from this study is that 69% of print buyers surveyed plan to increase the share of print in their communications over the next 12 months. In particular, they value the physical presence of print, its tactile qualities, and its targeting capabilities.
Clients are also demanding greater responsiveness, flexible print runs, customization, and digital and sustainable production processes. These expectations are particularly evident in the label and packaging markets.
