Worldwide Market for Print 2.0, now available for purchase


The Association for Print Technologies (APTech) and the Printing and Paper Technology Association within VDMA, the Mechanical Engineering Industry Association of Germany (Verband Deutscher Maschinen- und Anlagenbau) announce the joint comprehensive study “Worldwide Market for Print 2.0: Global Opportunities in Publishing Printing and Marketing and Commercial Printing” (WWMP) is now available for purchase.

According to the new study, print packaging, publishing printing, and marketing and commercial printing, the largest industry segments, which account for a majority of the worldwide market, are projected to expand from $389bn in 2017 to $421bn in 2020, increasing by 2.7% on average per year. Further, the study projects, print packaging will have healthy annual global growth of 4.5% through 2020; print growth will be dragged down by publishing printing, which will contract at an annual rate of 2%; and, marketing & commercial printing will grow at a moderate pace of 0.7%.

For this first ever co-produced multi-phased study by global association leaders, APTech and VDMA Printing and Paper Technology, a team of consultants from The Economist Intelligence Unit, the business information arm of The Economist Group and world’s leading provider of country intelligence, worked closely with a joint task force of APTech and VDMA member companies to conduct the most comprehensive research and analysis to date on the global print packaging, publishing printing and marketing & commercial printing markets. In 2013, APTech (formerly NPES) published the landmark “World-wide Market for Print: Identifying Global Opportunities for the Print Industry” study, which framed an understanding of the size of the global print and imaging industry. Acknowledging the significance of this world view and continuing the WWMP study series, APTech and VDMA Printing and Paper Technology forged a unique new partnership resulting in the new multi-phased WWMP 2.0 study series. Phase one (published in 2016) focused on print packaging; phase two, (published in 2017) investigated the publishing and marketing & commercial industry segments. Both studies examined global markets within 26 countries, which combined represent 80% of global GDP and 70% of the world’s population.

The outlook for publishing printing will remain challenging over the next five years with the rise of digital media and decline in printed advertising sales continuing to create a difficult environment. As of 2017, the top five publishing printing markets in the world are China, U.S., Japan, UK and France, which together account for over 71% of the global market. With exchange rates expected to level out in the coming years, the growth in marketing & commercial printing revenues will rebound in 2017–21. While the U.S., UK, Germany, China and France are the five largest marketing & commercial printing markets, Asia-Pacific is the fastest-growing region, with India, Indonesia and Vietnam leading the way. With the worldwide connection to the internet, publishing printing and marketing & commercial printing are losing ground, especially in developed markets. Conversely, in emerging markets, technology has allowed countries to advance to digital media, however, printing is still a cheaper and more effective medium where fewer of the population are regularly online.

The accelerated growth of emerging markets underscores the dominant trends and driving forces identified in this study. Recommendations from The Economist Intelligence Unit for equipment manufacturers, suppliers, printers, and brand owners include, identifying and investing in key country markets based on business priorities and regional focus; seeking value throughout each area of the supply chain; focusing on specialized market niches; adapting to changing market dynamics; and, improving data analytics in all business areas.

Both WWMP studies examined key country demographics, investigated global and regional trends, sized the historical publishing and marketing & commercial industries from 2012–2016 (print packaging from 2011–2015), and provided an analytical view forward through 2021 (through 2020 for print packaging), complete with recommendations for APTech and VDMA members to leverage worldwide business opportunities.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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