drupa Insights Explores Print Evolution & Growth
Print is evolving within the media mix, and print service providers (PSPs) are evolving with it. They are broadening their portfolios, moving into new applications, and increasingly crossing traditional segment boundaries. Recent analysis featured on drupa insights explores where these shifts are creating new business opportunities and what it takes to expand successfully into new markets.
Print Gains Ground in Integrated Media Mix
Sixty-nine percent of print buyers surveyed expect the share of print in their communications and media mix to increase over the next twelve months. Rather than signalling a return to traditional communication models, this points to a more deliberate allocation of roles across different channels, with print being deployed where physical presence, precise targeting, and tactile quality can make a distinctive contribution to communication.
At the same time, expectations of PSPs are changing. Customers are looking for faster response times, flexible run lengths, personalisation, and increasingly, digital and sustainable production processes. These requirements are particularly influential in labels and packaging, where they are shaping purchasing decisions, production strategies, and procurement. As a result, technology is increasingly being assessed in terms of the tangible value it creates across the value chain.
Convergence Opens Up New Business Opportunities
At the same time, traditional boundaries between segments of the printing industry are becoming increasingly fluid. PSPs are broadening their portfolios, moving into adjacent applications, and serving additional markets. This development is being driven by changing customer expectations, new production capabilities, and the search for growth beyond established core businesses.
The extent of this shift is illustrated by a 2025 Alliance Insights survey of North American PSPs, where 83% of the 339 respondents reported serving at least one segment outside their core business. To provide an international perspective, Alliance Insights supplemented the survey with research into verified business developments across Europe, Asia, South America, the Middle East, and Africa. Among the documented cases, packaging emerges as the strongest area for cross-market expansion, particularly in Asia and South America. While these examples point to broader international patterns, they should not be interpreted as representative market statistics for individual regions.
Nathan Safran, Vice President of Research and Consulting at Alliance Insights, comments, “Convergence opens additional growth opportunities. Expansion alone, however, is not a strategy. What matters is where customer demand, economic potential, and a company’s own capabilities come together.”
Automation, robotics, artificial intelligence, and integrated workflows can support expansion into new applications. They connect processes, increase flexibility, and help companies manage greater product variety and shorter runs economically. But technology alone does not create a viable business case. Turning technological capabilities into successful business opportunities depends on the interplay between market requirements, organisational readiness, and existing expertise.
drupa Insights Connects Markets, Technology, and Industry Practice
The Alliance Insights analysis of convergence is part of drupa insights, a platform that brings together international market and technology analysis with perspectives from industry practice. Topics range from automation, robotics, and artificial intelligence to packaging, the changing requirements of print buyers and brand owners, and the increasing convergence of market segments.
Sabine Geldermann, Director drupa, Portfolio Print Technologies at Messe Düsseldorf GmbH, says, “With drupa insights, we provide context for current industry developments and examine how they are affecting markets and business models.”
As part of the LEARN cluster, drupa insights facilitates continuous knowledge transfer ahead of drupa 2028, offering its analytical breakdown on convergence alongside expert contributions directly on the platform at www.drupa.com/insights
The next drupa will take place from 9–17 May 2028 at Düsseldorf Exhibition Centre. For further information, visit www.drupa.com
