Many converters perceive digital label printing technology as costly – a view influenced not only by the higher upfront investment but also by its reputation for elevated consumable expenses, with the cost per label often being the main consideration when evaluating new printing methods.
While this allows for a straightforward comparison, converters who base purchasing decisions solely on consumable costs may overlook hidden expenses tied to analogue technologies and miss the added-value potential that a digital printing press can offer.
Converters assessing the total cost of ownership and ROI of digital label printing should take a broader perspective, factoring in potential new business opportunities, operational efficiency, market demands, and any concealed costs within their existing workflow.
Factors Influencing Return on Investment
Just-in-time Printing
According to FINAT, the primary reason brands request digital printing is the ability to run shorter print jobs – a trend that continues to grow as brands pursue waste reduction and sustainability goals through just-in-time production.
Digital printing’s suitability for short runs and rapid turnaround eliminates the need for brands to place large label orders that risk becoming obsolete or excessive. Insights from brand owners reveal that over 30% of printed labels are often discarded due to legislative changes or ingredient updates, which render existing designs outdated and necessitate new print runs with updated information.
Just-in-time label production using digital technology enables brands to print only what is required to meet current demand and to quickly adapt to labelling changes, thus helping to minimise waste.
From both financial and environmental perspectives, digital printing offers compelling benefits. While more frequent, smaller print runs may come at a higher per-label cost, brands can still achieve savings if this cost is lower than the value of unused labels that would otherwise be discarded. This makes a higher cost per label justifiable in many scenarios.
Furthermore, just-in-time printing empowers converters to maximise the use of their digital assets by responding swiftly to rising demand for short-run jobs, thereby attracting new business and strengthening customer relationships through the ability to deliver stock flexibly and on demand.
Digital presses also offer added value through variable data printing, playing a vital role in meeting the growing requirement for variable 2D codes. These capabilities are especially significant as brands prepare for Sunrise 2027, which will see QR codes powered by GS1 combine promotional, supply chain, and point-of-sale data.
Press Downtime
Time is money, and maximising press uptime is crucial for converters aiming to produce the highest number of labels each day. Any period of downtime can significantly impact a converter’s ability to achieve a strong return on their press investment.
Digital presses, when compared with analogue technologies, require far less set-up. Real-time, inline image processing – made possible by digital workflows – plays a valuable role in reducing press downtime and increasing productivity, with the Digital Front End (DFE) enabling streamlined job preparation. Digital printing eliminates the need for plate creation, requires minimal mechanical set-up time, and allows for quick adjustments to the production schedule to accommodate last-minute jobs.
In contrast, setting up a flexographic (flexo) press can be a lengthy process. Each job changeover demands mechanical set-up and leads to increased consumption of materials, as ink and substrate are often wasted while fine-tuning print quality, colour accuracy, and registration.
For flexo converters handling a broad mix of jobs, the time spent on changeovers can often exceed the time needed to actually print the job. As a result, changeover time – rather than press speed – becomes the limiting factor in overall productivity.
Converters operating both digital and flexo presses understand that the technologies are most effective when used together. Digital printing serves as a powerful complement to flexo, enhancing productivity and profitability. It enables converters to allocate longer, more profitable runs to flexo presses, while using digital to capture new, short-run business and handle quick-turnaround jobs efficiently.
Printing Press Operator Skills
Labour often represents the largest share of a converter’s overall operating costs. Recent interest rate rises and inflation have only intensified this pressure, with 71% of printing service providers identifying wage-related concerns as their top business challenge, according to the BPIF Printing Outlook Q1 2025.
At the same time, skills shortages within the print industry have driven up the cost of hiring experienced professionals capable of operating flexographic (flexo) equipment and have made it increasingly difficult to find suitably skilled staff.
In contrast, many converters report that it is easier to recruit operators for digital printing and finishing equipment. Digital presses are generally more straightforward to operate than traditional flexo machines, and candidates with strong technical aptitude often adapt quickly, requiring minimal training.
This difficulty in sourcing skilled labour is prompting a shift in mindset across the industry. Converters that may not have the workforce available to support an additional flexo line are instead turning to digital technology as a practical and scalable alternative.
In fact, one in four respondents to the BPIF survey indicated plans to invest in digital printing technology during 2025. Furthermore, half are actively exploring automation and workflow enhancements to help address staffing challenges and improve operational efficiency.
Print Workflow Management
Once a converter decides to invest in digital printing technology – particularly when aiming to boost production speed – it becomes essential to evaluate every stage involved in producing the final label. This helps determine whether a digital roll-to-roll or hybrid press will deliver the best overall results.
A newly installed hybrid press with integrated finishing capabilities typically offers a seamless, optimised process where all elements function in harmony. However, integrating a digital roll-to-roll press into an existing multi-stage workflow can present more complexities, requiring a thorough assessment of the full label production process.
Such a multi-stage workflow may involve numerous upstream and downstream systems, often linked by manual handling. While upstream converting equipment generally ensures a steady feed of substrate to the press, downstream processes can become bottlenecks, ultimately slowing output and diminishing return on investment. Converters seeking to fully leverage the speed of digital presses must ensure that their finishing equipment matches or exceeds the press’s capacity to maintain optimal throughput of completed labels.
It’s also crucial for converters investing in high-speed presses to ensure they can consistently secure enough orders to make full use of the increased capacity. An underutilised press will fall short of delivering the expected return. This challenge can also arise in digital hybrid printing setups, where the digital print engine – typically the most expensive component – may experience significant downtime during the set-up of flexo stations. In scenarios where suitable offline finishing systems and staffing are available, a roll-to-roll press may prove to be the more efficient and cost-effective option, offering faster ROI through near-continuous operation and separate offline finishing.
Conclusion
When investing in a new digital label press, converters should take a holistic view, weighing up the overall value the press can bring to their business—not just the upfront cost, consumable expenses, or print speed.
Partnering with a digital press supplier that offers dependable technology, supported by tailored service and support, can make a significant difference. The right supplier will help converters scale their operations effectively and maximise the return on their investment.
