This survey by Stratego Group's Printing Research Centre offers a glimpse of the corrugated cardboard industry through a summary of comments and opinions expressed directly by the operators who took part in the survey. The survey involved the range of hardware and software available to printers and converters of corrugated cardboard, as well as the users of these instruments, i.e. the printers and converters who process corrugated cardboard for the various application areas. 

Domestic market sentiment

All the most authoritative analytical sources indicate a strong world-wide rise in the corrugated market. The survey panel made up of both printers/converters and technology suppliers, however, provided a mixed snapshot of national sentiment.

In fact, it can be seen that almost 80% of technology suppliers expect 2023 to be a year of growth, while the outlook expressed by printers seems much more guarded, with just over 20% expecting growth, 30% expecting a decrease, and almost 50% of respondents predicting a year of stagnation.

In these differences of vision, the role of foreign markets is evident, which, for the technology suppliers interviewed, are decisively important. In this regard, it is worth mentioning that the corrugated cardboard converting machinery sector has a particularly strong and significant Italian industry at a global level (we are the second largest manufacturer in Europe after Germany), and there are also domestic manufacturers for printing applications that are of importance for the entire world market.

Analyses of technology providers

It is the tertiary (transport) packaging sector in which the supplier companies offer the best opportunities. For about 60% of the respondents (question Q16), in fact, this packaging type will increase more than primary packaging (still indicated as developing by 50% of the panel), secondary packaging (where 40% of the respondents expect good prospects) and displays, which represent another classic market outlet for corrugated cardboard.

Europe remains a major target market for the suppliers interviewed (90% indicated it as their market of interest and outlet), followed by East Asia (40%) as well as Central/South America and non-EU European countries, both indicated by 30% of the panel.

The possibility of corrugated cardboard breaking into new types of applications (such as primary packaging with microwave cartons) is indicated as relevant by 75% of the panel, while only 25% consider it a minority trend. Therefore, there is a strong interest in new openings, also driven (according to 70% of the panel) by the further increase in home deliveries, and by the growing tendency to personalise packaging, which, for more than 80% of the interviewees, will encourage an innovative use of corrugated cardboard transport boxes.

What did the converters say?

The printers and converters who responded to the survey basically manufacture all three main product categories: transport boxes (85% of respondents), secondary packaging cases (65%) and displays (over 70%).

Material types and printing techniques

The issue of using recycled material is important for everyone (Q42). 50% of the panel of respondents use more than 75% recycled cardboard for the production of boxes, displays, cases, another 35% of respondents use at least 50% recycled cardboard. This is a fine example of a circular economy in which Italy is at the forefront. Flexographic technology dominates when it comes to printing (installed by 85% of respondents), 40% also use digital printing and 35% offset printing.

How will the technology develop?

The survey also investigated product and process innovation expectations (Q23), and gathered various types of feedback. Printing machines (for 50%) and raw materials (37.5%) are the areas where developments are most expected, and - interestingly - looking into the matter, 50% of the panel indicated energy saving as one of the most anticipated innovations. Ecological and economic sustainability thus appears to be the focus of attention, reinforced by the statements of 20% of the panel who expect further progress in reducing emissions. A good 25% also expect innovations from augmented reality applications. On the other hand, with regard to the application areas that will benefit most from these innovations, the responses showed a balance between the various outlet sectors: food (fresh and frozen), pharmaceutical and industrial are all indicated as markets to focus on.

A high propensity to invest

As far as investment plans are concerned, almost 60% of the panel say they would like to make investments to improve the systems already used, followed by 50% of respondents intending to purchase new printing systems and 50% planning to purchase software. Post-printing is also on the radar of more than 25% of respondents. Only 7% of the panel stated that they would not invest in production/process systems. So, corrugated cardboard is an interesting market, which places a strong value on materials and shows that sustainability (including sustainability of the production cycle and measured in energy savings) and communication (printing) are issues that enable packaging and its use to be diversified through tools such as augmented reality and personalisation.