“Sustainable packaging production is currently the most important topic for us and its importance will continue to grow”

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Kerstin Haase of Heidelberger Druckmaschinen AG talks to us about packaging industry trends, digital advancement, sustainability and plenty more.

What outstanding trends do you see in the packaging industry?

The packaging market remains a promising and dynamic growth market that offers numerous opportunities. Packaging is also one of the main channels in brand communication with – or perhaps because of – increasing digitalization. Campaigns with a high degree of interaction between packaging and consumers are coming up. This is happening in an industry that is becoming more and more global and in which the complexity of business and production processes is also increasing. The requirements are constantly getting higher: faster innovation cycles, shorter delivery times, more complex printing and finishing, high flexibility and additional services are in demand. In addition, there is a shortage of qualified workers.

The challenge here is the speed with which packaging printers have to adapt to the new requirements and the need to network with customers and suppliers – which is what we are talking about with digitization, the topic that will also dominate drupa next year.

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