Flexible packaging continues to gain momentum across the broader printing and converting landscape, presenting both an opportunity and a challenge for label converters looking to expand their capabilities. Driven by sustainability demands, changing consumer preferences, and advancements in materials and production technologies, the segment is evolving rapidly, and in ways that increasingly overlap with the traditional narrow web market.

Flexible packaging’s growth is being fueled by strong demand across key end-use markets. Analysts estimate the global flexible packaging is valued at more than $350 billion, with steady annual growth projected through the end of the decade. According to research from Smithers, demand for flexible packaging is expected to expand at a rate of roughly 4-5% annually, outpacing many traditional packaging formats.

Much of that growth is being driven by food and beverage applications, which account for more than half of total demand, as well as continued expansion in sectors such as pharmaceuticals, personal care, and e-commerce. At the same time, brand owners are accelerating commitments to more sustainable packaging, with a growing emphasis on recyclable and mono-material structures by 2030. Together, these trends are reshaping both material development and converting strategies across the value chain.

For converters, the question is no longer whether flexible packaging is growing – that has been well established. The more relevant question is if, and how – and to what extent – it fits into their long-term strategy.

A natural extension for label converters

In many respects, a move into flexible packaging is a logical progression for label converters. Core competencies like web handling, color management, and digital workflow integration translate well into flexible packaging production. Meanwhile, brand owners are looking for partners who can offer a broader range of packaging solutions – a one-stop-shop, so to speak – from pressure sensitive labels to pouches and other flexible formats.

This convergence – a word being used a lot these days in the package printing industry – is being accelerated by the continued push toward shorter runs, faster turnaround times, and greater SKU proliferation. As brands look to differentiate on-shelf and respond to shifting consumer demand, the ability to produce smaller quantities efficiently becomes critical. Digital and hybrid technologies have played a major role in enabling this shift, and many of those same platforms are now being adapted for flexible packaging applications.

Still, the transition is not without its challenges. Flexible packaging introduces a different set of requirements, particularly in areas such as barrier performance, sealing, and substrate compatibility. For converters accustomed to working primarily with labels, these factors can represent a significant learning curve.

Sustainability drives innovation

If there is one factor shaping the flexible packaging segment more than any other, it’s sustainability. Regulatory pressure, brand commitments, and consumer expectations are all driving change across the value chain.

In Europe, the much talked about Packaging and Packaging Waste Regulation (PPWR) is accelerating this shift, with phased requirements that will impact material selection, recyclability, and overall packaging design. Similar trends are emerging in North America and other regions, creating a global push toward more sustainable solutions.

For flexible packaging, this often means moving away from traditional multi-material laminates toward structures that can be more easily recycled. That, however, is easier said than done.

Flexible packaging has long relied on complex, multi-layer constructions to deliver the barrier properties required to protect products – particularly in food and beverage applications. These structures can include multiple polymers, coatings, and adhesives – all working together to preserve freshness, extend shelf life, and ensure product safety. The challenge is that these same characteristics make them difficult to recycle through conventional systems.

From multi-material to mono-material

In response, suppliers across the industry are developing new approaches designed to balance performance with recyclability. One of the most notable developments in this area is the shift toward
mono-material structures.

Bobst, for example, has been at the forefront of this movement with its oneBARRIER family of products. The portfolio includes PrimeCycle, a polyethylene-based structure, and FibreCycle, a paper-based alternative. Both are designed to replace traditional multi-material packaging while maintaining the barrier properties required for demanding applications.

Initially introduced as prototypes, these solutions have since been validated at commercial scale, demonstrating that recyclable structures can meet real-world production and performance requirements. For converters, this represents a significant step forward, as it brings sustainability-focused materials closer to everyday production environments.

At the same time, it highlights the complexity of the transition. Not all applications require the same level of barrier performance, and developing solutions that align with specific product needs remains a key area of focus.

Rethinking barrier requirements

One of the more interesting developments in flexible packaging is the recognition that ultra-high barrier performance is not always necessary. In some cases, a medium-to-high barrier may be sufficient, depending on the product, its sensitivity, and the intended shelf life.

This shift has the potential to simplify both material structures and converting processes. By reducing the number of layers or coatings required, converters can move closer to solutions that are easier to recycle while also improving efficiency on-press.

It also opens the door to new material combinations and processing approaches, creating additional opportunities for innovation. As suppliers continue to expand their portfolios, converters will have more options to match specific applications with the appropriate level of performance.

Behind oneBARRIER

To learn more about Bobst’s oneBARRIER technology, we caught up with Sara Alexander, marketing and communication manager, Flexible Packaging, Bobst.

LNW: What has been the impact of oneBARRIER to date?
Sara: oneBARRIER, and what it represents, is a real game-changer, and we are starting to see its impact expand for our customers. Sustainability is a central focus for all our customers, but the technical complexities of developing and manufacturing sustainable flexible packaging with the right, recycle-ready barrier can be daunting.

By combining our oneBARRIER know-how with our vacuum metallizers and coating lines, Bobst can help converters to consistently produce top quality polyolefin-based or paper-based recycle-ready ultra-high or high barrier packaging, with faster time-to-market from day one. Many of our customers are already benefiting from this, which, in turn, is supporting wider sustainability goals.

LNW: So, what’s next for oneBARRIER?
Sara: From the beginning, the vision for oneBARRIER has been for a family of solutions. This means that on one hand we can develop many different combinations and solutions with our partners based on the market needs, availability, and convertibility. On the other hand, converters are able to choose the right solution for their situation.

A key focus for Bobst is currently broadening the oneBARRIER family and expanding its applications. For example, we need to work on solutions with different substrates and chemicals. We also need other options than just ultra-high barrier solutions. We need different barrier solutions for different market situations. And we need to find ways to simplify the process even further. So, we are exploring a lot of exciting options.

LNW: Can you talk more about going beyond ultra-high barrier solutions? Why would we need packaging that doesn’t provide an ultra-high barrier?
Sara: Not all food packaging requires an ultra-high barrier because the necessary protection level depends entirely on the specific food’s sensitivity, desired shelf life, and storage conditions. For many products, a medium-to-high barrier is sufficient. And for some, such as certain types of cheese that get ruined within a completely airtight seal, it’s necessary.

So, we are investigating a medium-to-high barrier solution. And that instantly helps to simplify the process too, because it is developed without the primary, first coating pass. It’s an exciting development, and we look forward to sharing more information on this soon.

LNW: Can you see oneBARRIER being introduced for other industry sectors such as folding carton and corrugated in the future?
Sara: Yes, certainly. We’re not quite there yet, but research and development is happening at pace. And because we now have all the experience of developing oneBARRIER in flexible packaging, it gives us a bit of a head start.

LNW: What other key trends can you see in the future?
Sara: I think we will start to hear a lot more about home compostability, as well as recyclability. We have to be pragmatic. Many countries still have little recycling infrastructure. Compostable packaging can be disposed of in an environmentally responsible manner and is becoming increasingly readily available, driven by rising consumer demand, regulatory pressure, and material innovations. Now it’s about making it really viable on an industrial scale, making it machinable. I think this will be a very interesting trend to watch in the future.  

Technology and process considerations

While materials are a critical piece of the puzzle, technology and process control remain equally important. Flexible packaging production places a premium on consistency, particularly when it comes to print quality, registration, and sealing performance.

Advancements in press technology, including improvements in flexographic printing and hybrid configurations, are helping to address these requirements. Automation is also playing an increasingly important role, enabling converters to streamline workflows, reduce waste, and improve overall efficiency.

At the same time, inspection and quality control systems are becoming more sophisticated, allowing converters to detect defects earlier and maintain tighter tolerances throughout the production process.

For label converters entering the flexible packaging space, these considerations underscore the importance of investing not only in equipment, but also in process knowledge and operator training.

Innovation on display

The pace of innovation in flexible packaging is perhaps best illustrated by the Flexible Packaging Association (FPA) Achievement Awards, which continue to serve as a barometer for where the industry is heading.

This year’s competition – marking the program’s 70th anniversary – featured 108 submissions across 360 category entries, with 28 packages ultimately earning 36 awards. The breadth of winners reflects a segment evolving on multiple fronts simultaneously, from sustainability and materials science to printing innovation and shelf impact.

At the top of the list is the POUCH3 Cuboid format from Sun Centre USA, which earned the competition’s Highest Achievement Award. The design reimagines traditional pouch geometry, delivering a box-like, headspace-free structure that uses up to 30% less material than conventional formats while maintaining functionality and shelf presence. Built from a recyclable mono-material polyethylene structure, it highlights the industry’s push toward circularity without sacrificing performance.

Sustainability-driven innovation was a consistent theme across many of the top entries. A standout example is the Australian Organic Vanilla Custard mono-material retort pouch, developed by Flavour Makers and Cheerpack Asia Pacific. The structure represents a significant advancement in retort packaging, combining full recyclability with the high barrier performance required for shelf-stable food applications – long considered one of the more difficult challenges in flexible packaging design.

Other entries demonstrated how sustainability and performance are increasingly being engineered together. SmartSolve’s water-soluble pouch technology, for example, provides a biodegradable alternative for single-use applications, while PaperWave air cushions – made from 100% recycled paper with a compostable structure – illustrate how flexible packaging is expanding into protective and e-commerce applications with reduced environmental impact.

Printing innovation was equally well represented. Bryce Corporation’s transition of Doritos packaging from a seven-color expanded gamut to a four-color flexographic process showed how converters are pushing the boundaries of color management while reducing ink usage and improving press efficiency. 

Similarly, Nosco’s digitally printed Koeze pouch highlighted how high-end tactile finishes and variable graphics across multiple SKUs can be achieved without compromising barrier performance or
production efficiency.

Shelf impact and consumer engagement also remain critical drivers. Printpack’s Harry Potter Butterbeer Goldfish packaging leveraged metallization and bold graphics to create a premium, limited-edition look designed to stand out at retail, while other entries incorporated matte finishes, varnish effects, and advanced embellishments to enhance visual appeal.

For FPA competition judge Fred Crowe, managing partner of Crowe and Associates, the most striking aspect of this year’s competition was not just the individual innovations, but the pace at which the industry is advancing.

“It’s been a real pleasure…seeing the ingenuity and engagement of converters, their customers, and their suppliers,” Crowe said of the judging process. “They’re bringing incredible ideas to execution.” 

That execution, he noted, has accelerated significantly in recent years.

“The amazing thing to me is the execution that has taken place and how dramatically it has progressed over the last two or three years,” Crowe said. “You see a significant amount of new technology being brought to the forefront, along with creativity – not only from converters, but also from product development teams – finding ways to solve these challenges.” 

Taken together, the award winners reinforce a central theme: flexible packaging is not evolving along a single path. Instead, progress is being driven by a combination of material innovation, process optimization, and creative design – often within the same package.

Looking ahead

As flexible packaging continues to evolve, converters are faced with a range of decisions about where – and how – to participate.

For some, the move into flexibles will be a natural extension of existing capabilities, supported by investments in new equipment and processes. For others, it may represent a more significant shift, requiring a reevaluation of business models and market focus.

What is clear is that the segment will continue to grow, driven by the same forces that are reshaping the broader packaging industry: sustainability, efficiency, and the need for differentiation.

At the same time, the lines between labels and flexible packaging are becoming less distinct. As technologies converge and customer expectations evolve, converters that can bridge these categories may be best positioned to capture new opportunities.

Ultimately, success in flexible packaging will depend on more than just technology. It will require a combination of technical expertise, strategic vision, and a willingness to adapt to changing market conditions.

For label converters, that may represent a great challenge – but also a great opportunity.

Enhancing shelf appeal with cast and cure technology

NBi FlexPack, a Wisconsin-based manufacturer of custom flexible packaging, has introduced its use of a technology that utilizes electron beam (eBeam) coatings to create cast and cure graphics on digitally-printed packaging. Cast and cure is a process that imprints a custom watermark or holographic effect on flexible packaging finishes like security marks on ID cards. 

“NBi FlexPack is one of the few companies in the world that has a custom made 30″ eBeam cast and cure unit,” says Jeff Leto, vice president of sales, NBi FlexPack. “This technology gives us the power to offer brand owners a competitive advantage over their competition to give their packaging star power to attract consumers with its distinct embellishment, as well as the latest advancement in brand protection.” 

By leveraging eBeam technology, NBi FlexPack’s cast and cure solution creates striking visual effects through light reflection. The  result is a highly distinctive appearance that immediately draws consumer attention on store shelves. In addition to its visual impact, the technology provides a powerful layer of brand protection. The embedded holographic or watermark elements are extremely difficult for counterfeiters to replicate, helping brands safeguard their products and maintain consumer trust.