Bridging the disciplines: labels to flexible packaging

In 2025, the global flexible packaging market is undergoing a profound transformation, driven by sustainability, digitalization and evolving consumer expectations. For narrow web UV label printers, this shift presents a timely and strategic opportunity to diversify into flexible packaging—a move that not only leverages their existing strengths but also positions them at the forefront of one of the packaging industry’s fastest-growing segments.

A natural evolution for label converters

Traditionally, self-adhesive label converters have been among the most agile and innovative players in the print industry. Their ability to adapt quickly to market demands, embrace new technologies, and deliver high-quality, short-run work has made them leaders in a sector known for its diversity and speed. These same qualities make them ideally suited to pivot into flexible packaging.
Modern narrow web UV flexo presses—especially those equipped with servo drives and modular configurations—are already capable of handling a wide range of substrates beyond pressure-sensitive label stock. Films, foils, laminates, and paper-based materials can be printed, laminated, and converted inline, enabling converters to produce flexible packaging formats such as stand-up pouches, sachets, shrink sleeves, flow wraps, and lidding films without major capital reinvestment.

Why now? Global trends driving demand
The timing for this diversification couldn’t be better. According to industry reports, the flexible packaging sector is being reshaped by several key global trends:

Sustainability takes center stage
With increasing pressure from regulators and consumers, brands are demanding packaging that is recyclable, compostable, or made from renewable resources. Flexible packaging—especially when designed with mono-material structures—offers a lower carbon footprint compared to rigid alternatives due to its lightweight nature and reduced material usage. Narrow web printers can capitalize on this by offering eco-friendly pouch and sachet solutions using recyclable films and solvent-free adhesives.

Convenience and portability
Today’s consumers prioritize convenience. Flexible formats like resealable pouches and single-serve sachets are in high demand across food, beverage, personal care, and pharmaceutical sectors. These formats align perfectly with the capabilities of narrow web presses, which excel at short-run, high-mix production.

E-commerce and smart packaging
As e-commerce continues to grow—projected to account for 23% of global retail by 2027—brands are seeking packaging that is durable, lightweight, and visually impactful. Flexible packaging meets these needs while also enabling interactive features like QR codes, NFC tags, and digital product passports. Label converters already familiar with variable data printing and embellishments are well-positioned to deliver these smart packaging solutions.

Food safety and barrier innovation
Advances in barrier films and migration-resistant adhesives are making flexible packaging safer and more reliable for food applications. This opens doors for narrow web printers to enter markets such as snack foods, frozen meals, and ready-to-eat products, where shelf life and safety are paramount.

Digital printing and customization
The rise of digital and hybrid printing technologies is enabling converters to offer personalized, regionalized, and seasonal packaging with minimal waste. This trend mirrors the evolution of the label sector and provides a seamless transition for converters already experienced in digital workflows.

Product opportunities for narrow web printers
By leveraging their existing equipment and expertise, narrow web UV label printers can expand into a variety of flexible packaging formats, including:

•    Stand-up pouches: Ideal for snacks, pet food, and personal care products.
•    Sachets: Widely used in health supplements, condiments, and cosmetics.
•    Shrink sleeves: Perfect for full-body branding on bottles and containers.
•    Flow wraps: Common in confectionery, bakery, and medical device packaging.
•    Lidding films: Used for high-barrier applications in food and pharma.

These products not only offer higher margins but also allow converters to deepen relationships with existing customers by offering a broader packaging portfolio.

Strategic and operational benefits
Diversifying into flexible packaging also brings several strategic advantages:

•    Customer retention and growth: Offering flexible packaging solutions helps converters become one-stop partners for brand owners, increasing customer loyalty.
•    Capacity utilization: Many narrow web converters have underutilized press time. Flexible packaging jobs can help fill this gap without disrupting label production.
•    Market resilience: Flexible packaging serves a wide range of industries, providing a buffer against downturns in any single sector.
•    Innovation leadership: Early movers can position themselves as innovation leaders, attracting new business and enhancing brand reputation.

Conclusion: a future-proof opportunity
As the packaging landscape evolves, narrow web UV label printers have a unique opportunity to lead—not just follow—the flexible packaging revolution. By leveraging their existing assets, embracing new substrates, and aligning with global trends, they can unlock new revenue streams, deepen customer relationships, and future-proof their businesses.
The flexible packaging market is no longer a distant opportunity—it’s a present-day imperative. For label converters ready to innovate, diversify, and grow, the path forward is clear—and flexible.

Chris Ellison is Labelexpo's Flexible Packaging Ambassador and Managing Director at OPM Labels & Packaging Group Ltd.