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From labels to flexible packaging: Why more converters are making the move


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or much of the last two decades, labels and flexible packaging operated in parallel but largely separate spaces. Different technologies, different investment cycles, different production environments.


If you were a label converter, flexible packaging often felt like an entirely different industry — one that required a major leap in equipment, expertise and infrastructure. Today, that perception is changing rapidly. Across the market, we are seeing a growing number of converters with strong digital label


backgrounds exploring flexible packaging as a logical next step in their business evolution. This shift is not being driven by hype or sudden disruption. It is being driven by customer demand, production realities and the simple fact that packaging workflows are becoming more connected than ever before. From my perspective, working closely with converters across Europe, I have found that conversations have changed significantly over the last few years. Businesses that once focused exclusively on labels are now asking practical questions about pouch production,


lamination, workflow integration and scalable entry points into flexible packaging. More importantly, they are beginning to realise that many of the skills they already possess translate naturally into this environment. The market itself is evolving quickly. Brands today are launching products at a pace we have never seen before. SKU counts continue to rise across sectors such as food, coffee, cosmetics, nutraceuticals, supplements and pet care. Product cycles are shorter, campaigns are more targeted and packaging volumes are increasingly fragmented.


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May/June 2026


www.convertermag.com


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