Signs that modern flexo is taking off in Southeast Asia
After a recent visit to Vietnam, Miraclon’s Chief Marketing Officer, Emma Weston, looks at how the high expectations for flexo growth in Southeast Asia are finally materializing – as the demands for flexible packaging change, while continuing to grow…
New opportunities for flexo are taking off, and fast in Vietnam. Traditionally in Southeast Asia, gravure printing has dominated in flexible packaging production; while flexo has typically been reserved for corrugated packaging or label applications. For many years, flexo has been forecast to hit high growth levels across the region, but the advent of modern flexo – and its adoption by some pioneering printers here – means the industry is now realizing it’s a viable companion or alternative to the traditional gravure process for flexible packaging.
Modern flexo can meet the most demanding graphic reproduction requirements while delivering many other things that local and global brands need: shorter run lengths, the ability to accommodate rapid design changes, the drive towards environmentally-friendly packaging and a more sustainable supply chain. These are all areas where a modern flexo process can add value.
“Ultimately, I think it’s important to remember that brands are focused on getting the product they want, at the right cost, within the required time frame. Flexo is a powerful tool in a printer’s toolbox to meet these needs.”
Shifting perspectives
The amount of packaged goods in the region continues to grow quickly, not just from local brands selling to the Vietnamese consumer market, but from multinational brands selling regional variants of their product lines. The modern flexo process is ideal to meet those needs, but the universal acceptance, especially amongst brands, that flexo quality and consistency can compete on a level playing field with gravure still has a way to go.
The mindset is definitely changing though, with pioneering printers employing both flexo and gravure print production across a single product range, selecting the best process for the job each time based on run length, turnaround time and design flexibility requirements. They have worked with brands to agree on a ‘process agnostic’ approach where the printer decides on the appropriate production process and the brand has confidence that their specifications will be met regardless. It represents a step change in the region for flexible packaging production, and the acceptance of flexo, and it’s a successful business strategy. These printers are enjoying volume and revenue growth.
Ultimately, I think it’s important to remember that brands are focused on getting the product they want, at the right cost, within the required time frame. Flexo is a powerful tool in a printer’s toolbox to meet these needs.
There’s a massive opportunity for forward-thinking printers who have already invested in modern flexo. Having those state-of-the-art facilities ready to go, and the brand discussions underway, is key to real and rapid growth over the next few years.
As the demand for the production of packaged goods grows in Vietnam, there are clear signals that the industry is ready to invest in its future.
What the future looks like
I’m especially excited about the young, diverse workforce here. Globally, the print industry faces real challenges finding new people with the skills it needs, but in Vietnam, there’s lots of promising young talent coming in.
That’s undoubtedly helped by the level of investment that’s happening, and the rapid growth of the market here. It’s especially encouraging to observe so many women in key roles, from management to press operators. Those are all positive signs for the future of flexo – not just in Vietnam, but right across Southeast Asia.