The 9th drupa Global Trends Report, to be published in November 2023, is a clear statement of increasing confidence across almost all regions and markets. Printers and suppliers alike forecast it will be even better next year; which is good for drupa 2024. Of interest, digital's share of print revenues has remained almost static since 2014.

 DRupa Barometer Infographics GTR9 page 1Asia - including Oceania - leads the way in forecasted recovery for 2024

Drupa 2024 logo  Just nine months ahead of the blockbuster print trade fair, the 9th Global Trends in-depth survey, was conducted this year by Printfuture (UK) and Wissler (CH), when over 600 printers and suppliers from the drupa Expert Panel of senior decision makers. Globally, 32% more printers and suppliers described their company’s economic condition as ‘good’ compared with those that reported it as ‘poor.’ Amongst printers, almost all regions and markets were more buoyant than 2019, i.e. before Covid.

Richard Gray, Operations Director at Printfuture, stated: “While positive forecasts might be expected from Packaging and Functional printers, what was pleasing was the increasing confidence amongst Commercial and Publishing printers.” It would appear that commercial and publishing printers have weathered the worst of the impact of digitisation, are starting to plan ahead with more confidence.

Higher prices bring more confidence

The source of such confidence across all markets is clear from the financial performance figures provided. Globally 50% more printers raised prices in 2023 than lowered them, sustaining the pattern of last year, after the previous seven years of falling prices. Better revenues and margins have followed. This pattern was true across all markets, although there were regional variations.

Digital adoption is growing, but value share almost static

The resilience of Sheetfed offset print volume across all markets is remarkable, matched amongst Packaging printers by growth in Flexo. Digital toner cutsheet colour print volume remains the leader among digital print technologies. Globally the digital adoption – printers claiming more than 25% of turnover in digital – is growing from 26% in 2014 to 29% in 2023. At first sight this is only a modest growth. However, various industry sources show volumes have grown significantly since 2014 even though the digital adoption rate appears to be slowing down. (This tends to indicate that digital prices are reducing, while productivity and efficiency of digital equipment is growing - Ed)

Drupa digital shareA big surprise is the slowing rate of digital uptake and static share of printing dollars

Good prospects for investment

Capital expenditure tumbled during Covid, recovered a little last year and accelerated this year with 27% more printers investing more in 2023 than those who reduced expenditure; a better global figure than any year since 2017. An even higher investment rate is forecast for 2024, by both printers and suppliers. In general print technology and finishing remain the most popular targets, with sheetfed offset and digital toner cutsheet colour being the most popular technologies globally, though there are significant variations by market.

Strong industry growth forecasts must of course be balanced by recognition of stiff economic headwinds, with the risk of recession, or at least damaging inflation, now outweighing the impact of the pandemic and a wide variety of more specific regional socio-economic concerns. Sabine GeldermanSabine Gelderman

Sabine Geldermann, Director drupa and Global Head Print Technologies at Messe Duesseldorf, commented: “Printers and Suppliers know they must innovate to succeed in the longer term. I am confident that drupa 2024 will be the ideal opportunity to explore how best to achieve this objective.”

 The full report in English will be released by mid-November and will be available for sale from The executive summary will be available for free in German, English, French, Portuguese, Spanish and Chinese.

About drupa

Under the umbrella of the megatrends sustainability and digitalisation the international print and packaging sector will meet at drupa from 28 May to 7 June 2024. The world’s leading trade fair for print technologies is synonymous with inspiration, innovations, high-calibre knowledge transfer and intense networking. This is where the international top decision-makers of the industry meet and exchange ideas on current technology trends and ground-breaking developments.

Tickets, floorplans and exhibitor lists for drupa 2024 are now available in the ticket shop at


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