Variable Data Printing Market

2020 Market Analysis and Review : Variable Data Printing Market by Application - QR Code Printing, Label Printing, Card Printing, Sticker Printing etc., for 2020 - 2030

Variable Data Printing Market Outlook & Key Findings

  • Global variable data printing market likely to grow at over 12% in 2020, as COVID-19 propels its adoption in healthcare and food & beverages industries
  • Product labels printing to gain traction in the forecast period as it provides dynamic data, content, and creative packaging as well as flexibility in labelling
  • Variable data printing software segment to grow 3.8x between 2020 and 2030
  • Electronics & electrical segment in VDP market to register a 13% CAGR as the demand for customizable consumer electronics increases
  • Innovations such as handheld or portable variable data printers and template variable data printing technology are the recent innovation that save cost for the entire printing process

Variable Data Printing Market Thrives on Transforming Food & Beverages Sector

The leading players are providing variable data labels with sequential numbering, linear barcodes, QR codes, or custom data options to communicate important product data in a specific format. The variable data printed labels are ideal for product tracking and inventory control in the overall supply chain. In recent years, smart tracking of inventory has played a huge role in uptake of variable printed labels.

Manufacturers are adding ultra-thin, flexible printed circuitry to printed labels to ensure genuineness of products and easy tracking for smooth supply chain and distribution. In addition, they are also focusing on printing directly onto objects ranging in size from a bottle cap to a basketball and virtually on any surface, irrespective of material. These factors are expected to widen the scope of printing options for end users, changing the game for packaging in the coming years.

The market for variable data printing is also being driven by stringent regulations by food and safety authorities across multiple nations have promoted the use of high quality variable data printed labels. Norms to offer end users accurate information about food packaging, manufacturing date, expiry date, and ingredients amongst others has impelled the food and beverage industry to focus on labelling.

Increasing consumption of microwavable food products, especially during the ongoing pandemic, is expected to fuel the demand for automated printed.  Affordability of variable data printing along with excellent quality that can stand extreme weather changes will make it a top choice for the food and beverage industry. By the end of 2030, the food and beverage segment’s expenditure will be 3.6x on variable data printing.

Regulatory Requirement Necessitates Adoption of Variable Data Printing in Pharma Sector

The heavily regulated pharmaceutical industry has standards for printing product information, barcodes and date, lot codes packaging. With the increased demand for item level serialization and barcoding of products, pharmaceutical packagers often have to look at ways of adding variable text and barcodes to primary product labels. This is expected to raise the expenditure of pharmaceutical industry on variable data printing to US$ 5.3 Bn by the end of 2030.

Traceability of RFID Tags Impels Usage of Variable Data Printing

RFID technology is critical to merchandise tracking and control. Important information such as product’s code, weight, size, and code can be stored in RFID tags. Variable data printing allows customized packaging or labeling without slowing down the process for changes.

Global trade has raised questions about product security, especially where luxury goods and electronics are concerned. RFID tags ensure traceability, allowing consumers to track the movement of their product from dispatch to final destination. RFID tags are also useful in shipping bulk products, where the reader can scan multiple products at the same time.

Variable data printing for RFID will prove to be key revenue generator as end users intend to wrinkle out the creases in supply chain, brand consistency, and data and information management. By the end of 2030, RFID will hold a market share of 30% in the global variable data printing market, suggests Future Market Insights.


The retail and CPG segment is expected to contribute the largest market share around 33%, globally owing to integration of RFID labels in consumer goods. The e-commerce industry is also expected to grow 15% in South Asia & Pacific and East Asia. In addition, the major players in the variable data printing market are continuously focused on the integration and development consumer electronics with standard price display tags, brand tags, bar coding, and QR codes on the labels to attract new customers in the Latin America region.

The food and beverage industry is estimated to grow a high CAGR as the companies are offering packaging, digital printing, palletizing, genuine product coding and traceability solutions.

The electronics & electrical segment is expected to hold a sizeable chunk of the a market as companies are continuously focused on the integration and development consumer electronics with standard price display tags, brand tags, bar coding, and QR codes on the labels to attract new customers.

The food and beverage segment will also grow at a steady pace as the companies are offering packaging, digital printing, palletizing, genuine product coding, and traceability solutions through VDP.

Variable Data Printing: Regional Market Analysis

North America and Europe collectively account for around 55% of the global variable data printing market share with a strong presence of players who are constantly investing in improving technologies. The retail and CPG segment is expected to contribute the largest market share around 35%, globally owing to integration of RFID labels in consumer goods.

The U.S. is expected to lead North America as it hosts majority of the leading companies operating in the global variable data printing market. Steady focus on direct marketing campaigns and investments in customer engagement analytics across retail, healthcare, and electronics & electrical industries has helped the country to remain in the topmost position.

As a result, the variable data printing market in North America currently holds more than 32% share of the global variable data printing market.

High demand in retail and e-commerce, logistics and transportation, and food & beverage industries in countries such as India, Thailand, Singapore, Indonesia, and Australia & New Zealand will enable the South Asia variable data printing market record the fastest growth rate during the forecast period.

Indian market currently holds the largest market share of the overall variable data printing market in South Asia & Pacific, and is estimated to continue offering the most lucrative opportunities as retail and pharmaceutical sector continues to form an important part of the national economy.

Competitive Innovation Strategies in the Variable Data Printing Market

Various label printing start-ups are strategizing to form long-term relationships with technology integrators to ensure consistent revenue generation on the long run.

Companies like Cenveo, a leading global provider of print and related resources, launched a new division, Cenveo Digital Direct, through a joint venture with Katana Studio LTD, a global leader in computer-generated imagery (CGI) production.

These players operating in the market are focusing on getting certifications such as offering dynamic VDP software and printers to gain a competitive edge. Some of these market leaders include,

  • HP Inc.
  • Canon, Inc.
  • 3M
  • Xerox Corporation
  • RR Donnelley & Sons Company
  • Mondi PLC
  • Avery Dennison Corporation
  • Quad/Graphics, Inc.

Other promising players that are expected to lead the innovation of variable data printing over the coming years:

  • Cenveo, Inc.
  • Ws Packaging Group, Inc.
  • DesignMerge
  • FusionPro Creator
  • Esko-Graphics BV

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with competition deep dive available in the report

Variable Data Printing Market: Data Mining to Help SMEs Compete Constructively

The future of variable data printing is exceptionally bright as datamining, data analytics, and customer relationship management will be the cornerstones of building steady business. Variable data printing software will allow consolidation of ever-growing consumer database, allowing SMEs to scrutinize it to tap into changing consumer sentiment or driving it.

Analyzing data will allow consumers to make targeted marketing campaigns and boost sales with strong response rates. Analysts predict that personalization will play an important role in usage of variating data printing. Sending out personalized mails and messages, customized reward cards, and other telemarketing material will be used by SMEs to compete with big players in the future.

FAQ about the Market

  • What factors are driving the demand for Variable Data Printing?

    Increasing adoption of interactive label & tag printers for enhanced printing quality and durability of prints grows the demand for variable data printing.

  • Which is the major restraint hampering the growth of the market?

    High costs of printing systems and lack of R&D expenditure hampering the growth of the variable data printing market.

  • Which is the most preferred by end-use industries for Variable Data Printing?

    Retail & CPG is the most preferred by end-use industries for variable data printing.

  • Which application area of Variable Data Printing is experiencing the highest growth?

    Barcodes/QR code labels printing is experiencing the highest growth in the variable data printing market.

  • Which sectors are companies tapping for new growth opportunities?

    Food & Beverage, Pharmaceuticals, and Electronics & Electrical sectors in which companies tapping for new growth opportunities.

  • What are the key focus areas of manufacturers for market consolidation?

    The major manufacturers in the market are focusing on RFID printer to diversify their product portfolios and providing value added products to their consumers.

Variable Data Printing Market: Segmentation

The global variable data printing market is segmented in detail to cover every aspect of the market, and present a complete market intelligence approach to readers.


  • Variable Data Printing (VDP) Machine
  • Variable Data Printing (VDP) Software
  • Services
    • Personalized Printing Services
    • Support Services


  • Barcodes/QR Code Labels Printing
  • Advertising Stickers Printing
  • Plastics Cards/PVC Printing
  • Product Labels Printing
  • Others


  • Retail & CPG
  • Pharmaceuticals
  • Electronics & Electricals
  • Food & Beverages
  • Logistics
  • Others


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia Pacific
  • Middle East & Africa

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Variable Data Printing Market