2012 Hot Markets : Printing in a Mobile World
FSIs, in-store and outdoor print will otherwise be lost to e-providers such as OpenTable (+43 percent), which only recently set up a mobile platform. Automated vending, reminiscent of “Automats” in days’ past, will reappear (with screen and package printing benefiting) as next-gen machines prepare complex recipe foods and beverages both on-site and remotely by mobile request. Combined, the three foods/beverages sectors should eat up 15.6 percent of total print in 2012, concentrated in the Midwest, Northeast and Southeast.
At No. 2 will be MEDICAL/PHARMACEUTICALS ($450B, +4 percent; with $13.5B to print, -3 percent), though less print will be dispensed. Generics will out-scrip proprietary drugs in the pharma/wellness space where the Teva/Proctor & Gamble joint venture will skin the game for packaging, ROP and POS. Biotechnology will be the only big print prescriber as major anti-aging breakthroughs hit the baby-boom marketplace from the likes of Allergan (+18 percent).
Inclusive is No. 9-ranked HEALTH PROVIDERS ($3.1T, +4 percent; with nearly $9B to print, +6 percent). Hospital consolidations will resuscitate name-change branding and collective—almost surgical—marketing. Direct mail with QR code/TXT links to mobile content will revive fee-for-service patient traffic, including preventive testing. Out-of-home screen and grand-format digital printing will also increase as hospitals and practices combine and change names. Health, overall, will demand 11.3 percent of the total print volume, concentrated in the Northeast and North Central regions.
Related is No. 15 PERSONAL CARE ($382B, +4 percent; with $5.7B to print, -1 percent). Consumer demand will remain flaccid as with most discretionary spending. A lack of new mass-marketed fragrances will depress packaging, FSI scent strip and POS print. Diptyque (+>300 percent), an imported brand from Europe, will build out custom perfumeries—a possible new trend in very personalized care. Sector leader Estée Lauder (+12 percent) will lead print usage for cosmetics, hair, skin and sun care products and introductions.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at email@example.com