The Growth of Digital Print in Metal Decoration: Unlocking Potential for Brands

Simon Daplyn, Product & Marketing Manager, Sun Chemical

Digital Metal Decoration: A New Growth Engine for Brand Owners

Digital printing is reshaping what’s possible in metal packaging, giving brand owners unprecedented creative freedom, faster execution, and a powerful way to differentiate on shelf. Once limited by the performance requirements of metal cans, digital print now delivers the durability and compliance necessary for high‑speed production, unlocking a new world of commercial and marketing opportunities.  The value proposition is enhanced with the potential to manage risk, reduce waste and energy consumption whilst supporting brand evolution into new markets and territories.

For brands fighting for design flexibility, fast turnaround and consumer connection, digital metal decoration is becoming a strategic asset, not just a print method.

Why Digital Matters for Brand Owners Right Now

1. Rapid Time‑to‑Market for Faster Campaign Cycles

Today’s brand environment moves fast, trends often shift, influencers can ignite demand instantly and retailers expect new products to make an on the shelf impact. Digital print enables artwork changes in days rather than weeks, letting marketing teams launch limited editions, seasonal designs, or targeted SKUs without the long lead times of analogue production.

This accelerates revenue opportunities and enables brands to reach their consumer engagement targets.

2. Mass Customisation Without the Cost Penalty

Digital printing eliminates plates and heavy set‑up requirements, making short‑run and micro‑batch production commercially viable. That means:

• Region‑specific artwork

• Retail‑exclusive designs

• Co‑branded influencer or event editions

• Loyalty and digital‑engagement packaging

Brands can now run campaigns that were once “too small to justify”, unlocking new ways to engage shoppers and build brand loyalty.

3. Premium Shelf Impact and Differentiation

With sharper graphics, cleaner ink laydown, and high‑impact visual quality, digital print helps brands stand out in crowded FMCG categories:

• Vivid colours and fine detail

• Photographic imagery

• Frequent design refreshes

• Limited runs that drive collectability

In categories like beverages, food, and lifestyle products, packaging is the consumer’s first experience, and digitally printed packaging can make that moment memorable.  Research shows limited edition runs, especially for on trend characters and sports events can significantly drive-up sales and product value with reports suggesting an increase in value of 15-20% and 14% of shoppers saying they are influenced to buy certain editions of packs for fear of missing out.  Social media sharing and generation of “moments” also influences buying decisions all resulting in consumers being willing to pay more for exclusivity.

4. Reduce Waste, Reduce Inventory, Reduce Risk

Digital print supports small batches and test‑market trials, so brands and manufacturers can:

• Validate new SKUs before committing to large runs

• Reduce obsolete stock when promotions change

• Remove the requirements for plate making, tooling and cleaning, saving energy, storage and waste costs

• Manage product variety without over committing to printed inventory

• Keep cash flowing rather than locked in warehouses

This agility helps reduce both financial and physical waste and supports a reduction in risk for businesses looking to launch test batches without committing to volumes of inventory in an industry where 15000msq is considered a short run print job.  Additionally this approach aligns with a growing trend in certain markets in transitioning from plastic to metal packaging for increased circularity and product lifecycle management.

Technology Breakthroughs That Make It Possible

Today, most digital metal‑decoration printing relies on UV and UV‑LED inks paired with a primer and, in many cases, a post‑print coating. This proven workflow has accelerated the adoption of inkjet technology and established itself as the new industry standard, consistently delivering high print quality and robust application performance.  Packaging compliance capable low migration and low odor UV and UV LED inks are supporting this transition to digital printing.

While UV‑ink technology has proven highly successful, there is growing market interest in assessing whether water‑based inks can deliver comparable performance. Achieving this would help expand digital printing adoption by reducing regulatory and compliance challenges particularly for sensitive applications such as beverage cans or tinned fish.

A Primer That Unlocks High‑Quality Aqueous Digital Print

Sun Chemical is progressing a development for a new reactive thermal‑curing primer that enables aqueous inks to deliver the durability three‑piece cans demand, including water resistance, stability during forming, and clean, sharp visuals.

This means brand owners can access a digital workflow without compromising appearance or performance in terms of functionality and compliance.

Aqueous Inks Built for Tough Metal Applications

New self‑crosslinking aqueous inks cure during standard stoving processes, delivering:

• Excellent chemical resistance (including MEK/ethanol)

• Strong flexibility during forming and sterilisation

• The potential to reduce or even eliminate overprint varnish

For brand owners, this means digital now supports applications once thought “too demanding”  including segments like food & beverage, personal care, and industrial lines.

Why Brand Owners Should Invest in Digital Metal Decoration Now

1. Speed and Flexibility Beat the Competition

Be first to shelf with trends, collaborations, and seasonal activations.

2. Build Consumer Engagement and Loyalty

Digital‑ready packaging supports QR experiences, personalised printing, and collectable series deepening brand–consumer relationships.

3. Deliver on Sustainability Goals

Digital printing can support lower energy usage, reduced chemical waste from precise deposition only where needed, lower scrapping with print on demand workflows and removal of cylinder manufacture, storage and cleaning. , Additionally, aqueous digital chemistries offer the possibility to help strengthen ESG performance and support regulatory expectations.

4. Future‑Proof Your Brand

As OEMs integrate digital modules into new and existing lines, access to digital print becomes easier, more reliable, and more cost‑effective — setting brands up for long‑term packaging agility.

Digital Metal Decoration: The Next Strategic Advantage

With advanced primers and aqueous inkjet platforms now delivering true metal‑decoration performance, digital print is ready to take on a larger role in three‑piece can packaging — and beyond.

Sun Chemical’s ongoing collaboration with OEMs means the technology is no longer “emerging.” It’s commercially ready today, giving brand owners:

• More creativity

• More speed

• More flexibility

• More sustainable impact

• More revenue‑generating opportunities

Digital isn’t just a print process — it’s a competitive advantage.