Although digital transformation is seen as top growth opportunity for the packaging industry, there will be few winners
Thomas Reiner | 02.03.2021
A survey of 270 packaging industry executives by B+P consultants shows that 77% of companies see digital transformation as a growth opportunity and expect relevant sales of digital channels soon. That’s great. However, there will be few winners and many losers. The majority are ill-prepared. Although it‘s clear where the digital key lies.
B+P-Consultants conducted a survey among 270 executives in the packaging industry in Q4 2020. It shows that an overwhelming majority of 77 percent of the industry sees digital transformation as a growth opportunity (for machine manufacturers it is even 89%). That is a great thing. The fact that a whopping 70 percent already expect relevant sales via digital channels by 2025, i.e. more than 5% of their sales, could also be a positive sign. However, one has to ask what this optimism is based on. Because in most cases, the fundamentals are missing.
A large part of the industry is ill-prepared for the change and is lagging far behind digitally. That is why there will be only a few winners of digital transformation among companies in the packaging industry – and many losers. Very few will be able to generate around 5 percent or more of their sales through digital channels by 2025.
It can be assumed that the turnover generated online will be concentrated on the few winners in the future. And here especially on those who have recognised the importance of digital platforms. Digital platforms enable disruptive dynamics. They dissolve old structures and business models in order to fundamentally redesign them. And they allow direct and knowledgeable access to the target group. For example, customer wishes and needs can be recognised and served at an early stage.
