Labelexpo has long been the bellwether for change in our industry. From the digital disruption of narrow web to the transformation of mid-web and flexible packaging; the show has always spotlighted where we’re headed.
This year in Barcelona, that evolution turns towards folding cartons but in truth this isn’t a new chapter. It’s a continuation of a story already well underway.
Across Europe and the UK, the move toward fiber-first packaging is accelerating. Brands, governments and consumers are converging on a clear goal: eliminate problematic plastics, reduce carbon emissions and drive circularity. Folding cartons, especially those produced inline are a powerful answer.
Inline cartons: not new, just newly relevant
Despite all the buzz inline carton production isn’t a new concept. For over 15 years food-to-go packaging, particularly in the UK; has quietly evolved using inline flexo platforms to produce folded, glued and barrier-coated or lined fiberboard trays and wraps.
Likewise, the beauty and personal care sectors have long relied on short-run, embellished carton production using hybrid workflows to create rigid boxes, sleeves and gift packaging often produced in line with hot foil, embossing and die-cutting in a single pass.
What’s new is the urgency of the conversation. Sustainability regulation, SKU proliferation and rising energy costs have brought these capabilities to the forefront for a much wider audience; especially label converters looking to diversify.
A fiber-first Europe
From the EU Packaging and Packaging Waste Regulation (PPWR) to the UK’s Plastic Packaging Tax and Extended Producer Responsibility schemes, the policy backdrop across Europe is clear: fiber-based packaging is favored.
It’s not just legislation; consumers are increasingly driving the shift. Gen Z and millennial shoppers expect recyclable, plastic-free and mono-material formats, not only for environmental reasons but for brand credibility. This is reshaping packaging decisions in food, pharma, cosmetics and e-commerce. As brands pivot, converters who can deliver recyclable cartons quickly and efficiently stand to gain a competitive edge.
Why label converters are uniquely positioned
Label converters already have the DNA required to succeed in the folding carton space: short-run agility, inline print expertise, embellishment workflows and increasingly, automation and MIS integration.
Platforms from Canon Edale, Gallus, MPS, OMET, Mark Andy and Bobst; suddenly the leap into cartons becomes less of a jump and more of a step sideways.
These inline systems allow converters to print, embellish, crease, die-cut and strip cartons in a single pass, offering unmatched efficiency in short-to-mid runs. Whether it’s food-to-go trays, pharma cartons or luxury sleeves; inline workflows reduce changeovers, cut waste and simplify logistics.
Why inline makes ecological and economic sense
Traditional sheet-fed carton production for short or variant-heavy runs often requires multiple stages, machines, operators and logistics, all of which increase power use, CO₂ emissions and material waste. Inline production provides an alternative by lowering power consumption per unit, reducing overproduction in cases such as SKUs with expiry or version control, streamlining handling and process steps, and speeding up time-to-market while reducing the carbon footprint. These efficiencies align with brand ESG targets, particularly in regulated or premium sectors such as pharmaceuticals, beauty, nutraceuticals and boutique food and drink.
Where the growth is happening
Growth opportunities are strongest in markets with high SKU complexity and fast turnaround demands. In pharmaceuticals and nutraceuticals, inline supports versioning, serialisation and compliance. In beauty and skincare, embellishment-heavy and seasonal packaging is driving demand. Pet care and wellness brands are turning to more sustainable, tactile formats, while food-to-go and quick service operators need fibre-based, grease-resistant coatings. Direct-to-consumer and e-commerce channels are also favouring printed secondary packaging, giftable formats and low MOQs. Across these sectors, the common thread is high complexity and low volume, a space where label-style workflows meet carton performance.
Are the legacy sheet fed players looking to cross over...?
It’s not just label converters leaning in. Increasingly, sheet-fed carton printers are exploring inline technology as a strategic complement to their existing offset capabilities. By shifting short-run or high-complexity jobs to inline platforms, they can free up litho capacity for longer runs, reduce bottlenecks in embellishment and die-cutting and offer faster lead times with fewer touchpoints. Inline doesn’t replace sheet-fed; it optimizes the overall workflow, allowing converters to deliver a broader, more agile supply chain to their customers.
With brands demanding greater responsiveness, versioning and sustainability credentials, this hybrid production approach positions sheet-fed houses to grow share, reduce waste and improve margin without compromising quality.
Labelexpo 2025: where the sectors converge
Barcelona isn’t just a change of venue as much as it marks a strategic pivot. The inclusion of folding carton technology this year underscores a market that’s shifting beneath our feet. It’s not labels or cartons; it’s labels and cartons, often printed on the same press.
About the author:
Will Parker is a senior packaging executive with over 35 years of experience across folding cartons, labels, flexibles, and narrow-web technologies. An early innovator in digital print, he helped install and develop one of Europe’s first Indigo presses. He has held CEO, COO and non-executive roles across the UK, Europe and Nordics, leading growth and transformation across pharma, beauty, healthcare and food sectors. Will is known for spotting strategic shifts early; especially where technology unlocks value. As Labelexpo’s Folding Cartons Ambassador, he champions carton innovation as a major opportunity for narrow-web converters ready to diversify and lead on sustainability.