OPPORTUNITY IS IN THE BAG

Single-use polyethylene shopping bags have been a part of everyday life for the past six decades. However, the days of these are finally numbered. As far back as 2018, two-thirds of the world had already enacted some kind of legislation to tackle environmental problems presented by single-use shopping bags. In the years since, growing numbers of consumers worldwide have switched to reusable shopping bags as they look for ways to reduce their personal environmental impact. Even in the US – which is behind a lot of the world when it comes to bans – charges and taxes on single-use plastic bags are now in place. Many consumers are already opting for reusable totes or recyclable bags instead of plastic ones. 

Recognising this trend, marketers and retailers are capitalising on the growing consumer preference for reusable bags. Companies are using them as a promotional tool and to highlight their brands’ commitment to sustainability. Some direct-to-consumer (DTC) gift providers are even offering reusable tote bags as a product in their own right. These have become popular for both party favours and personalised gifting. The rise of clear, stadium-approved ‘concert bags’ have also been seen over the past decade. The intention for sporting bodies, stadiums and live events venues is to increase safety and streamline security checks. Against this backdrop, it is no surprise that the market for tote bags is expected to achieve an annual growth rate of almost 7% between 2023–2027. 

Thankfully, the demise of the single-use plastic bag is opening up a wealth of opportunities for promotional goods suppliers, merchandise manufacturers, retailers, marketers and producers of personalised print. Yet printing onto reusable bags is not necessarily simple. While many types of bags may lend themselves well to decoration, there are a number of factors that need to be considered when matching up material and method.

Firstly, reusable bags are intended to be used frequently, to move and flex, and to stand up to some hard wearing before being stowed away for later use. As a result, it is essential that the inks and printing methods used, provide the strongest adhesion possible. At the same time, they need to allow for enough flexibility for graphics to stay intact and continue to look fresh after many uses.

Each type of bag also comes with its own set of decoration challenges. Although thermoplastic polyurethane (TPU) is growing in popularity, most clear ‘concert bags’ are currently made of clear PVC, making them sensitive to heat. This rules out methods such as heat transfer, screen printing and sublimation. In addition, because they are usually quite thin, the bags are very flexible meaning that decoration needs to endure a lot of movement. 

Growing numbers of consumers worldwide have switched to reusable shopping bags

Non-woven, cotton, canvas and jute bags are also increasingly popular, but all present challenges due to their absorbent properties. These can make it difficult for some digital-printing technologies to achieve the same level of white opacity and colour brightness as screen printing.

In addition to considerations for ink and substrates, vibrant colour and precise design reproduction are fundamental to achieving the kind of visual impact that brand owners are looking for in this market. Consumers expect outstanding image quality and flawless colour reproduction. Finally, the suitability of bags for seasonal campaigns, mass customisation and personalised gifting, means that digital print is often the most appropriate technology for many reusable bag applications. 

The market for tote bags is expected to achieve an annual growth rate of almost 7% between 2023–2027

It was with all of these requirements in mind that Inkcups developed the XJET Switch – the first UV-flatbed direct-to-object (DTO) printing machine designed specifically with bag decoration in mind. 

Launched in 2023, the XJET Switch is an industrial DTO UV-inkjet printer capable of printing high-quality, full CMYKWW (highly opaque white) images – with a print area of 350mm x 650mm – directly onto bags. Extremely versatile, the XJET Switch can handle a wide variety of tote and drawstring bags, be they paper, non-woven fabric, nylon, cotton, polyester, canvas or even thin, clear plastic. When paired with Inkcups’ flexible XFlexx UV Ink Series, the XJET Switch eliminates the risk of the printed image cracking or distorting as the bag is used, ensuring the longevity of its impact. 

It was with all of these requirements in mind that Inkcups developed the XJET Switch – the first UV-flatbed direct-to-object (DTO) printing machine designed specifically with bag decoration in mind. 

Launched in 2023, the XJET Switch is an industrial DTO UV-inkjet printer capable of printing high-quality, full CMYKWW (highly opaque white) images – with a print area of 350mm x 650mm – directly onto bags. Extremely versatile, the XJET Switch can handle a wide variety of tote and drawstring bags, be they paper, non-woven fabric, nylon, cotton, polyester, canvas or even thin, clear plastic. When paired with Inkcups’ flexible XFlexx UV Ink Series, the XJET Switch eliminates the risk of the printed image cracking or distorting as the bag is used, ensuring the longevity of its impact. 

The XJET Switch can handle a wide variety of tote and drawstring bags

Recognising the absorbency challenge presented by non-woven and woven bags, Inkcups developed XFlexx Vivid White. This ink uses a specially formulated dispersion that is between 20–30% whiter than its regular XFlexx white. The company also developed a special white-white-colour print mode in which the first white layer fills in the ‘holes’ to provide a flatter white surface for the second white and colour layers. As a result, by combining the XJET Switch with XFlexx inks, a number of Inkcups customers are already successfully achieving that bright white and colour vividness. This has become achievable especially on lighter colour, non-woven bags.

Building on the flexibility of XFlexx inks, Inkcups is also developing an ink series, specifically for bag printing, using the DTO XJET Switch. Due to stricter regulation requirements, the business has developed a TPO-free and REACH-compliant ink set with stellar performance. This set of inks is in the Beta testing phase and Inkcups is hoping to launch in Q4, 2024. 

Paired with Inkcups’ flexible XFlexx UV Ink Series, the XJET Switch eliminates the risk of the printed image cracking or distorting

Opportunities in reusable-bag decoration are wide open. However, as with all fast-growing applications, there are challenges for businesses seeking to adapt their existing technology to capitalise on this. The path to success lies in understanding what is ‘under the hood’ of business technology and working with partners who equal their commitment to innovation. 

1. UN Environment Programme. April 2018. From birth to ban: A history of the plastic shopping bag. https://www.unep.org/news-and-stories/story/birth-ban-history-plastic-shopping-bag
2. New York Post. 14 December 2023. Do Americans still use plastic bags? Here’s what the stats tell us. https://nypost.com/2023/12/14/lifestyle/do-americans-still-use-plastic-bags-heres-what-the-stats-tell-us/
3. Technavio. March 2024. Tote Bags Market Analysis Europe, APAC, North America, Middle East and Africa, South America - US, China, France, UK, Germany - 
   Size and Forecast 2023–2027. https://www.technavio.com/report/tote-bags-market-industry-analysis