#331 - Why Digital Printing is Growing in an Uncertain World, with Christophe Imbert, Lubrizol

In this episode of the FuturePrint Podcast, we speak with Christophe Imbert from Lubrizol about how digital printing is evolving in response to changing market conditions, and the growing role of chemistry in enabling that shift.

Drawing on nearly two decades at Lubrizol, Christophe shares a perspective that connects materials science with real-world print performance.

A central theme throughout the conversation is how global uncertainty is reshaping investment decisions across the print industry. While large capital investments are often being delayed, Christophe highlights how digital printing is continuing to gain traction as a more flexible, efficient alternative. Its ability to support shorter runs, reduce waste, and minimise energy and water consumption makes it particularly well-suited to a market that increasingly values adaptability.

Sustainability is a key driver behind this shift. As Christophe explains, industries such as textiles are moving towards digital processes not only for flexibility, but also to significantly reduce resource consumption. The conversation explores how this is accelerating the adoption of water-based ink systems and more sustainable production methods, with digital printing positioned as a long-term solution rather than a short-term trend.

The discussion also touches on regional differences, particularly the pace of change in China. Christophe notes the speed at which innovation is adopted and scaled, as well as the strong alignment between industry and long-term strategic investment. This dynamic is not only driving rapid growth in digital print, but also increasing competition, as Chinese companies become more responsive to global market requirements.

From an application perspective, textiles remain a major area of growth, with a shift from dye sublimation towards water-based pigment inks across both small-scale and industrial systems. In packaging, the conversation reflects a more cautious market, with growing interest in smaller, more flexible print solutions alongside continued development in labels.

Throughout the episode, Christophe emphasises the importance of looking beyond the hardware. Ink performance, dispersions, and the interaction between materials are critical to achieving consistent, high-quality results across different substrates and applications. As sustainability requirements increase, this level of technical understanding becomes even more important — particularly in areas such as recyclability and de-inking.

Looking ahead, the message is clear: digital printing is not just an alternative production method, but an enabler of a more flexible, sustainable, and responsive industry. As market conditions continue to evolve, those able to align technology, materia

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Transcript

SPEAKER_00 0:01

Welcome to the Future Print Podcast, celebrating print technology and the people behind it.

SPEAKER_01 0:10

Welcome to this week's Future Print Podcast. I have Christa Christoph Imbert, who is from Luberzol with me. Hi, Christoph. Hi, brother. Good to see you. Yeah, great to see you. Actually, just I was just saying to Christoph, he's been 18 years at Lubrazol. So uh we celebrate we celebrate that. We celebrate that. That's great to hear that you've been there for 18 years. You were just saying not all in the same role.

SPEAKER_02 0:36

Yeah, quite a long time. I mean, I say uh obviously not not on the same things uh doing so yeah like Gary started with paper too, to be honest. So uh it's a long way paper in the lab. So it's a long way into marketing now and speaking about the digital prints.

Munich Event Takeaways

SPEAKER_01 0:54

Yeah, great. And that's what we're gonna talk about today. So um, Christoph, the last time I saw you was in Munich at our event in January and you did a presentation there. So uh first things first, what did you think of the Munich event? What was your overall opinion?

SPEAKER_02 1:10

Uh as I told you, Fraser, I think I really appreciate that because I think it's uh it's it's uh it's changing the format also from full conference to uh to have a mix uh uh mixed events. I think it's it's quite good. Um having a small booth sample help us also to invite some of our customers that were around, just coming for a day. So there's no commitment to stay over over the two or three days. So there's much more movements, uh much more interactions. I think uh we have some good insights uh from the I think the conference level was really good, also. Yep. Uh and also some uh some nice visits on booths uh from from customers or potential customers, or even some friends uh around. I mean, uh, you know, uh Future Print is also a small community that's growing, and I think it's always uh really pleasant to uh to meet up uh every year and to to speak about the last uh the last news or all the also what's what everybody is doing because I think it's a way to keep updates on uh what everybody's doing. We're working in the all different uh uh areas. Uh loop result is of obviously the chemistry, but we are really interested also to uh uh to to know about hardware, about uh uh about software also. I mean all the movement in the industry, I think really good.

Linking Chemistry To Ink Performance

SPEAKER_01 2:29

Yeah, and we're gonna talk a little bit about that today. Um, just for clarity's sake, tell us a bit about your presentation. What did you talk about?

SPEAKER_02 2:37

Okay, so my presentation, so we we are I mean, it's not my first presentation for the prints, but this time I wanted to orient it a bit more into uh industrial printing. Okay, uh so uh we are one of the areas that Lubrisol is uh is uh quite active is into uh digital printing into textile. Okay, so um I wanted really to to make a link between the the chemistry that we uh we're doing and the chemistry that we're developing uh and to the performance of the inks and uh finally the the the printing into the the textile. So what are the key the key factors? What's what are also the things uh that people should take care of and this kind of thing. So yeah, I I just hope that's uh it's been interested for the people, but I had some good feedback.

Investment Caution And Digital Advantages

SPEAKER_01 3:24

So uh that's good, that's good. Um, so let's let's let's kind of thinking forward. I mean, people will be interested to know um what's kind of happening, Lubuzol. Uh obviously, as you said yourself, it's chemistry, it's dispersions. You have quite a good uh view of the way the market's moving. You've got I know you're gonna talk a little bit about some of the segments, like I know textile is interesting for you. Um and I guess also your focus is digital print, which is very much our focus at future print. Um, kind of, you know, there's a lot of things going on in the world at the moment, we all know about them. We're not gonna go into the detail of that, but but how do you sense that maybe the print industry is viewing uh investment and kind of long-term strategy going forward? Do you sense there's any trend there with what's going on? Are people taking decisions maybe not to go for those big CapEx investments in big machines? What what are you sensing?

SPEAKER_02 4:26

Yeah, I mean, obviously, uh I think uh uh everybody knows that the situation is perhaps not uh uh inclined people to make big investments. Uh, but I think uh are people also looking into digital printing as a way to uh to get rid perhaps on uh old equipment that are really energy consuming. Uh also uh water consuming. I mean, we we heard, especially in the textile industry, that uh uh some some countries, some areas uh that traditionally was using uh another type of printing and not moving uh uh into digital prints because it's a way also to save into uh really um uh I mean water or energy, which is starting really. I mean, this this a bit this is a bit the lesson that perhaps on all this uh what's going on is that uh uh all all these uh resources are really precious now. Uh so uh it could be energy, water, uh gas, I mean, all these things in making the people thinking differently. And so I hope it will make a move also into the industry to moving into more sustainable or much more um at least cost cost-effective solutions, and uh definitively uh digital printing is one of them.

SPEAKER_01 5:38

Yeah, yeah, I get I get the same sense from the market that when we're talking to people who are uh looking at investment in print, that you know those big investment decisions are being put on hold, fair enough. Uh, but certain segments, you know, digital print, smaller technology, more specific technology still being developed. Um, I guess also they're kind of looking at uh other things like software to develop what they have to make it more efficient, like you said. Uh and actually that sustainability angle comes in even more, doesn't it? It's even more important.

SPEAKER_02 6:13

Yeah, no, absolutely. And I think we uh uh we really focus, it's true if we focus in Europe here, but I was in China uh months ago, and uh I think they they definitively embrace the sustainability move in China. Uh I think uh uh digital printing is really picking up also really strongly, and also the the volumes and the potential there are quite huge. So, of course, there's uh some local uh local manufacturing, uh local producers, local uh printers makers also there. But uh I think it's also a clear clear message for the rest of the world that uh uh this this this is growing and uh uh yeah uh and uh just just hope that uh the situation with not slow down also the uh the the demands, not the demand into the the equipments, but also the demand into the prints. Uh but uh let's let's see. But I think uh it could be a good opportunity also for the market, digital markets, to uh to advert also and to um present a bit all the advantage uh uh of digital print and how they can fit now with the new situations of the world. Okay, I mean it's uh um one of the other things uh again is uh uh we we we we always say that uh digital is uh it's really good for uh short prints, uh really versatile. So the thing. So when you have a uh a world that is uh so in certain sometimes it could be interesting to have perhaps uh smaller productions, uh okay, more adapted to the moment, uh, and not investing in uh uh engraving cylinders or or making uh some cliche or these kind of things. You know, that's that's yes for for longest longest things you don't really know if it it will be uh so yeah, I I think uh uh if we are clever, the industry can uh take a move into this and and uh take this opportunity also to promote digital printing and grow.

unknown 8:11

Okay.

China Sustainability And Speed

SPEAKER_01 8:12

I think I think your point is really valid there. It's this sort of uh there's definitely a sense that maybe it's more short-term. We're thinking more short term, we're not wanting you know, we're not kind of planning necessarily long term, and we want that flexibility, that adaptability, and digital really lends itself to that, doesn't it? So I think you're right there, that makes sense. Um, and there's some good points you you're saying. Um, I'd just like to loop you back to China. I'm I'm quite interested just to hear because you you talked about China, you've been there recently. Um anything else that you kind of sensed about the Chinese market, you know, it's it we know it's growing, it's and it has grown. What's your sense there of of where it's at and and where it's going?

SPEAKER_02 8:59

Okay, so I mean, perhaps two to two key things what I see. I mean, uh the first thing is if you look into what's say sustainability, I mean it's just just crazy if you just drive through uh through China, I mean big city, Shanghai, uh or in the south, you see that uh barely half of the of the cars are electric vehicles. Yeah, right. Okay, so as I say, and uh and also uh the majority are uh local brands that are totally unknown here at the moment. Yeah, okay. So what what it means is that uh for me that they as I say they really embrace uh the sustainability move uh for different reasons. I mean, not only for for the ecologic part, but also for economics. I think this uh it's uh so this is one thing to consider. Okay. Uh the second things that I was really amazed is is the timings. The timings in China are totally different than the timings that we have here. Okay. So it means that it's going really quick. It's going really quick. Um in when when you spend one year deciding something, yeah, they already have built the plans to produce it. Okay. Okay. So really, I mean, if I have an advice to all the people wanting to do things and with with China, is the yes, just consider that also. I mean, the timing that usually we we we have in Europe uh um are are really different than the timing they have in uh in China. Okay. So so in terms of innovation, also it's the same thing. Yeah you you need to need to consider that. They're not looking for the perfect solution, so it's another thing, okay. But they need they want to move the things quickly.

SPEAKER_01 10:46

That's just that's a really interesting point, and possibly something we forget, how quickly they can move, how quickly they move on something. Now, is that do you think because if if government is behind it, they just make it happen? Is that is that what it is?

SPEAKER_02 11:01

Um yeah, I think it's part of also of the success of China is uh I think is to be able to react really quickly and to adapt. Of course, the situations and uh as one of our um one of part was was reminded me is the the situation politically is is different than the rest of Europe. It means that uh they are really back up at the long term with uh with their their government because uh obviously there's no uh um no points to to win the next uh elections or things like that. So I mean where there's investment, it's can it's investments on long term. Yeah, okay, so then there's means to to to move into that. Yeah, that's um okay. I mean, uh yeah, I don't want you to go too deep into the politics things, but uh uh I think yeah, this is uh uh in Africa it's also the the perhaps the the mentality of Chinese also that wants things to to to move quickly. I think uh I really see the dynamics that is totally different.

SPEAKER_01 12:01

Um yeah, yeah, that's really valid what you're saying about um political cycles that um governments, Europe, America, whatever, yeah they're always thinking about oh, you know, four or five year cycle, gotta make sure they do something that's popular, uh, got to do the stuff that's you know gets us back into power. Whereas in China, they're long-term investing, they're saying, you know, well, it doesn't matter, we're just you know, this project is a long term.

SPEAKER_02 12:30

You know, we have to see it's the same in in the company. I mean, if everybody's aligned, it goes you go faster. Okay. And uh, if you're not aligned and you're conflicting with different services, and uh everybody has his own opinions and you need to to to make a consent, uh, it's it takes longer time. Okay, so this is exactly the same, I think.

SPEAKER_01 12:49

Yeah, um, it's interesting. We've noticed with our uh website traffic that we've had a lot more interest from China and a lot more Chinese companies looking at future print uh sharing information, far more, like really noticeable in the in the last six months, nine months. Um and so it's quite interesting what you're saying about the market there and the way that things move quickly. Do you sense digital print is is really you know is really compelling argument in in yeah, I think so.

SPEAKER_02 13:27

Yeah, I think so. And I think uh uh uh again you you have the uh the internal market, yeah. Uh but uh I think all these companies are also looking into uh uh into expanding uh uh uh abroad, yeah. Uh and I think for that the the uh what I see also change a lot is that uh they want to go uh into Europe or or North America, but uh as compared from from I would say we used to see Chinese companies coming with uh their own Chinese things, uh with their Chinese inks with their uh own products, and um we say no, it's not really fitting with with what we're doing here. Yeah now it's it's changing because they're adapting really quickly, and uh they're proposing things that are fully adapted, they're fully aware about uh about the need of the market, the specifications, yeah, uh the regulations also that we have, uh all that. They are uh they are also uh using uh local resources to uh to uh to support their growth. So yeah, I mean uh um this is uh this is uh uh it could be a threat, it could be an opportunity, but I think uh I would prefer to consider that as uh as an opportunity also for us to to to evolve and to uh and also I mean it's uh I think uh uh at least for lubrizole, it's uh it's quite an interesting market also because as I say, uh those people are also looking into uh um into more technology, more innovations. Okay, so high-end products. It's uh it's really what where we uh we focusing also at Lubrisol, providing uh solutions for uh uh for innovative solutions. So this is this is really interesting, I think.

How China Adapts For Europe

SPEAKER_01 15:12

Yeah, I think it it's it's very interesting we've you touched on that. Um you mentioned earlier on that uh one of the markets that you're interested in looking at is textile. So tell us a bit more about that.

Textile Shift Towards Pigment Inks

SPEAKER_02 15:25

Okay, so I mean historically, I would say uh Luizol and with our diamond dispersions, we we're really active into uh to textile. Uh what's uh what we see a bit of difference today is that uh uh originally we'd say like uh uh five or five, six years ago, it was uh a majority of of disublimations type of uh of printing, uh printing into uh for signage or or or I mean uh for for for fashions or these kind of things. And now we see also that the pigments, pigment inks, water-based pigment inks are growing. Okay, so there was uh this uh uh a lot of activity in the previous years around uh DTF printing, small printer, printing on t-shirts, really, really picking up really quickly. Uh, but also uh on the biggest biggest uh equipments. I think ultra rule uh starting also some is momentum. It was a bit uh I say growing but more slowly. Now I think it's it's really picking up. Okay. Uh so I think it's quite interesting. As I say, I mean the people starting really to realize that uh uh printing uh uh the equipment's uh pricings are quite competitive as you compare with traditional printing methods, and more than that, the uh they are much more sustainable. Yeah, yeah. I mean, we speak about uh the amount of water to print sometimes, it's just uh just crazy. I mean, you don't need that for your digital printer.

Packaging Printing And Smaller Presses

SPEAKER_01 16:54

Yeah, yeah, yeah, absolutely. And and that is very true. It's uh and and also the washing through and the waste of water that's getting used to. Exactly. Yeah, yeah, wastewater, energy, I mean, all these kind of fits. Chemicals, wastewater energy. Yeah, I mean, everything you say is right, it's uh it's a it's a mind shift, but it's uh a major important one. So that's interesting. Um, and then what about uh lubzal and and the kind of packaging market? Is you know, packaging still seems to be strong, uh labels, packaging. What's your kind of view of those markets?

Labels Moving Towards Water-Based

SPEAKER_02 17:25

Okay, I mean, uh obviously, I mean, there was a lot again, a lot of discussions is a bit coming back on what we we said before. Uh um there's been a slowdown if on the big printers for packaging. We uh we we know about that. Um, on the other side, I see that also we started to have some uh some interest and so see some move, uh nice move into uh a smaller printer. Okay, uh that's going much more, I mean, much more diverse in terms of uh of substrate they can handle. Uh so here we're speaking about printing on film, uh printing on this for flexible packaging, for example. Um, so they're starting to see. I think the the model perhaps will be a bit different than what we see on the on corrugated or or paperboards. Uh that I assume the the printer will be smaller, smaller runs, different. Yeah. Uh of course the technology uh and on all sides we uh we evaluate things, but we think that uh we have uh some really nice technology for this market. Um but I think yeah, it will be a bit different also. Of course, you cannot print into paper like you print into film. Yeah, yeah, yeah, yeah. That's interesting. And for the labels, and for the labels, uh so the labels uh for us, I mean, uh you know, we uh we we we have in products and we uh we present in uh in different uh different areas, uh not only in the water-based uh printing but also in in UV or solvents. Uh so uh we see also uh for the label parts that uh uh there is uh it was traditionally much more uh UV uh UV printers and now it started to move a bit more into water base. Yeah, yeah. So there's uh there's some nice uh uh nice suites yeah into that.

SPEAKER_01 19:10

Yeah, I mean obviously that's in part because of uh contacts and things like that, isn't it? Food contact, yeah, yeah.

SPEAKER_02 19:16

I mean food contact, one thing, migrations, uh but also uh yeah, I mean, yeah, sometimes people prefer also to work with uh with water-based things.

SPEAKER_01 19:25

Yeah, yeah, absolutely. And that kind of sustainability story is still still pretty important in that, you know, even though you know maybe uh people have been kind of their eye have been taken off the ball a little bit, but you still think so sustainability is crucial, it's a long-term vision.

Sustainable Inks And Better Recycling

SPEAKER_02 19:42

Oh, yeah, yeah, absolutely, absolutely. I think uh sustainability, uh, if you go into the packaging now is is the main topics, yeah. Okay, for for a lot of uh of the companies. Uh but uh I mean um of course you're starting starting sustainability in your journey on the materials by the the the substrates, the I would say the the the packaging uh itself, but it's now really coming into the inks and the printing method and all these kind of things. So this is the next step, I think. Yeah, okay. So having much more sustainable uh uh type of inks, uh the inking also will be uh will be uh the next uh the next topic, or you can't uh uh easily de-ink your your uh uh your packaging to be able to recycle it better. Okay, and also not trying to downgrade also the the materials because uh obviously uh when you uh uh you try to recycle something that is printed, yeah. Sometimes you need to downgrade that because uh it's uh yeah, uh now people are looking, say what's what can I do to to recycle me my materials without downgrading it? Yeah, so these kind of things, um, efficiency.

Upcoming Events And Closing CTA

SPEAKER_01 20:50

It's uh yeah. That's gonna be uh quite a game changer, isn't it? Yeah, yeah, no, no, absolutely, absolutely. Yeah, yeah, sounds good. Listen, Christoph, interesting just hearing your view of a couple of topics. Uh so thank you for that. Um, just checking with you uh in terms of where you'll be in the next uh six months or so. Are you doing a few events? Are you be wandering around? Will you be going to the FESPA event? Will you be going?

SPEAKER_02 21:17

Yeah, yeah, absolutely. So, yeah, I mean we uh uh we obviously I mean I'm based in Barcelona, so I can avoid going to FESPA. It's an easy walk too. Yeah, it's an easy walk, but uh yeah, we we we come in with uh with a strong team there. Uh yeah, we obviously we have customers, we have a lot of activity with FESPA, one of the key events for the year. Uh I'm thinking also to to join you in Valencia, so I think uh this is another important in September. Uh other few things all around, but yeah, I mean really the focus would be on FESPA and uh and also yeah, rating yeah, that's good.

SPEAKER_01 21:54

And then um hope to see you again in Munich next year, um, with Lou Brazol again when we run it in April. Um so you know, as you said yourself, it was uh it was interesting. The the industrial print in inkjet market is is definitely something growing. We can sense we can sense that. Um and things are looking pretty good for the event next year in terms of um rebookings and uh visitors. So yeah, it was thank you very much for your time and thank you. Thank you that you've been supporting uh future print and working with us closely over the uh last couple of years. Not 18 years, but 18 years, but next uh another 18 years. Another 18 years, Christopher. Listen, great to speak to you. Thank you very much for this weekend. And um we'll we'll see each other very soon. Yeah, okay. Thank you.

SPEAKER_00 22:45

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