The corrugated packaging sector will go from web offset to digital “very quickly”, according to HP EMEA’s most senior Graphics Solutions Business executive, who plans to start a switch-to-digital domino effect.

EMEA vice-president and general manager for HP’s Graphics Solutions Business Gido Van Praag, said 2016 will be a key year in HP’s thrust into the packaging market.

He said packaging was no doubt the biggest category in terms of print volume and the company was well suited to cater to it with its Scitex flatbed machines, web presses, Indigo 20000 for flexible packaging and Indigo 30000 for folding cartons.

“Packaging is by far the biggest growth engine for HP and, I would argue, for the industry in the years to come. Our market reach is more limited by our growth market resources today than by the market opportunity,” he told PrintWeek.

“My priority is to ensure that we ramp up our goal to market to capitalise on this amazing portfolio that we bring to market spearheading the transformation from analogue to digital in the packaging market at large.”

The corrugated market is a focus point for HP. Van Praag said there were likely to be more additions to HP’s T400 Simplex and T1100 S presses in the pipeline.