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PUBLISHER: VDC Research Group, Inc. | PRODUCT CODE: 1364946

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PUBLISHER: VDC Research Group, Inc. | PRODUCT CODE: 1364946

The Global Market for Stationary Thermal Printers

PAGES: 44 Pages/12 Exhibits; plus 116 Exhibits/Excel
DELIVERY TIME: 1-2 business days
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This research report analyzes the key strategic issues, trends, and market drivers for stationary thermal barcode printers. The report offers market analysis (historical, prior year, and forecast revenues and unit shipments), vendor considerations, and growth opportunities across the following dimensions: technology types, end-user industries, distribution channels, and geographies.


  • What are key market trends driving demand for stationary print projects in a post-pandemic landscape?
  • How have vendors and channel partners navigated supply chain turbulence?
  • What are the next growth segments for barcode printers in terms of regions and verticals?
  • What key technology trends are driving stationary thermal printer hardware investments?
  • What are the key considerations for channel success in this market?
  • What key challenges are influencing the thermal printer landscape?
  • How are leading vendors differentiating their product portfolios and strengthen their value propositions in a highly competitive and fragmented market?


This annual research program has been carefully designed for senior decision-makers at barcode technology and solution provider companies, including those individuals with the following roles:

  • CEO and other C-level positions
  • Corporate development and M&A
  • Marketing
  • Business development and sales
  • Product development, management, and strategy
  • Channel development, management, and strategy


  • AMT Datasouth
  • Avery Dennison
  • Bixolon
  • Brother Industries Ltd.
  • Cab Produkttechnik
  • Citizens Systems
  • Godex International
  • Honeywell AIDC
  • SATO Corporation
  • Shandong New Beiyang
  • Toshiba TEC
  • TSC Printers
  • Zebra Technologies


Industrial automation within manufacturing is expected to drive stationary printer demand going forward, as enterprises aim to streamline production efficiency and enhance asset visibility. The food and beverage sector has made strides in traceability compliance with stronger integration of 2D labeling. Additionally, the pharmaceutical sector has placed a more critical emphasis on consumer safety and anticounterfeiting, which has driven stationary printer investments. The automotive industry has also rebounded and received strong demand for labeling solutions to support component sourcing and recall management.

Ecommerce demand faces short-term turbulence as logistics companies and retailers alike brace for economic uncertainty. While the pandemic accelerated stationary printer investments to support growing shipping requirements, warehouse spaces have seen overconsumption relative to shipping demand, which can present challenges for short term stationary printer projects. Enterprises are currently leveraging the assets they have and are prolonging refresh cycles. Long-term, VDC expects ecommerce demand to return to growth, especially in underpenetrated areas such as LATAM and SEA.

Traceability regulations will continue to drive demand for barcode labeling solutions as enterprises aim to strengthen supply chain visibility and enhance product efficacy. Regulations such as the Food Safety Modernization Act (FSMA) and the Drug Supply Chain Security Act (DSCSA) are strengthening traceability requirements within food and beverage and pharmaceutical workflows. Improving consumer safety through accurate food recall management and mitigating counterfeit medications within the pharmaceutical supply chain, will spur demand for robust stationary barcode printing solutions as these regulations are enforced going forward.

Linerless printing has become a point of solution diversification, as enterprises aim to gain labeling efficiency and enhance sustainability metrics. Vendors such as Bixolon, Epson, TSC, and Star Micronics have introduced linerless compatible products in order to offer its customers alternative labeling technology. Without the liner backing paper, label roll can hold 30- 40% more per roll and mitigate label waste. In this sense, linerless print technology has seen higher adoption within retail and hospitality workflows, as well as for last mile delivery requirements.

Increased competition within the desktop printer landscape continues to cause pricing pressure within a healthy growth opportunity. OEMs such as TSC have gained desktop share particularly in North America. New product introductions such as its DA series have enabled TSC to gain desktop share. Additionally, Bixolon success within its XL5 series and introduction of its XQ-840 series has enabled stronger brand differentiation. Moreover, value tier brands such as HPRT, X-Printer, and Qiriu have gained traction in China and Eastern Europe with more affordable solution sets.

Cloud tools have become an important piece of stationary printer solution and expanding functionality. As enterprise platforms are often sending the print commands, stationary printer hardware must have easy integration across platforms such as SAP, Manhattan Associates, Infor, and Envista amongst others. As WMS and ERP systems move towards the cloud, stationary printer software requires strong encryption to protect against external threats. Additionally, label software ISVs are increasingly migrating towards cloud solutions: Loftware (NiceLabel) and Bartender have both introduced cloud-enabled printer management tools to enhance printer visibility and dashboard analytics.

As OEM brands strengthen proprietary software tools, channel partners have aimed to add critical client value through managed services. Leading vendors such as Zebra have integrated a strong software ecosystem with its Savanna and Link OS platforms that aim to offer asset tracking and performance improvement diagnostics. Additionally, Honeywell has developed its own Operational Intelligence platform to help manage Honeywell branded products. Moreover, while the majority of channel partners have managed client assets through third party ISV tools such as SOTI or AirWatch, some resellers have begun to develop their own proprietary management tools. Resellers such as Barcodes Inc. have differentiated by utilizing their TrueView asset management platform and expanding their role in managing these solutions.


Michael Clarke

Michael is a market research and consulting professional who works within VDC's Auto ID and Data Capture practice, supporting syndicated research and custom engagements. Michael brings experience in market research, financial services, and operations. Michael holds a B.A. in Economics from Colgate University.

Richa Gupta

Richa is a Consultant working for VDC's AutoID & Data Capture practice. She has been tracking the markets for a range of AIDC technologies at VDC since 2010, including, but not limited to, barcode scanners and printers, labeling solutions, machine vision solutions, and robotics automation. Over the years, she has undertaken market opportunity sizing and forecasting, competitive landscape analysis, and offered strategic marketing assistance, while also providing valuable thought leadership for this technology segment. Richa holds a degree in Computer Engineering and an MBA from India.

David Krebs

David has more than twenty years' experience covering enterprise and government mobility solutions, wireless infrastructure and automatic identification and data capture technologies. David's research focuses on the intersection of digital and mobile solutions with today's business and mission critical frontline mobile workforce and how organizations are leveraging mobile solutions to improve workforce productivity and enhance customer engagement. David's consulting and strategic advisory experience is far reawching and includes technology and market opportunity assessments, technology penetration and adoption analysis, product and service development and M&A due diligence support. David has extensive primary market research management and execution experience to support market sizing and forecasting, total cost of ownership (TCO), comparative product performance evaluation, competitive benchmarking and end user requirements analysis. David is a graduate of Boston University (BSBA).

Table of Contents

Executive Summary

  • Key Findings
  • Notice of Changes from Prior Year

Global Market Overview

  • Regional Forecasts
  • The Americas
    • North America
    • Latin America
  • Europe, Middle East, & Africa (EMEA)
  • Asia-Pacific (APAC)

Comparative Forecast by Vertical

  • Retail
  • Transportation & Logistics
  • Manufacturing
  • Healthcare

Latest Technology Trends

  • Linerless Print Technology
  • Auto Barcode Verification
    • Thermal Print Technology
    • Color Label Printing Technology
  • Software & Services
    • Device Management (MDM) & Extended Software Feature Sets
  • Stationary Printer Form Factor Trends
  • Stationary Printer Print Width Trends
    • RFID

Comparative Forecast by Distribution Channel

Competitive Landscape

  • Vendor Insights
    • Avery Dennison
    • Bixolon
    • Brother
    • Honeywell
    • SATO
    • TSC
    • Toshiba TEC
    • Zebra Technologies
  • Additional Exhibits

About VDC Research

Report Exhibits

  • Exhibit 1: Global Shipments of Stationary Thermal Printers Segmented by region (Millions of Dollars)
  • Exhibit 2: Forecasted Americas Shipments of Stationary Thermal Barcode Printers Segmented by Form Factor (Millions of Dollars)
  • Exhibit 3: Forecasted EMEA Shipments of Stationary Thermal Barcode Printers Segmented by Form Factor (Millions of Dollars)
  • Exhibit 4: Forecasted APAC Shipments of Stationary Thermal Barcode Printers Segmented by Form Factor (Millions of Dollars)
  • Exhibit 5: Forecasted Global Shipments of Barcode Printers Segmented by Economic Sector (Millions of Dollars)
  • Exhibits 6: Global Shipments of Stationary Thermal Printers Segmented by Print Technology (Millions of Dollars)
  • Exhibit 7: Forecasted Global Shipments of Stationary Thermal Barcode Printers Segmented by Form Factor (Millions of Dollars)
  • Exhibit 8: Forecasted Global Shipments of Stationary Thermal Barcode Printers Segmented by Form Factor (Thousands of Units)
  • Exhibits 9: Global Shipments of Stationary Thermal Printers Segmented by Print Width (Millions of Dollars)
  • Exhibit 10: Global Stationary Thermal Printer Shipments Segmented by Distribution Channel (Millions of Dollars)
  • Exhibits 11: Global Shipments of Industrial Thermal Printers Segmented by List Price (Millions of Dollars)
  • Exhibits 12: Global Shipments of Desktop Thermal Printers Segmented by List Price (Millions of Dollars)
Have a question?

Jeroen Van Heghe

Manager - EMEA



Christine Sirois

Manager - Americas


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