2025 Industrial Coding and Marking Solutions: On-demand Variable Data Requirements Driving Change

Inside this Report

This report covers global market sizing and forecasting for coding and marking solutions, including vendor market share and competitive analysis. Ongoing digital transformation within factories and the shift to Industry 4.0/5.0 standards is driving the need for automated, cloud-based solutions that can facilitate error-free serialization and traceability workflows, including coding and marking. These solutions are required at every level of today's manufacturing and distribution environments-for individual consumer units, cases, pallets, and everything in between. The need for on-demand variable data coding and marking is increasing, and vendors are introducing solutions that address this requirement.

What Questions are Addressed?

• What are the primary technologies that form the coding and marking solutions landscape?
• What is the role of software and services in overall solution development and sale?
• Are there any regional variations in adoption of and investments in these solutions?
• Who are the leading vendors and solution providers?
• What are some of the product innovations in this market?
• How important is on-demand 2D coding and how are vendors supporting this emerging requirement?

Who Should Read this Report?

VDC has designed this research program for senior decision-makers at coding and marking solution vendor organizations as well as their partners and customers, 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

Organizations Listed in this Report:

• Control Print
• Domino Printing Sciences (wholly- owned subsidiary of Brother Industries)
• Hitachi Industrial Equipment
• Keyence
• Koenig & Bauer
• Leibinger GmbH
• Linx Global (wholly- owned subsidiary of Veralto Corporation)
• Loftware
• Markem-Imaje (wholly-owned subsidiary of Dover Corporation)
• Matthews Marking Systems
• REA JET (wholly- owned subsidiary of REA Elektronik GmbH)
• Seagull Software
• Videojet Technologies (wholly-owned subsidiary of Veralto)

Executive Summary

As global supply chains become more complex, manufacturers are increasingly automating their production and distribution workflows. The goal is to minimize downtime, scale capacity, and eliminate manual, error-prone processes. Accurate, real-time, and compliant on-package data has never been more important. Industrial coding and marking solutions are essential for manufacturing operations worldwide, enabling businesses to meet critical requirements for anti-counterfeiting, branding, product identification, regulatory compliance, safety, serialization, and traceability. These solutions are primarily used to code key product data on primary (product-level), secondary (case-level), and tertiary (pallet-level) packaging. Typical information includes logos, barcodes, serialization codes, expiration dates, batch and lot numbers, manufacturing dates, ingredients, and product descriptions.

Technologies such as Continuous Inkjet (CIJ), Thermal Inkjet (TIJ), Valve Inkjet (VIJ), Piezo Inkjet (PIJ), Thermal Transfer Overprinting (TTO), and laser address a wide spectrum of application requirements. The choice of technology depends on line speed, substrate type, durability needs, and the desired print resolution. These devices must mark reliably on various materials including flexible films, rigid plastics, paper, cardboard, glass, foil, metal, fabric, and woven materials. However, suboptimal hardware selection or integration can compromise code readability and introduce inefficiencies across the production line. Manufacturing environments often use a mix of printer brands, models, and software platforms. Managing such heterogeneous systems creates added complexity, especially when variable data printing is required. According to VDC's research, the demand for variable data printing continues to rise, driven by evolving regulatory mandates and supply chain traceability needs. High-speed production lines pose challenges for printing serialized 2D codes, even though most installed systems can support them technically. As a result, vendors are developing next-generation solutions that enable high-resolution, high-speed printing of serialized, variable 2D barcodes across diverse substrates. VDC's research indicates that unit-level serialization may be worth considering for the following types of businesses - operating in highly regulated or export-driven sectors; facing counterfeit risk; and requiring consistent data sharing with supply chain partners.

Industry regulations are tightening globally. Agencies such as the US FDA, EU MDR, NMPA (China), FSSAI (India), ANVISA (Brazil), and others increasingly mandate traceable product labeling. Initiatives like GS1's Sunrise 2027 are encouraging manufacturers to adopt solutions that can generate variable 2D codes and compliant labels in a single pass. Additionally, the EU Digital Product Passport (DPP) initiative is commencing with the introduction of a "battery passport," which aims to enhance cradle-to-grave traceability of batteries with compulsory adoption by February 18, 2027. This initiative will provide essential information, including carbon footprint and supply chain movements, through data carriers such as QR codes. Similarly, regulations such as DSCSA and FSMA 204(d) are reshaping traceability and serialization in the pharmaceutical and food & beverage sectors, prompting widespread investment in coding and marking system upgrades. While coding and marking vendors were optimistic about the enforcement of FSMA Section 204(d) by January 2026, the date has now been delayed by 30 months to July 2028, pushing out some investment decisions.

Ongoing digital transformation within factories and the shift to Industry 4.0/5.0 standards is driving the need for automated, cloud-based solutions that can facilitate error-free serialization and traceability workflows. Manufacturers who don't update and upgrade their labeling, coding and marking hardware and related software run the risk of non-compliance with evolving traceability mandates, which can lead to costly errors, production-related inefficiencies and extended downtimes, and penalties. VDC's research suggests that these costs and associated risks could be passed on to upstream and downstream partners who are unable to implement solutions effectively. Recent tariff introductions and trade wars are expected to impact costs for key components in the coding and marking market.

The global competitive landscape for coding and marking solutions is characterized by a mix of established multinational corporations and regional specialists. At the top tier, companies like Videojet (part of Danaher), Markem-Imaje (part of Dover Corporation), and Domino (part of Brother Industries) maintain dominant positions across most regions. These companies leverage their brand equity, extensive global reach, comprehensive product portfolios, and strong service capabilities to maintain market leadership. Beyond the global leaders, several companies maintain strong regional positions such as Control Print, Han's Laser, Hitachi Industrial Equipment, Keyence, Koenig & Bauer, Leibinger, Matthews Marking, and REA JET - these brands are collectively chipping away at the global market opportunity, competing on price, technical leadership, sector expertise, and localized presence. Hardware vendors are continually looking to retain customers and extend their reach through new product development initiatives, enhanced software focus, and proprietary consumables. Several new products introduced in the last 12 months have been focused on laser and PIJ technologies. They certify the use of inks exclusively for use with own inkjet coding equipment for ensuring print performance, regulatory compliance, equipment longevity, and brand stickiness. Consumables represent a crucial revenue stream that often exceeds the initial hardware sale over time.

Key Findings:

• Regional drivers for investment will vary based on industry mix, regulatory environment, and interest in infrastructure adoption. VDC's research suggests that focus on sustainability and other environmental initiatives will be strongest in Europe. EMEA will continue to generate the highest regional revenues, growing to $1.7B by 2029. North American manufacturers have to increasingly adhere to stringent compliance requirements; however, enforcement delays can shift investment focus in the near-term. The APAC market will experience the fastest growth rate (5.2%) through the forecast period, with increasing consumption and purchase of packaged products influencing automation requirements.
• Technology mix will shape coding and marking investment strategies - VDC's research suggests that coding and marking investments will vary based on application as each technology type is optimized for use with different substrates, production speeds, regulatory requirements, and pricing considerations. CIJ will continue to be the most popular due to its flexibility and "low cost per code"; drop-on-demand inkjet solutions like PIJ and TIJ will become increasingly relevant in environments requiring high-resolution alphanumeric codes; and, laser markers being increasingly favored for permanent, high-contrast marks, and zero cost of consumables.
• Industries powering coding and marking solution investments - Highly regulated industries and production environments (often with dynamic content requirements) will be at the forefront of coding and marking solution adoption. F&B manufacturers will generate the most significant revenues ($1.28B in 2025) to meet requirements associated with coding batch/lot codes, expiration dates, and allergen information. The life sciences sector makes strategic investments to stay in compliance with serialization mandates and the need for precise coding. Durable marking requirements will continue to drive consideration in aerospace, automotive, and electronics sectors. VDC's research indicates that digital transformation and sustainability initiatives are prompting consistent purchases and upgrades across industry sectors.
• Regulatory compliance and traceability driving market innovation particularly in highly regulated sectors such as automotive, electronics, (parts of) food & beverage, medical devices, and pharmaceuticals. Governments and industry bodies increasingly require manufacturers to apply accurate, legible, and permanent codes - such as batch numbers, expiration dates, and serial numbers - directly onto products and packaging. Product safety standards are becoming increasingly stringent, facilitating workflows that adequately support on-demand, variable data coding. Businesses are starting to rely on advanced coding technologies paired with code assurance software and vision inspection systems.
• Sustainability quotient rising through eco-friendly consumables production - Manufacturers today face increasing pressure to reduce environmental impact and comply with green regulations. Brands now seek coding solutions that align with their broader sustainability goals across packaging and production. Consumables (inks and solvents) innovation is a major area of focus in this regard. Vendors are developing low-VOC or VOC-free inks, eco-certified consumables, and closed-loop fluid systems that minimize waste and emissions.
• Low-cost competition challenging industry bellwethers - the market is being increasingly disrupted by low-cost competitors, particularly from China and other emerging markets, challenging long- established leaders. This trend is most evident in high-volume, price-sensitive segments like CIJ and now laser, where upfront capital costs and consumables play a critical role in buying decisions. Low- cost vendors offering affordable entry-level devices with basic functionality appeal to SMBs prioritizing capex savings, especially in fast-growing markets in Asia and Latin America. Established vendors are differentiating through global service networks, regulatory compliance, and robust industrial design, which are often lacking in cheaper alternatives.
• Short-run production schedules and frequent changeovers impacting investment dynamics - there is a rising demand for solutions that can adapt to mass customization, just-in-time manufacturing, and SKU proliferation. These must support rapid, error-free transitions/production changeovers, packaging formats, and even coding requirements. This dynamic manufacturing environment places a premium on flexibility, automation, and ease of use in coding and marking technologies. Additionally, software-driven solutions like centralized code management systems (such as Domino QuickDesign, Markem-Imaje CoLOS, and Matthews Marking's MPERIA) allow operators to switch messages, languages, and coding parameters across multiple lines from a single interface, significantly reducing downtime and human error.
• Smart, networked systems bridging the communication gap - manufacturers are prioritizing automation, connectivity, and digitalization as they commit to Industry 4.0 initiatives. Coding and marking devices are also evolving from being standalone, siloed devices to integrated and interconnected solutions that support real-time decision-making, performance optimization, and traceability. Vendors are enabling centralized code management, automated job changeovers, and consistent code quality across multiple lines and facilities. These smart devices also support remote monitoring and diagnostics through platforms like Domino Cloud, Matthews MPERIA, and VideojetConnect - providing predictive maintenance, device performance analytics, and cloud-based reporting.