Direct-to-object printing is one of the fastest-growing segments in the digital printing field. It is also a fascinating process, where virtually anything from cans and glassware to golf balls, pens and so much more can be directly printed on using inkjet. Industry executives note that direct-to-object printing is moving into the mainstream.

Jessica Makrinos, marketing manager, Inkcups, observes that in recent years, direct-to-object (DTO) inkjet printing has evolved from an emerging technology to a firmly established one. 

“Starting out as a fairly specialist and even disruptive technology in promotional and industrial printing, DTO inkjet is now much more widely utilized for everything from drinkware and cosmetics bottles to reusable bags, boutique packaging, and even sports items,” Makrinos says. 

“In 2024, the global market for direct-to-object printers alone was valued at more than $3 billion, with forecasts suggesting this could reach $4 billion by 2034, so clearly we are well beyond the phase of talking about DTO’s potential,” Makrinos adds. “We’re now seeing it facilitate real and measurable growth for print providers and brand owners in a range of markets.”

Paul Edwards, VP of the Digital division at INX International Ink Co., says there is very significant growth in many facets of direct-to-object inkjet printing. 

“Many printers are now available, ranging from relatively low cost and slow systems, which can be used to print a variety of different substrates, shapes, and sizes, to fast systems that print applications where the substrates and substrate types and configurations are more controlled,” Edwards points out. “Therefore, there has been a significant shift from analog to digital technology with the magnitude depending upon the application.”

Simon Daplyn, product and marketing manager, Sun Chemical, notes that the direct-to-object inkjet segment has experienced significant growth over recent years, driven by advancements in digital printing technology and increasing demand for customization. 

“Some brands are identifying products and markets where a move away from traditional labelling is leading towards direct decoration and enabling shorter runs, faster turnaround times and reduced waste,” adds Daplyn. “Market reports indicate double-digit growth annually, particularly in packaging, consumer goods and promotional products.”

Richard Fisher, technical manager, FUJIFILM Ink Solutions Group, reports that there is strong growth driven by demand for personalization, short-run, and on-demand production. This has led to an expansion from purely industrial users to accessibility to small businesses, entrepreneurs, and niche brands.

Brent Vodraska, regional product manager, Videojet, notes that direct-to-object inkjet printing has grown steadily as manufacturers look for ways to personalize products and deliver on-demand printing during production. 

“In many cases, continuous inkjet (CIJ) and thermal inkjet (TIJ) systems – commonly used for coding – can also be selected for these applications,” Vodraska says. “CIJ excels at high-speed printing of one-color, variable alphanumeric text at a low resolution, while TIJ offers high-resolution output of text and small one-color logos and simple graphics. This flexibility makes them practical options for customization without slowing down low- to high-volume workflows.”

Philip Chu, product manager, UV devices for Roland DGA, notes that direct-to-object printing and customization/personalization has grown tremendously within the past few years. 

“Just look at the growth of online resellers like Etsy,” Chu observes. “UV device technological advancements and ink improvements make it easy to achieve a lot of things that weren’t possible previously, especially with the addition of accessories like rotary attachments. Demand for UV printers like Roland DG’s VersaOBJECT MO Series benchtop flatbed printers and VersaOBJECT CO-i Series large-format flatbeds is higher than ever. In addition, Roland DG’s VersaWorks RIP software and the DG Connect platform have interfaces that are very user friendly, so even if you’re new to direct-to-object printing, you can achieve sellable results right away.”

Mike Pruitt, product manager, Professional Imaging, Epson America Inc., says that the direct-to-object inkjet segment has expanded significantly in recent years, due to the proliferation of UV ink sets and increasing demand for short-run and customized production. 

“Today, the market offers a much wider range of printer options, ranging from entry-level solutions under $10,000 to advanced industrial solutions priced over $500,000, making the technology accessible to both small businesses and large-scale production environments,” Pruitt reports. 

Over the last five years, Epson has introduced and expanded its SureColor V-Series flatbed UV printer line. 

“The SureColor V1070 is a compact, entry-level UV flatbed solution,” says Pruitt. “Featuring 6-color UltraChrome UV ink, it delivers stunningly bright, colorful and textured prints on materials such as wood and acrylic and directly on a wide range of promotional items such as keychains, golf balls, pens, and signage. For larger output, the SureColor V7000 is a 4’x8’ flatbed printer features 10-color UltraChrome UV Ink, including vivid Red Ink, Gray, opaque White Ink and eye-catching varnish, to achieve stunning prints on a variety of media, up to 3-inches thick.”

Pruitt points out that most direct-to-object printing is done with a flatbed printer that can handle moderate curvature; however, there are also printers that include rotary attachments to enable seamless printing on cylinder-shaped objects with a constant diameter. 

“Additionally, robotic printers can handle mixed shapes, further expanding printable objects and product offerings for print shops. Across this spectrum, machine pricing generally reflects production volumes and the print quality expected,” he says. “As print quality, material compatibility, and automation capabilities have also improved, more industries, including promotional products, packaging, drinkware, and consumer goods, have adopted direct-to-object inkjet as a flexible, cost-effective alternative to traditional decorating methods.”

Key Opportunities

The possibilities for direct-to-object printing are practically endless, as it can be printed on any 3D surface. For example, Fisher points to plastic tube packaging printing, for example, building products and small-scale cosmetics, as well as the craft beverage market, printing directly to cans. He also notes that direct-to-object printing is ideal for promotional products, branded merchandise, and personalized gifts, such as printing bottles, cups, flasks, glassware, water bottles, phone cases, electronic housings, sports equipment, and lifestyle products.

Pruitt says that two of the largest markets for direct-to-object inkjet printing are promotional products and signage. 

“These applications benefit from the expanded UV ink sets (some offering up to 10 colors) and specialty inks, such as digital varnish which adds spot effects and visual impact,” Pruitt notes. “In both promotional and signage markets, strong adhesion, durability and lightfastness are essential, making UV inkjet an effective and reliable solution.”

Daplyn says that the key markets using DTO printing include packaging, promotional items, consumer goods and industrial components.

“In packaging, the largest adoption of DTO printing is in the decoration of beverage cans and metal food containers, with specific growth in glass and plastic packaging for food and emerging growth in cosmetics,” Daplyn notes. “In each case, the ink used provides a high level of durability which is essential for meeting market requirements. In promotional products, it has been common for years to print company brands directly onto items such as pens, golf balls and tech accessories. This market predominantly uses smaller benchtop UV printers with custom jigs to hold multiple parts.”

Daplyn points out that the trend of printing directly onto industrial parts is growing, sometimes to meet track and trace requirements or to ensure parts are matched.

“Printing these types of objects often requires a higher degree of abrasion, heat and solvent resistance to ensure the print survives in a functioning component,” Daplyn reports. “Another area where DTO printing is increasing is in consumer items such as toys or sports equipment. Here, the final print has unique regulatory standards to meet which makes selecting the right chemistry key to a successful print.”

Edwards says that there are several key markets today using DTO inkjet printing. 

“Glass applications have really taken off, both from a more personalized aspect and also for differentiating brands and their products,” Edwards notes. “Other markets include ceramics and printing onto plastic containers, including cylinders. More recently, we have seen growth in 2-piece can printing and printing onto rigid, single-use products such as cups and plates.”

“At present, there are two main segments of the direct-to-object printing market: the small office/home office (SOHO) sector, and the corporate specialty sector composed of higher-volume companies/manufacturers,” Chu says. “Online and home business (SOHO) users specialize in low quantity and highly individualized experiences and products. Our VersaSTUDIO desktop UV printers – the BD-8 and BD-12 – are tailor-made for this type of customer, allowing them to get into direct-to-object printing easily and affordably. 

 “Corporate specialty and larger industrial producers require higher-volume runs,” Chu adds. “Given their production needs, they typically opt for our VersaOBJECT MO Series UV benchtop flatbeds or CO-i Series large-format flatbeds, which can direct-print on more items simultaneously as well as larger objects.” 

“It’s great to see DTO inkjet embedded across a wide variety of markets today,” Makrinos says. “The promotional and gifting space is a significant one, as it makes it easy and speedy to print and personalize branded drinkware, sports bottles, barware, event giveaways, corporate gifts, custom merchandise, sports items, and much more. The ease of use and personalization capabilities also extends to consumer print-on-demand, making it viable for online marketplaces to offer items such as personalized bottles, tumblers, glassware, home décor and gift items in runs of one.

“For brand owners, the ability to easily and affordably produce packaging that is short-run, limited edition, or seasonal with DTO is a game-changer,” adds Makrinos. “Imagine a spirits brand launching a winter-themed limited edition where every bottle features a slightly different snow-inspired illustration, or a cosmetics brand personalizing primary packaging with customer names, shades, or skincare routines for a premium, ‘made-for-me’ experience. As well as the on-shelf packaging, DTO inkjet is perfectly positioned to aid prototyping for product packaging. 

“With Inkcups customers, we often see DTO technology brought in to complement an existing product set, such as adding drinkware to an apparel offering, which then grows into an important new revenue stream,” Makrinos concludes. “With products like the entry-level Helix ONE cylindrical desktop DTO inkjet printer, it’s easier than ever for these businesses to take the leap and add products like drinkware, candles, and cosmetics packaging to their repertoire.”