The development by Hinterkopf suggests that packaging innovators are responding to expectations of the approaching industry boom of digital printing use, which allows for efficient smaller print-runs, and offers novel features for branding and design. According to market research firm MarketsandMarkets, the cosmetic packaging machinery market value is projected to reach $2,510.0 million by 2018, and estimates suggest that digital printing will account for 18% of all printed material by 2016.