The market for ink tank printers is expected to grow quickly in the coming years as users seek to take advantage of their cost benefits, which provides opportunities for resellers.
With the UK economy continuing to stagnate, and economic forecasts not predicting a return to strong growth for some time, it means that times are tough for many small and medium-sized businesses (SMBs), so they are looking for cost-effective equipment, including, increasingly, ink tank printers.
Data from DataIntelo found that the global inkjet printer ink tank market size is forecast to grow from $6.5 billion in 2023 to $12.3 billion in 2032. This growth is driven by demand – largely from SMBs – for high quality print solutions that are also cost effective.
Greig Millar, chief revenue officer at Brother UK, agrees that there is an uptick in interest in ink tank printers. “We’re seeing small and home businesses increasingly prioritise long-term value and affordable tech choices, with a shift towards flexible, low-maintenance print solutions like refillable ink tank models,” he says.
“Much of the appeal lies in a lower total cost of ownership. Unlike traditional cartridge models, ink tank printers offer significantly higher page yields and require less frequent refilling.
“We’re also seeing rising demand among home workers, freelancers and microbusinesses who want hassle-free, high-quality colour printing without being tied into a subscription model.
“This audience values full ownership and simplicity, and ink tank technology fits perfectly into that desire.”
Chris Bates, business unit director – print & supplies, UK&I, TD SYNNEX, agrees that there are various benefits to ink tank printers. “Ink tank printers deliver a great customer experience and customers don’t have to worry about buying replacement ink cartridges every month,” he says.
“Ink tank printers are more or less, ‘set and forget’. You buy the printer and you are good for a few years. This gives confidence to the consumer and, as people and business print less now, replacing laser printers with ink tanks saves cost per page and lowers carbon footprint.
“As businesses print less, they are looking to have smaller printers in more locations. This saves time and expense – and it’s a more convenient option. As ink tanks have a lower cost per page, the more they print, the cheaper the printer becomes, so it’s a win-win.”
Market entry
With the increasing interest in ink tank printers, manufacturers are responding. “This summer Brother entered the Western Europe ink tank market for the first time with two new models designed to deliver unrivalled speed, quality and connectivity in a compact footprint,” says Greig.
“Our new tankbenefit range provides 5,000 pages of colour and up to 15,000 pages of black ink straight out of the box, helping users reduce interruptions and control ongoing costs.
“The DCP-T580DW is our entry-level device and well suited to users with less substantial print needs often operating out of a home office, while the step-up DCP-T780DW offers market-leading colour print speeds and an LCD touchscreen making it ideal for small business use. These devices also come in our new, fully recyclable packaging, contributing to business’ sustainability goals and helping them prepare for the future.”
Reseller benefits
This shift towards ink tank printers opens up new revenue streams for resellers, Greig notes. “Particularly with customers looking for affordability, reliability and reduced downtime,” he says. “Partners can find a toolkit on BrotherZone to position our ink tank solutions, helping them maximise the benefits of the new range for customers.”
There are other benefits for resellers to ink tank printers too, notes Chris. “As they cost more up-front, ink tanks generate more income for the partner,” he says. “It means that the reseller captures the subsequent sales of ink cartridges as well. They also displace compatible inks as generally, the original ink bottles available for ink-tank devices are competitively priced.”
Chris adds that resellers should look to educate customers on the benefits of ink tank printers. “A little education goes a long way,” he says. “By informing the customer that they will actually save money in the long run, resellers can capture the sale of the printer and the ink for up to three years in the initial purchase. That means good business for them and a happy end user.
“There is no need to stock or supply replacement inks cartridges and resellers would generally lose the sale of those add-ons through the life of the printer anyway.”
Future
Looking to the future, Chris anticipates that demand for ink tank printers will continue to grow in the coming years. “Ink tanks are already competing with traditional lasers as they use less electricity, they are lower maintenance and deliver higher satisfaction,” he says.
“In my view, the current competition in the market is great for consumers – as the vendors look to provide the best solutions, I expect to see bigger, faster machines and maybe some commercial offerings.”
