40% the former, 60% the latter.
The “cool” stuff tends to be from promotional companies that do specialty packaging. There will be a few of those. Then you have your manufacturers that print paper , those that print film, those who deal with SBS, those with corrugate, blow-molding bottles, caps, dispensers, vacuum forming, etc.
Then you will get the automation guys.
Its in Chicago every other year, I go on the forth year. Not a lot new in the world of packaging.