The Changing Demands for Pressure-Sensitive Labeling
Whether for paper or film, the demand for pressure-sensitive (PS) materials is growing. According to market researcher Freedonia Group in its "Labels to 2015" study, PS material is the label of choice for more than 70 percent of labeled products worldwide, a demand projected to rise some 5.2 percent annually. Globally, PS systems are growing at almost ten times the volume of other labeling methods.
What accounts for this rampant growth? In large part it's driven by a closer link between the needs of consumer packaged goods (CPG) companies and subsequent technology innovations in PS films.
Why thin is in
For rigid, semi-conformable, or full-squeeze applications, film labels—both white and clear—are becoming the choice for delivering excellent printed graphics and visual effects that translate directly into shelf appeal and higher sales for CPG companies. From dynamic label shapes on complex curved containers to a "no-label" look with virtually invisible edge lines, pressure-sensitive film technology is adapting to deliver a visual impact that allows companies to differentiate their products, build brands, and increase share.
Yet the ability to use labels with exciting graphics isn't the only thing driving trends in PS films. Increasing demands for sustainability by consumers, brand owners, and converters are pushing the films to razor-thin dimensions and lighter weights.
Targets and scorecards
The proliferation of sustainability targets and scorecards have brought big changes to packaging containers and materials. To improve retail scorecard numbers, brand owners are pushing for thinner, lower weights and more environmental-friendly label options to reduce their carbon footprints. And the packaging industry is complying. In many instances, thin-film labels have enabled companies to eliminate folding cartons for some products, trimming costs for production, packaging, and shipping and reducing post-consumer waste.
And "thin" goes beyond the label itself. In addition to providing thinner labels and liners, many label suppliers are also reducing the adhesive coat weight. A new generation of adhesives enables the use of thinner facestocks and liners without compromising converting, application, and on-shelf performance.
The use of new adhesive technologies has also enabled some label developers to offer labels with recyclable polyester liners instead of paper, which must be incinerated or otherwise disposed of. Recyclable PET liners don't only reduce waste: if enough recyclable liners are accumulated, they can actually be sold to reclaimers at a profit. Many suppliers are actively working to facilitate this process by connecting recyclers with converters to amass used PET liners and make the process more economically attractive.
Container-to-container recycling
Ironically, getting the label off during the recycling process can now be just as important as placing it on the container in the first place. In the face of potential fines and negative public relations, brand owners are moving to facilitate container-to-container recycling for materials like PET and HDPE. By setting aggressive recycling goals for these fossil fuel based materials, brands are pushing substrate suppliers to develop label facestocks and adhesives that completely debond at the recycler to enable reclamation of pure PET and HDPE flakes.
Material suppliers are also helping to meet this need by focusing on packaging disposal. Many companies are now offering biodegradable and compostable label materials, as well as biodegradable inks that allow packaging to be composted. This not only provides dramatic reductions in waste going to landfill or incineration, but it lowers landfill taxes and boosts brand credentials.
Increasingly, convenience is king
It's no secret that ever-busier consumers crave convenience, particularly in the food market. From convenience stores to 24-hour Walmart Supercenters, on-the-go lifestyles are driving single-serving portions and individually wrapped packaging for all manner of convenience foods. Meanwhile, health-conscious consumers are looking for portion control and calorie-sensitive servings, as well as restricted-diet offerings like gluten- and lactose-free foods. As a result, demand for personal-sized packaging, often with pressure-sensitive re-closures is skyrocketing, up 8 to 10 percent globally, according to the Freedonia Group study.
Complementing convenience is consumers' emerging desire for "green" packaging. For some brands, offering more sustainable packaging means using thinner films, lighter containers, recyclable plastic, and even biodegradable packaging. Green also means focusing on reducing food wastage. For example, some packaging companies are continuing to develop specialized, breathable packaging that extends the shelf life of the food it protects as it passes along the supply chain from farm to consumer.
Interactive packaging
In an age of virtually iEverything what could be more convenient for consumers than interaction with a personalized product? Imagine driving engagement, loyalty, and trust for brands by communicating with consumers at the item level and continuing the interaction after the initial purchase. The use of new on-label technologies and materials can deliver information to the consumer, ensuring products are being used properly and even tracking product freshness. This kind of interactivity is being developed by packaging companies with innovations like:
- Thermochromatic inks to tell consumers when the beer or soda inside is cold.
- Time- and temperature-sensitive labels that show how long frozen foods or pharmaceuticals have been exposed to critical storage temperatures to help ensure freshness and efficacy.
- Near Field Communication (NFC) labels that communicate with cell phones to facilitate Web-based interactivity to deliver recipes, product usage information, or complementary brand messaging—and perhaps offers for discounts on future purchases.
Pressure-sensitive protection
Pirated and counterfeit goods result in annual industry losses in the hundreds of billions of dollars. They impact revenue for brand owners and retailers, and can negatively impact consumer perception of a brand, eroding its value. The global rise in counterfeiting, diversion, and other forms of intellectual property infringement, has made security labeling and other fraud prevention devices increasingly critical for protection of consumers and brand value.
Label and packaging security products create levels of anti-tamper and anti-counterfeit solutions that reinforce product quality and assure authenticity. Overt solutions include 2D holograms, clean-tear, and tamper-evident films, as well as laminated-in security threads. Additional cover solutions include infrared taggants and UV microfibers and printing. Integrated into products and labels on a need-to-know basis worthy of the NSA, many brands are using multiple layers of security solutions to protect themselves in the global supply chain. Some pharmaceutical brands, for instance, have begun including RFID technology into labels to increase traceability and help ensure compliance with regulations.
Function as well as fashion
Pressure-sensitive label technology isn't evolving to just look great on the container. It must also perform better on different substrates and in different chemical and temperature conditions. And this raises new challenges for package printers.
- Use of cheaper, full-squeeze containers means more irregular surfaces and the need for conformable films that provide greater flexibility and more adhesive wet-out.
- Global shipping requires variable information and prime labels that have greater weather and temperature resistance to withstand harsh environments and outdoor conditions.
- Wine and spirits brands are pushing the envelope of adhesive innovation by requiring labels to excel in the high-moisture conditions found in ice buckets and cold boxes.
- Beauty brands are utilizing the label as part of the packaging and bundling complementary products and two-for-one-price promotions.
- Brands in food, home, and personal care are launching special edition packaging with thin holographic films to showcase the product's uniqueness, draw attention at the shelf, and reduce counterfeiting.
Innovations that map the need
The industry-wide move to thinner films is as purpose-built as many of the applications required today. More and more, label suppliers are recognizing that substrate innovation cannot happen in a vacuum. To be truly useful to converters and brand owners, new substrates must meet a clear market need and offer a balance of high-quality printing, high-speed dispensing, and meaningful cost containment.
Thin PS films are a case in point. The performance of thin films and adhesives across the value chain can make the difference in how successful they are for brands and converters. Some film facestock innovations will seamlessly integrate into the industry with existing equipment. Others may need more accurate dies or retooling which may slow acceptance and adoption by label producers. For example, thinner labels that don't dispense at the same speed or look the same as the labels already in use won't meet the needs of the brand owner—and will be non-starters.
Developing the range of thin-film labels needed to meet rapidly evolving market demand is all about brand owners, label suppliers, and packaging producers working together to match operational capabilities and equipment with the right label construction for the types of containers being used. As the needs of brands evolve to match aggressive goals for sustainability, productivity, and differentiation, the entire value chain will have to continue to innovate, adapt, and collaborate. We're all in this together, and together we can succeed.
About the Author:
Kevin Clunie is Director of Film Product Marketing, Label and Packaging Materials, Avery Dennison.
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