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An assortment of challenges have been met with resiliency at all levels of the supply chain.
July 20, 2022
By: Greg Hrinya
Editor
While this might sound like a broken record, never before has the label industry encountered such a tumultuous year. The tail end of 2021 and the first half of 2022 have been ripe with challenges and once-in-a-lifetime events. The industry has dealt with the pandemic and its assorted variants, the supply chain crisis, paper making capacity issues, a war between Russia and the Ukraine, inflation, and workforce challenges. This begs the question, “What’s next?” As has been deftly noted by many, this is a resilient industry that has learned how to pivot on a dime. The wide range of obstacles impacting the industry has not translated to doom-and-gloom predictions. In fact, many remain optimistic as growth continues to surge. “While the industry is undeniably still facing challenges, we have a positive outlook for 2022,” explains Michael Degus, SVP, marketing and business development, Resource Label Group. “Demand remains strong and the trends afford continued opportunity. For example, SKU proliferation is still driving digital growth as companies continue to try to differentiate in a competitive market. In addition, shrink continues to be one of the fastest growing label technologies in key markets. We are also seeing expansion into flexible packaging for narrow web converters who are using hard assets to take on shorter runs.” “The state of the industry is extremely robust and healthy,” states Paul Teachout, narrow web business development manager, Anderson & Vreeland. “Even with continued supply chain issues, pricing pressures and workforce concerns, converters and suppliers both have continued to move the needle. Equipment sales and M&A activity have not slowed, showing that the climate for organic or growth-by-acquisition is still thriving. We continue to hear that converters and suppliers alike are having very successful year-over-year returns through an ever-evolving environment.” When it is said that the industry has never before seen times like these, it is not hyperbole. Both converters and suppliers have been tasked with on-the-fly changes – from remote servicing to modified schedules. Those challenges associated with the pandemic have extended into extreme supply chain constraints, which have been a source of consternation for so many. Additionally, the Finnish Paperworker’s Union strike that impacted UPM Raflatac added to these challenges. “We have never experienced a year like 2021 and 2022,” states Leslie Gurland, executive vice president of global sales and marketing, Lux Global Label. “Price increases, extended lead times and material allocation have plagued the industry.” “We all had to take a deep dive into our resources and capabilities to ensure we could strengthen our position to support our customers and partners through a difficult time,” says Teachout. “We were very fortunate to be slightly ahead of the game, having seven fully stocked distribution centers ready to go, our RFID Vendor Managed Inventory systems in place to reduce foot traffic in customers facilities, and having great partners to work with to manage price increases and supply.” The challenges have not amounted to a drop in business, though. For many converters, the obstacle has been navigating delays in supply fulfillment necessary to quickly turn around orders. “The North American label market has had historic levels of growth, typically seen over many years compressed down into a matter of just over one year,” comments JC McKay, VP of business development, FLAG (Flexo Label Advantage Group). “Contributing factors include an increase in consumer demand and spending beyond what anyone could have ever predicted, and with the pandemic many experts are predicting a fast approach to the next financial crisis.” The same holds true for suppliers, as well. “We have had a good year,” says Dave Grenwis, marketing manager, Delta ModTech. “We are experiencing growth as label converters are expanding and looking for more flexible converting systems to help them succeed in new markets such as RFID and medical industries.” E-commerce has played a big role in the landscape of label and package printing. While this sector was already trending upward prior to 2020, the pandemic contributed to a seismic boom. The pandemic caused other behavior shifts as well, as Victor Gomez, director of industrial labels, Epson America, notes. While he anticipates continued success for the industry, he cautions mindfulness as the industry reacts to current and future challenges. “Right now, we may be too busy getting work out the door and locating sources of media supply to notice that another shift is underway,” says Gomez. “The label boom we’ve been living through has come largely from consumers staying home, ordering products online and shopping at supermarkets rather than eating out at cafeterias or restaurants. As more people drive to work again or begin going out, traveling for vacation or business, the balance of consumer spending on products and services is starting to shift again. This is happening just as the federal direct subsidy ends and prices are rising at a rate not seen in 40 years. As a result, we should wonder at what point the consumer dollar will start to buy fewer products that require a label.” There are a number of steps converters can take to plan ahead for the future. Communication is key throughout all levels of the supply chain, and testing additional materials and conducting inventory planning are key as well. “We have navigated the challenges through transparent communication with our customers, suppliers and employees,” notes Gurland. “We strive to follow one of our key guiding principles – a sense of urgency in everything we do. We have to stay laser-focused in everything we do. We also have longer visibility of our customers’ forecasts, and we’re trying to increase the number of material options for availability and cost containment strategy.” According to McKay, suppliers and converters have had to innovate like never before in response to recent events. “Suppliers and converters have needed to pivot their business directions and get creative as to how to alleviate the shortages and continue driving business forward,” he explains. “This has led to qualifying alternative materials with customers, resetting lead time expectations, moving from what used to be a just-in-time environment to now weeks and even months, or even turning away new business. The industry will continue to demand innovation and the ability to change amongst both converters and suppliers. The difference between success and failure will be defined by a company’s ability to think forward.” How a company navigates the supply chain will be imperative in the future. Epson, for example, boasts redundancy in its manufacturing operations and a diversified product portfolio across consumer, professional and industrial products. The company’s operations allowed for a better response, which matches its expectation for the future. “Because we make all our own critical components – such as printheads and ink – we have more control on our supply chain than most competitors,” says Gomez. “But we do have to work through issues that affect everyone, like port congestion and container allocations. I must point out that, beyond keeping a healthy supply of consumables, we have not jumped on the bandwagon to raise prices on Epson SurePress or ColorWorks ink. Instead, we are doing everything possible to maintain a predictable TCO for our label customers.” Plus, association involvement has been critical for many. From FLAG and FTA to TLMI, collaboration and the sharing of best practices are not just luxuries when dealing with these unprecedented challenges – they’re a necessity. “For independent converters, all of these challenges have required them to think forward and find leverage every way they can,” adds McKay. “FLAG members have found an advantage amongst themselves in that they’re able to share best practices, innovate and strategize together around ways to overcome the supply chain challenges and ultimately make their businesses stronger as a result.” Clairvest shares view of label industry Doug Horn leads the packaging domain for Clairvest, a top private equity firm that partners with entrepreneurs to help them build successful businesses. He recently sat down with L&NW to provide his view of the label and package printing landscape. L&NW: How would you characterize the state of the label industry in 2022? DH: I think we are in a Goldilocks moment – not too hot, not too cold. There has been a surge in interest in the labels segment over the last couple of years – nearly every major label company has traded hands and is now under new ownership. The industry is very attractive thanks to its exposure to consumer staples. However, the resiliency of the segment has and continues to be tested by inflation and the need to increase pricing, restocking and destocking from end consumers, supply chain risks, labor availability, and machine lead times. L&NW: What impact has M&A had on the label and packaging industry? DH: The rate of consolidation has accelerated in recent years driven by global players and private equity-funded platforms. More than 80% of the top 100 label converters from 2000 are no longer independent. The biggest impact is that we are seeing both mid- and large-size label companies take market share from smaller independents as these larger companies tend to be better capitalized to invest in automation, management, sales and operational bench strength, and M&A. L&NW: How have the many challenges associated with the pandemic/supply chain affected M&A activity, and what are your predictions for the future? DH: The fallout from the pandemic and the supply chain constraints has intensified M&A interest from my discussions with privately-owned companies. We are seeing some of the mid-size players re-energize their interest in M&A as both an offensive and defensive tool – not only to diversify and grow their revenues but also to access different geographic labor markets and gain buying power with their suppliers. Likewise, the market volatility has whipsawed some of the smaller companies in the space. It has brought forward their intentions to sell given the stresses of the last few years. L&NW: What are the benefits for converters partnering with private equity firms? DH: We are big believers that independents can still win in this industry. It’s still a very local/regional business, where outstanding customer service matched with capability is a differentiator. We typically buy into companies alongside entrepreneur owners who are looking for a private equity partner – not as part of their retirement plan – but to help them gain scale with sourcing and funding add-on acquisitions, investing in new equipment and automation tools, building out their teams and generally providing strategic guidance on their growth journey. L&NW: In addition to M&A, what other trends are you seeing in this space? DH: The value proposition for the higher end label companies continues to center around quick turnaround times, smaller order batches, sustainability and digital capabilities. Companies that can master some or all of these elements are poised to grow at 2-3x the industry growth rate over the coming years. Also, we are seeing customers looking to make their supply chains less fragile – which means a subtle move toward a greater number of suppliers where price is still important but reliability even more so. Lastly, ESG is top of mind for all industry players driven by the targets put forward to the market by the brands.
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