Household product labels comprise a diverse and growing market. These labels can be found on products in most homes and office buildings, and there is a lot that goes into each one. The label must be aesthetically-pleasing and eye-catching, but there are a host of safety and hazard regulations that must inform the user.

The label must feature durability in order to withstand the rigors of the content inside, as well as other outside factors like sunlight. The labels also need to hold up during bulk shipment of containers. Any damage to the primary label graphics or product safety and health information could adversely affect the product.

FLEXcon, a manufacturer of pressure-sensitive film products for a wide range of applications, offers multiple products for this marketplace. Common materials for this market include papers, polypropylene and polyethylene films, and in some cases polyester and PVC films coated with permanent adhesives. 

According to John Bennett, vice president of the Product Identification Business Team at FLEXcon, “The film of choice really depends on the rigidity of the container and the container type if there is an intent for recycling. Laundry detergents are a key target for in-mold labeling where films are supplied with a non-pressure-sensitive coating that will enable the label to bond when subjected to the heat of injection molding.”

FLEXcon provides several popular products for household product labels, including polypropylene and BOPP substrates. THINflex and sureFLEX are two commonly used BOPPs, while optiFLEX, optiFLEX RESEAL, and optiFLEX SQUEEZE are the most requested polypropylene stocks.

The transition over to film stocks has been expedited by the closing gap between paper and film pricing. Films also provide excellent graphic quality. “Film labels offer much more brilliant aesthetics and opportunities for effects like the ‘no-label look’ or a ‘peek-a-boo’ label concept that allows the consumer to read through the product to get expanded content information on the back of the primary label,” explains Bennett. “The best labels promote the brand, inform customers of health and safety information on the product, and finally leave the product identity looking as good upon disposal as it did when the product was first purchased. 

FLEXcon has placed a large emphasis on this market because of its growing popularity. “It’s simple. Look around your home or business at all the household chemicals you use every day. There is extreme competition and just like personal care products, the manufacturer is constantly changing their look or container type to attract the consumer,” explains Bennett. “This opens the door for better aesthetics, brand differentiation tactics and the need for brilliant and durable pressure sensitive labeling solutions.”

In order for these labels to be successful, they must also adhere to a list of regulations. According to Bennett, New York State has launched a new initiative to require the public disclosure of chemical ingredients in household cleaning products.

He states, “A draft of the 2017 Household Cleansing Product Information Disclosure Program Certification Form and Guidance Document, in which disclosure will be required, has been released for public comment. Under the program, manufacturers of cleaning products sold in the State of New York are required to disclose the ingredients of their products on their websites and identify any ingredients that appear on authoritative lists of chemicals of concern. Public comment on the form and guidance will be accepted through July 14, 2017.”

Bennett adds that the household product labels space has a bright future. “The future is now in this market with the advent of digital imaging and the explosion of reseal technologies,” he says. “You will see with household chemicals the advent of easier portability for one time or limited uses, concentrated chemicals, reuse of containers with the offer of bulk refill purchases, and more.”

This market will find smaller run sizes, and brands will explore more ways of showcasing the product to the consumer.  Expanded content labeling will also play a prominent role, as it can offer more product information on specific chemical content to the consumer for safety and hazards, as well as proper disposal information. 

While digital printing has yet to make its mark, FLEXcon believes that the printing technology could in the not-too-distant future. “I would say that digital printing will be an asset to this market, but not yet,” says Bennett. “Manufacturers of household chemicals have likely not embraced smaller run sizes or the ability to differentiate their brands as frequently as we experience with the beverage markets or personal care items. The reason is you find more loyalty to household cleaning products — the buyer is simply scanning the shelf for ‘their’ brand, and consistency in branding is important in this market space.”

Bennett points out that Johnson & Johnson rarely changes the basic look of Windex–making adjustments just three to four times in the history of the popular cleaning product. Johnson & Johnson has, however, expanded its line with multiple window cleaning solutions and related brands with reseal packages, refills, alternative dispensing concepts, and so on.

As brands launch varied products, dealing with a plethora of SKUs and sizes, digital printing could make more of an impact.