Shrink sleeve innovation is at an all-time high in the label and package printing industry. Numerous end-use segments, especially those in the beverage industry, have seen the benefits of utilizing a shrink sleeve on their package. However, there are inherent challenges in this process that require navigation.

To overcome these hurdles while positioning converters and brand for success, Avery Dennison has focused on shrink sleeve innovation. The demand from converters has centered around the versatility for multiple containers and shapes, and the ability to market over a greater landscape.

“Shrink sleeves provide 360-degree advertising for a brand owner, which entices consumers and catches their eye,” comments Jacki Wade, associate product manager, Avery Dennison. “Shrink can be used on all kinds of containers and shapes, so it is growing outside of the traditional beverage arena. Shrink is not just tamper resistance any longer.”

While shrink sleeves have long been associated with the beverage industry (which will continue), the technology is expected to make strong inroads elsewhere. In fact, almost every segment has a viable case for shrink sleeves.

“I see shrink making its way further into the personal care industry on all hair products and into pharmaceuticals,” explains Wade. “With all the focus on the consumer asking their doctor about advertised medicines, wouldn’t it be something to secure the packaging in shrink and allow for more information and graphics on the packaging. E-commerce is here to stay, and we all want our packages received in the mail to look like the package you would purchase in a brick and mortar – and shrink can also provide that protection and look.”

The challenges associated with shrink sleeves are numerous. For example, there needs to be a clear understanding of the degree of graphic print distortion in order for the images and graphics to be clean, sharp and legible post-label application. Plus, converters must also be tuned into the entire seaming process.

Even variables such as heat during the shipping process must be accounted for when working with suppliers. The sleeve must also withstand the summer heat during shipment.

Sustainability presents another obstacle in this marketplace. The same attributes that make shrink sleeves advantageous for brands can also pose recycling challenges. This is where a strong partnership with your supplier is critical.

“With the 360 degrees of marketing comes the need to dispose of the sleeve so that the container can be recycled or reused,” says Wade. “When being used as tamper resistant packaging, it was okay to use a perf. However, on a nice, high-end graphics shrink, where is a good spot to put that perf? And therein lies the dilemma or challenge. Finding an easy way for the consumer to be environmentally good citizens with a shrink labeled container poses a big challenge. Proper disposal of the used container is key to success so making that process easy and consistent will be key.”

Avery Dennison’s R&D efforts have centered on shrink sustainability. Avery Dennison has just launched a 45-micron recyclable shrink for commonly used PET bottles. The product uses less material at 45 microns and is completely recyclable in the PET stream. 

“This product enables consumers to recycle the shrink label with the PET bottles, which are most prevalent in the beverage world,” adds Wade. “Focusing on making the cradle to grave process easy for all is where the focus for the future should be.”