The surge in e-commerce has led had a significant impact on the label and package printing industry. While this was a trending topic prior to the pandemic, the advancement of online ordering increased exponentially. The rise of e-commerce has directly fueled the growth of the label market by driving demand for efficient, reliable, and scalable labeling solutions.  This growth has been witnessed across large segment channels, such as retail, and warehouse automation, leading to greater demand for thermal labeling products. There is no sign of slowing down, either.

“The trends in packaging, such as customization, sustainability, and automation, the growth of third-party logistics providers, and innovations in labeling technology, like RFID, all indicate that thermal labels will remain at the core of e-commerce for the foreseeable future,” states Brett Borovicka, product manager, Avery Dennison. “With evolving needs around speed, sustainability, and traceability, the thermal label market will continue to adapt to meet the growing demands of the digital shopping world.”

There are several key distinctions among thermal labels. Direct thermal printing involves a heated printhead that activates the coating on the paper, producing a temporary black image, servicing the functional lifespan of the product. According to Borovicka, direct thermal is an ideal, affordable option for shipping labels with variable information – such as barcodes and addresses, as well as other applications with a short lifespan.

Meanwhile, in thermal transfer printing, the ink from a print ribbon is melted onto the substrate, creating a permanent image. Thermal transfer papers enable vibrant print clarity and reliability. With an appropriately matched paper and print ribbon, customers can create labels that are heat, moisture, and smudge resistant. 

“The thermal label technology has evolved in many ways over the years,” notes Borovicka. “Most notably, it provides label material that can run more efficiently from a converting speed perspective and more sustainably by utilizing more eco-friendly materials – and in some cases minimizing waste.”

This growing market has also been met with several challenges, specifically in regards to variable information (VI) printing. “A significant challenge in VI printing is introducing innovations that require customers to make changes to their operations,” explains Borovicka. “While Avery Dennison prioritizes customer needs during these transitions, full adoption often necessitates adjustments on the customer’s end. Avery Dennison is committed to facilitating this adoption process, as these innovations typically offer substantial sustainability or efficiency benefits.”

As more customers have explored thermal printing, Avery Dennison has responded with a wide range of products. Many of these new innovations meet industry demand for increased sustainability.

“We offer a wide range of variable information labeling products made with direct thermal and thermal transfer technologies,” says Borovicka. “Each offers benefits suited to the application. We recently introduced our new no-phenol-added direct thermal papers, designed to provide a safer and more compliant labeling solution without compromising on performance. Our diverse range of direct thermal papers is tailored for a variety of applications, ensuring high-quality results every time.”

The new products include DT 200GP, which features high thermal sensitivity with a topcoat for enhanced abrasion resistance, and DT 200TL, which is Avery Dennison’s latest grade, specially developed for transportation and logistics needs. Plus, DT 300LD is ideally suited for dry applications and industrial use. Finally, DT BOPP is a durable filmic facestock designed to withstand the harshest environments. 

“We are expanding our range of eco-friendly products with our ECO portfolio, featuring thinner constructions, and our DT Linerless portfolio, which is 32% thinner and offers up to 50% more labels per roll,” adds Borovicka.