While food and beverage labels typically garner the vast number of headlines when dealing with growth, there are numerous end-use segments seeing an uptick in usage lately. Following the Covid-19 pandemic, the emphasis on health and wellness has never been higher. This has led to opportunities in the pharmaceutical and nutraceutical markets.

Nutraceutical labels and packaging, specifically, have seen strong growth recently. According to BCC Research, the global nutraceuticals market is expected to reach nearly $439 billion by 2026. This strong growth has placed a greater emphasis on the label and package – specifically in terms of information and accuracy.

There is no one-size-fits-all to a typical nutraceutical package, though. Brands can differ greatly, but they all have similar goals. “Many nutraceutical companies prefer a more straightforward concept with earthy tones, pictures of ingredients, and a somewhat calming feel in the overall packaging,” explains Darrin Lerud, technical customer success manager at Fortis Solutions Group. “In contrast, others select metallic or holographic embellishments and raised tactile varnishes for both touch and eye-catching appeal. It’s up to the brand and who they’re marketing to.

“We have seen a more ‘fun’ design in the last two years as brands target younger consumers – think the Olly brand of supplements and Hum Nutrition,” adds Lerud.

Extended content labels (ECL) have emerged as a popular choice for brands, as they can include a wealth of information. Brands prioritize the ability to include valuable product, regulatory, health, safety and instructional information that is vital to users. Plus, multiple languages are often required.

“Extended content labels allow our customers to focus on a broader market with fewer SKUs to inventory,” states Lerud. “This provides a more streamlined logistic process for them, especially when entering the EU marketplace. Producing ECLs is somewhat complicated, requiring specialized equipment and extensive experience. Others don’t want to get into this technology, but we have worked in this category for decades, making us a trusted consultant when advising customers considering ECLs for the first time.”

Booklets and 2-plys are the two most common types of ECLs produced at Fortis Solutions Group. Unlike traditional labels, extended content labels, booklets, overwraps, 2- and 3-ply labels offer additional branding and instruction space inside the label for many different reasons.

“Some customers need the additional space for foreign languages or recipes, IRC coupon barcodes, warnings, recycling instructions, nutritional facts, and sometimes just extra general information that the end consumers may want or need,” remarks Lerud.

Getting started with ECLs can be a challenge. Therefore, brands should work with their label suppliers to ensure an efficient and accurate label adorns the nutraceutical product.

“Many of our customers needing extended content labels are young brands that are growing very quickly,” says Lerud. “Quite often, they don’t know what is required, and that’s when our team of experts steps in and offers design and layout assistance and advice to our customers. We do our best to take the growing pains and fear of the unknown out of the equation. This has grown into our customers truly trusting and relying on us not just as a vendor but as a partner.”

Extended content labeling is not the only trend in the nutraceutical space. Much like other prominent segments, the drive for sustainability is strong. Wellness should extend to the customer and the environment.

“The demand for more environmentally-friendly sustainable packaging, be it pouch, label, or carton, has really exploded over the past several years,” states Lerud. “What was once a nice to have is increasingly becoming a requirement for our customers – and the consumer. Other environmental initiatives such as Forest Stewardship Council (FSC) Certification, Wash Away labels, recycling instructions, and even recycling drop-off locations are also becoming common requests.”

Additionally, Fortis is seeing a common and never-ending battle against counterfeiting, and companies are turning to Data Matrix codes, QR codes, consecutive label numbering, and other anti-counterfeiting measures such as watermarks, microtext, holograms, and other unique markings for their packaging.