By Corey Reardon, president and CEO of AWA Alexander Watson Associates and Labelexpo’s materials ambassador 

Labelexpo Europe 2025 in Barcelona is set to be the most significant event of the year for the global labeling and packaging industry, showcasing not only a dynamic sector but one that is resilient and full of opportunities across the entire value chain.

In the coming years, the label market, along with its diverse range of materials across all formats, is expected to continue its growth. However, this growth will be characterized by more mature and moderated demand, influenced by macroeconomic factors and external challenges.

Materials:      

• Papers (pulp)
• Films (resins)
• Adhesives
• Inks
• Silicones

Formats:    

• Pressure sensitive
• Glue-applied (cut & stack and wraparound)
• Shrink sleeve
• In-mold

Against this backdrop, the labeling and packaging sectors will face increasing pressure to meet increasingly challenging sustainability and circularity criteria. As consumer preferences shift toward environmentally responsible practices, the label industry and its material suppliers must demonstrate continued innovation and adaptability.

Adapting to challenges

Recent years have presented considerable supply chain challenges, including raw material shortages, complex shipping logistics, and geopolitical tensions, all of which have placed additional strain on material suppliers and their customers.

Despite these challenges, new material trends are emerging to meet the evolving demands of the market, especially in terms of sustainability. Innovation remains crucial, with suppliers exploring next-generation materials and technologies.

At Labelexpo Europe, key highlights will include eco-friendly materials incorporating biodegradable and recycled content. Attendees will also see technologies designed to promote not only sustainability but also enhanced consumer engagement, transparency, and interactivity. Smart materials, such as RFID technology, will be at the forefront of the industry’s future. Linked with AI and other supporting technologies, the opportunities are numerous.

Material trends

The growth of bioplastics derived from renewable plant sources will be a major trend, offering materials that degrade more quickly than traditional plastics and contribute to waste reduction. Papers with higher recycled content with eco-friendly coatings that increase performance and circularity will provide economic and sustainable solutions. Water-based adhesives, inks, and other materials will provide sustainable alternatives, with ongoing efforts to improve performance while minimizing environmental impact. Additionally, advancements in material science will continue to drive the development of thinner, lighter materials that maintain their performance while reducing material usage and waste.

Other innovations, including nanotechnology, regenerative materials, and hybrid laminates, will further transform the material landscape in the years to come.

The label industry is leading the way in material innovation, driving a more sustainable future while navigating the challenges posed by evolving legislation and shifting consumer demands. By continuing to invest in eco-friendly materials and cutting-edge technologies, and by addressing supply chain obstacles, the industry remains in a strong position for growth with the ability to capitalize on current and future opportunities.

Don’t miss this exciting future at Labelexpo 2025 in Barcelona.