Even though paper facestocks still account for the lion’s share of label materials, films are making significant inroads in the market. One of the main drivers of film development is the varying needs of brands on the shelf. The wide range of products and designs has necessitated new materials to stand out on crowded shelves. UPM Raflatac, based in Mills River, NC, USA, has responded to these demands with a wide range of new film products.

The latest trends, such as e-commerce, have also required added R&D investments in filmic materials.

“Films provide great branding opportunities, as well as excellent performance from application through the entire product lifecycle,” explains Peeyush Tripathi, technology platform manager, Films & Specials, UPM Raflatac Americas. “Growth of e-commerce and today’s digital consumer journeys have made point-of-purchase and point-of-sale even more fiercely competitive for brand owners. Therefore, there are now end-use segments (for example, wine and spirits) where the label can be a strong sales driver.

“The use of film labels is increasing in almost every end-use segment,” adds Tripathi. “With plastic film labels, the converting plants enjoy high-speed converting and can realize higher operation efficiency with thin films, as with our UPM Raflatac Vanish range. Brand owners enjoy increased color gamut for the art work that can go on their labels, and consumers enjoy better in-field performance like water and moisture resistance.”

Not only have UPM Raflatac optimized its materials for performance on-shelf, the company has prioritized sustainability. Those endeavors have been recognized, too. UPM Raflatac recently received APR (Association of Plastic Recyclers) recognition for printed PP labels in the PET recycling process with UV flexo inks and varnish.

“Sustainability is the main trend in the market that is driving innovations and differentiation in the films industry,” comments Tripathi. “As consumers increasingly show that they care about sustainability and are willing to pay more for it, film labeling is enabling brands to create sustainable brand narratives and take action for a more sustainable future. From optimized material usage (downgauging), to the increased use of recycled content, to sustainable bio-based feedstock, films have responded to the evolving challenges and needs of today’s marketplace.”

Sustainability has emerged as an “absolute differentiator” for UPM Raflatac’s customers. This trend is taking place at all levels of the supply chain. Consumers are demanding products with a lower carbon footprint, while brand owners are demanding recycling enabling technologies build-in the labels.

UPM Raflatac has engineered its newest products to meet customer demand for performance and sustainability. According to Tripathi, UPM Raflatac is continuously working to make its products more sustainable without sacrificing performance.

“We offer the world’s first 90% post-consumer recycled (PCR) PET label film in the PSL markets, and it has been received well by our customers, by brand owners and consumers,” states Tripathi. “We’ve also launched UPM Raflatac Forest Film. This range of PP and PE films made from a residue of the pulping process achieves unparallel carbon savings. As well, our label products are manufactured at our Mills River, NC factory, which is run on 100% renewable electricity, offering an even lower carbon footprint.

UPM Raflatac’s sustainable products feature recycled content in film labeling materials (PET, PP and PE), and they are made from renewable materials – UPM Raflatac Forest Film, for example. The company’s high performing wash-off adhesive RW85C also enhances PET package recycling. The company’s strides have been designed to counter the perception that film labels only use fossil-based, petroleum derived materials.

“UPM Raflatac SmartChoice is a portfolio of products that deliver to these demands with sustainable plastic film labeling materials (PCR, downgauged and wood-based films),” adds Tripathi. “Our UPM Raflatac SmartCircle portfolio enhances the recycling of PET packaging containers via innovative APR-recognized wash-off adhesives, and also enables the reuse of packaging. We are experiencing unprecedented growth in demand for sustainable products, and sustainability will continue to be the foundation of UPM Raflatac’s business philosophy.”