When it comes to label substrates, converters and their brand customers are increasingly requiring sustainability. Circular products are no longer a luxury, especially as consumers seek brands that prioritize the environment. Sustainability will continue to serve as one of the top trends moving forward.

As a top supplier to the label and packaging printing industry, Wausau Coated Products (WCP) has seen requests for numerous sustainable materials. Customers are searching for products featuring recycled content with parity performance. Meaning, they want excellent performance with a more environmentally friendly label.

“Customers want recycled inputs—especially PCR film and higher PCW paper—without sacrificing print quality, converting speed, or durability,” states Gina Roemke, senior roll product manager, WCP. “That’s why we prioritize 90% PCR PET options and have expanded high PCW paper along with alternative fiber facestocks.”            

The label market is also requesting verified fiber sourcing and other key compliance. FSC certification continues to factor prominently for responsible paper sourcing. According to Roemke, WCP is seeing more diligence driven by regulations and retailer policies. EUDR related requests underscore why transparent supply chains matter for fiber based products, as well.

“Many of our sustainable solutions are made with up to 100% post-consumer recycled (PCR) content and alternative fiber papers providing press performance comparable to virgin films while substantially increasing recycled inputs,” explains Roemke.” This directly addresses brand and converter requests to move the needle on recycled content in labels.”

WCP has also seen an influx of requests for broader sustainable paper choices. These include recycled, tree free, and alternative fibers (hemp, agave, sugarcane). This market is growing quickly, giving brands both environmental benefits and the premium aesthetics they want in wine and spirits, specialty foods, and health & beauty, and more.

Overcoming challenges

Providing similar – or better – performance with a sustainable substrate, while also keeping costs down, is an obstacle in itself. There are several roadblocks that the industry is actively managing, though. First, material availability and scale are paramount, with an attempt to deliver consistent supply of high PCR films, high-PCW and alternative fiber papers while maintaining uniform quality. The challenge is exacerbated when demand spikes, too.

System level alignment is crucial. “A substrate can be ‘recyclable compatible,’ but recovery outcomes depend on local collection and sorting realities,” acknowledges Roemke. “Second, there are tradeoffs at the press and in application. Ultra-high recycled content can introduce variability. Our roadmap focuses on maintaining converting speed, print fidelity, and downstream label performance while lifting recycled content. Continuous development and qualification are essential.”

Charting progress

While there is still much for the label industry to accomplish, there have been numerous wins worth noting.

“Progress is tangible,” says Roemke. “As a manufacturer, we’ve reduced impacts in the plant (such as avoiding solvent acrylics since 1981, and segregating trim waste to channel eligible streams, to fuel pelletization rather than landfill) and in the product portfolio(expanding FSC-certified, recycled papers, alternative fiber materials, and  90% PCR PET solutions). We also participate in industry groups, like TLMI and CELAB, to advance liner recycling and circularity across the value chain.”

In the future, there are areas for improvement, though. For starters, scale and consistency of recycled materials supply must advance. And there also needs to be broader adoption of liner and label recovery programs.

“The good news is brand and converter engagement is higher than ever, and we’re aligned on practical steps that make a difference on today,” remarks Roemke.