Film labels offer the versatility and durability necessary for a wide range of converting conditions, which explains why the material is seeing strong growth across the globe. The supply chain constraints regarding paper have only added to their popularity, as more converters are now exploring filmic substrates as a suitable alternative to paper.

Even prior to paper sourcing challenges, film was on the rise. Films are durable throughout a wide range of conditions, from outdoor exposure to harsh chemicals present in industrial settings.

The benefits are plenty, says James Allen Howell, product manager, UPM Raflatac Americas. Films can deliver conformability, water resistance, chemical resistance, a clear-no label look, and increased run speeds. “Films also enable great dot reproduction during printing to be able to print high resolution images with fine details,” he adds.

AWA Alexander Watson Associates has segmented the global labeling market, and the numbers illustrate that filmic materials rival those of their paper counterparts. AWA’s research shows that in 2021, 71,005 million square meters of label materials were produced. Films accounted for 33,972 million square meters, or 48% of the substrates manufactured around the world.

According to AWA, film usage is especially popular in North America. Here, film and paper usage share a 50/50 split, while Europe leans more heavily on paper at a 55% share. South America, on the other hand, predominantly relies on paper to the tune of 67% of its labeling materials. Meanwhile, the Asian labeling market – like North America – is a near split, but films edge out papers as the continent sees 51% film usage compared to 49% for paper.

AWA adds that films are the driving force in sleeve and in-mold labeling technologies. Sleeve labels are 100% filmic materials, while 98% of IML is film. Pressure sensitive and glue-applied labeling trend toward paper, as 74% and 62%, respectively, lean more paper than film.

AWA states that films are experiencing solid global growth at 3.6%. Paper is slightly higher at 4%.

There are numerous reasons for the growth, too. The technology utilized in films has continued to grow, meaning a better, more impactful product. “The continued expansion of dyes, pigments and UV inkjet technologies has led to more universal TCs for film,” states Melissa Harton, marketing manager, North America, Fedrigoni Self-Adhesives, Acucote Brand. “This allows converters to run the same SKU across multiple platforms. With the increase in retrofit installations, this is an important improvement for the industry.”

With more brands on crowded shelves than ever before, films help in the aesthetic department, as well. “With a goal to stand out as much as possible at the point of sale, brand owners are seeking labels with special effects that give the perception of quality such as varnishes, textures, the clear ‘label-less’ look and specialty inks, in addition to vibrant, colorful labeling solutions,” says Kim Hensely, senior marketing manager, Mactac North America. “Some applications require a ‘no-label look.’ This is becoming increasingly popular for bottled water, sauce and condiment applications, calling for a clear adhesive and label that allow a consumer to see the actual product through the glass bottle or plastic container.”

But when should a converter choose film over paper? There are several considerations to keep in mind. “There are so many variables to think about when choosing a label substrate for a product,” explains Adam Frey, business manager of roll sales, Wausau Coated Products. “The first step to evaluate whether a film label is the best option is understanding your packaging, why are your customers motivated to buy it and how are they using it, to include any recycling or sustainable needs at the end of life. Herein lies the beauty of films as they can bring you benefits in all phases of the life cycle of a package, especially product packaging that requires more durability than what paper substrates can offer.”

“Applications that require extreme durability and moisture resistance are well suited for film,” comments Harton. “Film labels can also eliminate the need for an overlaminate, which can open it up to applications that might require a very thin, pliable label.”

Films are not just a nice-to-have option, either. In fact, film usage is required in many instances. “The durability requirements of labels for durable goods, automotive, aerospace, electronics, and industrial applications make filmic labels a necessity as opposed to an option,” states Jason Berthiaume, product manager – Durables, FLEXcon. “Durable goods and automotive labels must withstand at least three years of exposure to caustic chemicals, UV rays, and temperature extremes.”

Numerous consumer labeling applications benefit from filmic options, including beverage applications, personal care and cosmetics, and most applications involving plastic containers.

“Remember the days of sitting at the bar and peeling the label off your beer bottle? The goal was to pull it off all in one piece, leaving behind strips of adhesive on the glass. This may have been fun, but it didn’t make for a good brand impression. Filmic labels avoid that issue,” explains Melissa David, product manager, packaging, FLEXcon.

Cross-platform printability has been a key factor in enabling print service providers to make the most of their assets. “With the development of topcoats that are compatible with multiple print technologies, PSPs are able to maintain fewer SKUs on their floor,” continues David. “So long as that label material is suitable for the various end-use requirements, PSPs can run one product on multiple pieces of equipment. In addition, digital printing further enhances this capability because multiple designs can be printed and diecut all inline. This includes personalization on consumer goods labels to serialization in durable goods applications.”

Squeezable and odd-shaped containers make up a large part of food and beverage packaging.  They are often used for products like ketchup, honey, chocolate syrup, ready-to-drink sports drinks, vitamin waters, juices and more, as well as in the health and beauty space for lotions and gels.

“While this type of packaging is certainly unique and eye-catching, it poses some challenges for labeling,” comments Hensley. “Film labels can account for the unique shape of a container, and its squeezability can greatly impact the label choice. Labels on these containers need to resist edge lifting, film creasing and the adhesive from pulling off.  In addition, the label needs to be able to conform to these odd shapes and show no signs of creasing, even when continually compressed.”

When dealing with brand protection, films are also advantageous – leading to another noticeable trend in packaging. “With the Drug Supply Chain Security Act progressing toward interoperability for full tracking and tracing, there are application enhancements being discovered that allow for different levels of tamper-evidence within the components of the label,” explains Lori Bitar, product manager – Healthcare, FLEXcon. She adds, “Inherent film properties such as destructibility; tearing or shattering, as well as delamination of layers, all provide tamper-evident features. Our converter customers also offer elaborate and sophisticated markings on clear films to further enhance the security of the pharma label.”

There is another trend, too, specifically in pharmaceutical labeling: the use of film labels over paper. “With the onset and ramp up of biologics, film is preferred over paper due to the overall durability and survivability of the film during the manufacturing process,” adds Bitar. “Aseptic fill processes demand film over paper as the materials are stored and processed in clean rooms.”

Similarly, synthetic papers, such as PPG Teslin, are durable, secure, and highly printable, and excel in applications requiring a tough, high-performance material. Teslin substrate absorbs and locks inks and toners into its structure to secure printed text and images.

“Leveraging the right synthetic paper can unlock properties that enable more complex labeling applications,” says Fabrizio Mandingorra, PPG labels and graphics global segment manager, Teslin products. “Synthetic papers offer the durability of plastic, but look, feel and print like paper.

“The strength and durability of films lend themselves to durable materials and applications. In PPG’s case, synthetics typically offer durability benefits like water-, chemical- and tear-resistance,” adds Mandingorra. “Our research shows synthetic labels will continue to grow at a faster rate than paper – due to its sustainable benefits, rapid digital print adoption, and more demanding, longer-lasting uses.”

Supply chain impact 

With the paper challenges facing label and package printers, films have emerged as a pivotal technology to buoy the industry.

“At Avery Dennison, we offer film products as an alternative option for our customers,” remarks Hakeem Thornton, senior product manager, films, Avery Dennison, Label and Packaging Materials. “Film played a key role in filling the supply gap of other products, and it is continuing to be viewed as a viable permanent option. Over the past year paper shortages have been the biggest hurdle we’ve had to overcome in the industry. As an alternative, you saw film liners offered in multiple configurations with acceptance in the marketplace. Film liners definitely offered relief to the paper shortfall.”

Due to the supply chain challenges, film has seen a substantial boost. “Film demand has increased significantly as all of us in the industry have had to find new sources to backfill for paper products we could not source,” explains Wausau Coated’s Frey. “The label paper industry is experiencing a shortage of capacity in North America both on liner and face paper for creating labelstock. Film products were the only viable option to fill that hole quickly.”

These challenges are not expected to be temporary, either. For businesses that have not done their due diligence on the latest film products, they are advised to do so. “As we continue to see paper mills across the globe shift their business focuses, film labels have risen in popularity,” states Mactac’s Hensley. “Customers want to be dual-sourced, they want to protect their business by having multiple facestocks approved on applications. To the best of our knowledge, these are long-term industry issues not temporary or pandemic related – this is the new normal.”

Not only have films become popular liner substitutes because of the supply chain, there are several inherent advantages.

“Film liners have served our customers well over this time because of their reliability, increased run speed, and the ability to have more finished labels per box because of the thinner thickness,” states UPM Raflatac’s Howell. “These benefits would help reduce operational costs, increase efficiencies, and reduce shipping costs.”

“Film liner has been readily available and helps customers meet sustainability goals,” adds Hensley. “A 1.2 polyester liner is 48% thinner than 2.4 SCK (40#) liner, and a .92 gauge polyester liner is 60% thinner.  Thinner products allow us all to reduce our overall environmental impact while maintaining quality, using less raw materials, less energy, reducing freight, reducing packaging waste and increasing productivity.”

It should be noted, too, that the popularity of film had been rising prior to the pandemic and the myriad supply chain challenges that have followed. This is especially true when dealing with release liners.

Filmic liners offer a number of key benefits. According to Avery Dennison’s Thornton, film liners deliver “unbeatable” diecutting quality. This attribute results in reliable and accurate diecuts, along with consistent and cost-effective dispensing at the applicator. Film liners offer the opportunity for recycling after dispensing, as well, and they are less prone to the nicks that result in web breaks. They can run faster because of their strength, which improves productivity, he says.

“Films were already becoming a mainstay as a suitable liner before the paper shortages,” adds Frey. “When paper liner became stressed, we saw adoption of film liners pick up quickly.”

Circular view 

Film has become an ambassador of sorts for the industry’s focus on sustainability. “Adhesives have been designed to enable recycling when adhered to PET bottles by cleanly separating from the PET flakes during the recycling process,” says Avery Dennison’s Thornton. “APR recognition for the HDPE recycling stream has been key, as well. The recognition alerts converters that the label can stay with the bottle without contamination.
“There is a big push not only from manufacturers to meet their environmental goals and circular solutions, but end users are demanding more accountability, as well,” adds Thornton. 

Consumers agree with brand sentiment, notes PPG’s Mandingorra. “Consumers are much more aware of the role packaging has on the environment and are rethinking their buying behavior as a result,” he states. “In fact, numerous research studies report the majority of consumers are willing to change their shopping habits to reduce environmental impact and look for sustainability information on packaging.”

The same holds true for manufacturers. “Our customers expect Fedrigoni to provide sustainable alternatives and carbon footprint reduction solutions,” notes Harton. “We continue to develop label materials that are manufactured from previously used materials, post-consumer waste or post-industrial waste.”


Multi-Plastics, McDowell Label partner on shrink project
Multi-Plastics and McDowell Label have teamed up to help Ghost deliver a line of sports nutrition products. Ghost is a lifestyle sports nutrition brand that offers energy drinks and supplements such as
protein powders.

During the AWA & TLMI Sleeve Label Seminar held in conjunction with Labelexpo Americas, Multi-Plastics’ Dave Parsio and John McDowell of McDowell Label – a Resource Label Group Company, explained how they created eye-popping shrink sleeves featuring sustainable film technology for Ghost.

“Being able to provide brand owners quick changes and fast turnarounds give them tremendous flexibility and freedom of design,” said McDowell.

“Our goal is to be as sustainable as possible while still trying to execute at the highest level for our brands,” added Ryan Hughes, founder, Ghost. “Thanks to our partners, we can execute at that level.”

According to McDowell, the partnership with Multi-Plastics on this project allowed the award-winning converter to decorate virtually any shape and size container. The film technology allowed for a certain level of “sophistication” for the fast-growing CPG’s products. Multi-Plastics’ products feature enhanced resin technology and film gauge improvement.

Multi-Plastics is advancing its film technology from a 30% PCR product to a 50% PCR product. Multi-Plastics provides APR-certified products to help meet customer demand for sustainability, as well.

Multi-Plastics has engineered numerous sustainable substrates. For example, its EnviroCycle 4200 Series shrink films feature 100% recyclable PET shrink films and the printed sleeves can be recycled with
the bottle.

“We are further displaying our commitment to full-cycle sustainability through environmental responsibility with the EnviroCycle film line,” says Parsio. “This is just one of the many innovations from Multi-Plastics in our efforts to create more value for our customers, provide industry-leading film solutions, and keep plastics out of our oceans and landfills.”