Food labeling continues to be one of the most popular end-use categories for converters. According to AWA Alexander Watson Associates, food ranked second at 22% in North America behind beverage labels (43%). There is a large gap between food and beverage and the next most popular end-use markets. Transport and logistics registered 7% of labels produced, while health and personal care accounted for 5%.

Technology has been a driving factor in the advancement of the food labels sector. The newest presses, along with automated features, allow label printers to get product out to the shelves faster than ever before. Digital printing also enables converters to profitably service much smaller food label orders.

“I believe speed-to-market has been a major evolvement, especially with the emergence of digital printing,” says Mark Turk, president and CEO, International Label & Printing. “New food products are sent to market in record time these days, and it’s important to have the labels and packaging ready just as quickly. I don’t see this trend slowing down anytime soon. I would have to guess there are many more food products appearing on the shelf today in the course of a year than ever before. Personalization of labels and multiple SKUs are also on the rise and don’t appear to be slowing down.”

Technologically, food labels have also advanced. Much of this evolution regards the consumer experience. “The integration of QR codes has become a trend, offering consumers immediate access to a wealth of information beyond what’s printed on the label,” explains Melissa Harton, marketing manager, North America, Fedrigoni Self-Adhesives. “These QR codes allow customers to scan and review extended content such as ingredient sourcing, recipes, and sustainability practices. It’s a feature that also helps consumers easily compare products between brands, creating a more dynamic and engaging shopping experience. As label technology continues to evolve, we expect to see even more digital interactivity embedded in packaging, further shaping consumer purchasing behavior.”

“In recent years, the food label market has transformed with the emergence of connected packaging, which has gained popularity among companies seeking to engage consumers,” adds Travis Rue, senior product manager, Paper, Avery Dennison. “This trend strengthens consumer interaction by offering end-to-end transparency and traceability. Connected packaging has gained interest amongst CPGs as they continue to seek ways of engaging with consumers.” 

There are a number of factors to keep in mind when producing a successful food label. “The key characteristics for food labels are functionality and design,” remarks Rue. “Functionality is key for the label to maintain adherence and ensure that labels remain securely attached to packaging throughout the product’s life cycle, including during transportation, storage, and consumer handling. Graphically, it must reflect the company it represents and maintain a certain look and feel for the brand. This also includes readability, as consumers need to quickly and easily understand ingredient information presented.”

When it comes to standout labels, both film and paper can be excellent options, notes Harton. “It depends on what the brand is trying to achieve,” she says. “Film labels provide durability and flexibility, making them ideal for a wide range of products, especially those requiring refrigeration or exposure to moisture. Fedrigoni Self-Adhesives’ paper options offer rich colors and textures, which lend themselves to high-end food products. Paper allows for additional embellishments like embossing and foil stamping, which can create a luxurious looking label. Fedrigoni also offers various alternative fiber materials designed to create strong brand stories and visual appeal that maintain a close link to the natural environment from which they came.”


According to Turk, the design on the label is paramount – perhaps even more so than in the past – as the competition on shelf has reached new highs. “The quality of the images on the packaging has always been critical and is even more so today. That label has to look appealing on the shelf or display case,” emphasizes Turk. “Food label designs have been extraordinary, and the design is the key to a successfully shelf-appealed label/package. Consistency from order-to-order has also become important as ever. The labels need to be identical with every successive print run. Digital technology has been a major factor in helping to achieve this.”

Sustainability continues to present one of the biggest challenges in label printing today, especially as more brands are making environmental commitments. “With the push for eco-friendly packaging, more brands are opting for recycled or recyclable label materials, but this comes with its own set of challenges, particularly in print quality,” notes Harton. “Ensuring that these materials hold up under high-quality printing, especially when dealing with intricate designs or small text, can be more complex than when using virgin materials. Recycled substrates can have varying textures or levels of absorbency, which may affect ink adhesion or color accuracy.”

According to Fedrigoni, another challenge is ensuring that the label conforms to the packaging design. Food packaging varies widely – whether it’s rigid glass jars, flexible plastic pouches, or paper cartons – and the label must be able to adhere properly and maintain its quality in different conditions.

“Cold, wet environments like freezers can pose challenges for labels printed with certain technologies,” says Harton. “Dye-based inkjet printing, for instance, may not be the best choice if the product will be frozen and then brought back to room temperature, as the ink could smudge or degrade during the process. Using the right printing technology and materials is critical for maintaining the integrity of the label throughout the product’s lifecycle.”

For many label converters, flexible packaging will emerge as a viable format to help expand their business. Flexible packaging offers multiple benefits for consumers and brands alike, and the market is seeing strong growth.


“Flexible packaging brings versatility and innovative designs that meet consumers’ preferences for convenience, portability, and portion control,” says Rue. “This advancement allows converters to provide more than just food labels, expanding their ability to offer their customers a wide range of packaging solutions.

“Flexible packaging also supports sustainability goals by reducing material usage and offering sustainable solutions, aligning with the growing demand for environmentally conscious packaging solutions. In addition, LCA case studies show that flexible packaging, when compared to other package formats, has preferable environmental attributes for carbon impact, fossil fuel usage, water usage, and product-to-package ratio.”

From the converter perspective, there are other challenges to keep in mind. One of the first revolves around quality. “One of the biggest challenges in food label printing is reproducing the image just right,” comments Turk. “For example, that hamburger had better look edible on the label or it is not going to sell very well. Another challenge is finding the right substrate and adhesive to complement the usage of the product. Containers and cartons are going through a design evolution of their own these days, and matching the correct material specifications to those of the different containers is critical. Different substrates and adhesives also continue to be developed, providing more alternatives to food producers. Printers, in turn, need to be able to successfully print on these substrates and deal with the various adhesive characteristics.”

In the future, regulations will continue to be a concern for converters and brands. Other trends will continue to be sustainability and recyclability, which have been hot topics in the industry to date. “The food label market has seen significant evolution in recent years, driven largely by changes in regulations and growing consumer demand for transparency,” says Harton. “Stricter guidelines have been put in place, particularly around the detailed presentation of nutrition facts, requiring manufacturers to include more precise information about ingredients, sugar content, and allergens. This level of transparency is essential, as today’s consumers are much more conscious about what they’re putting into their bodies. Many consumers scrutinize food labels to make informed choices about avoiding sugars, selecting organic products, or comparing nutritional content between brands.”

“In many cases, with customers that are new to the industry, it is important to know the FDA rules for such items as type size,” adds Turk. “Plus, governmental regulations have certainly changed the way food labels appear, with more in-depth ingredient information.”

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