I started writing about labels for Label & Narrow Web in 2008. That first year I had so much to learn, and I spent a good chunk of time researching topics I was tasked with writing about.

Much like it is now, the drive for sustainability in the industry was a major issue and talking point. While researching, I discovered that this industry is inherently not environmentally friendly. After all, label converting generates a massive amount of hard-to-recycle matrix waste, and further than that, half of a PS label’s construction is often landfill-bound in the form of release liner.

In October of 2008, I wrote a feature article on linerless labels. At the time, there was not much out there on the topic, so, relative to the B2B world, it was time for some investigative journalism.

To get some answers, I called on Calvin Frost, who was back then and still is L&NW’s – and the label industry at large – champion for the environment and all-things-sustainability. I got a crash course in the havoc silicone can wreak on the recycling process, and also what makes linerless labels what I think is the optimal choice when it comes to a true eco-friendly label.

To me, it was an absolute no-brainer, and with all of the sustainability talk I had encountered, it was a struggle to understand why linerless wasn’t the industry standard. At the time, I wrote, “From an environmental standpoint, it’s difficult to argue that there’s a better labeling option. Not only is the amount of label waste significantly reduced, but so is paper consumption, freight, and storage costs, as well as the cost of waste disposal…Simply put, linerless labels take the release liner, an end user’s waste product, completely out of the equation. That is substantial.”

And it still is substantial. For years, I wondered what the holdup was – why, if sustainability was so important, wasn’t linerless labeling more prominent?

Well, just like other trends that have evolved to become industry standard – like digital printing, for example – these things can take some time to catch on. And with that said, perhaps the time has come for linerless. In 2023, 15 years after I wrote that first linerless feature, linerless labels are having a moment.

Back in 2008, Calvin pointed me toward Michael Cooper, at the time the business development director of Catchpoint Inc., the developer of a patented technology designed specifically for the application of linerless labels. The concept is based on scientifically calibrated micro-perforations, trademarked as “Catchpoints.”

A true believer in linerless, Cooper explained how Catchpoint allowed licensees to offer the “dual functionality” of applying both linerless and conventional self-adhesive labels with minimal changes, allowing end users great flexibility. He said, “Linerless has secured a few niche applications, and some label printers have had the courage to invest in the essential material coating capacity necessary to deliver the environmental and efficiency benefits.”

In 2022, Avery Dennison acquired Catchpoint’s linerless technology, including its patents, brand, trade secrets and know-how.

“With the acquisition of Catchpoint, Avery Dennison will have intellectual property that helps us fulfill two of our main 2030 sustainability goals: to deliver innovations that advance the circular economy, and to reduce environmental impact in operations and technology. As we are pushing to make linerless labels available widely to our customers, this technology will help us move more quickly, enabling sustainable and cost-saving solutions to reach our customers around the world more rapidly,” said Noel Kasmi, VP marketing, Avery Dennison Label and Packaging Materials EMEA.

At the time of the transaction, Cooper said, “We are excited for Avery Dennison to be acquiring our technology with the intent of making its products more sustainable. Combining our technology with Avery Dennison’s scale, market position and industrial know-how represents an amazing opportunity, a worthy destination for our journey to bring linerless labelling to the market.”

For his work with Catchpoint, Cooper is considered a linerless labeling pioneer, and earlier this year he was named the recipient of a special award from AWA for his leadership and efforts to establish and grow linerless technologies. The accolades were bestowed on Cooper at the very first AWA International Linerless Label Conference & Exhibition, held this past June in Philadelphia.

The move to acquire Catchpoint by Avery Dennison, the launching of an annual event dedicated to linerless, all point toward a label format on the rise, growing in both popularity and market adoption.

Making Headlines

Linerless has been making the news. In 2023, some of the label industry’s leading and most important suppliers are embracing the technology.

At Labelexpo Europe 2023, Avery Dennison launched AD LinrSave and AD LinrConvert – the first generation of decorative linerless solutions enabled by the patented micro-perforation technology. They aim to greatly reduce label waste, decrease CO2 and water footprint while ensuring the functionality and shelf appeal of pressure sensitive labels.

Wayne Middleton senior Linerless Segment lead EMENA at Avery Dennison, said, “AD LinrSave and AD LinrConvert are easily integrated into existing equipment and with up to 80% more labels per roll it means more efficient runs and fewer changeovers. These more sustainable linerless labels can easily and accurately be applied on a wide range of packaging types used in sectors including food and beverage, wine and spirits plus home and personal care.”

Just last month, UPM Raflatac achieved global approvals for its OptiCut Direct Thermal (DT) Linerless RL50 on Star Micronics mC-Label3 printers. These approvals further expand the label materials’ performance in the hospitality sector. Extensive testing and approval processes have confirmed the efficiency and performance of the mC-Label3 printers when paired with OptiCut label materials. This synergy brings tangible benefits to quick service and fast casual kitchens, as well as other types of hospitality businesses.

“We are committed to tailoring our label materials to their intended end-use environments,” says Marko Tiainen, global manager for new and emerging technologies at UPM Raflatac. “The Linerless OptiCut RL50, designed for the fast-paced hospitality kitchen, eliminates concerns related to adhesive build-up and printer dust. These label materials are engineered to securely re-adhere as needed, enhancing order accuracy for consumers, and streamlining kitchen operations.”

It’s not just substrate suppliers embracing linerless. Finishing equipment manufacturer A B Graphic International (ABG) has partnered with Netherlands-based Maan Engineering to offer equipment to produce laminate and linerless labels. ABG’s global sales director, Matt Burton, says, “The synergies between ourselves and Maan are clear, and we very much look forward to working together to present the future of linerless technology. From a sustainability perspective, the substantially reduced CO2 footprint of a linerless label compared to traditional self-adhesive labels is hard to ignore.”

FOX IV debuted its new all-electric linerless label print and apply system in Las Vegas at Pack Expo in September. At the show, FOX IV demonstrated how its L3904E all-electric, linerless label print and apply system is designed to take product and package labeling to the next level of sustainability. The evolution of FOX IV’s pneumatic L3904 Linerless label print and apply system to a fully-electric operation provides even further environmental and cost benefits.

But wait, there’s more: Longtime linerless equipment specialist Ravenwood just launched new machinery at Labelexpo; the aforementioned Maan Engineering announced a linerless partnership with Vetaphone; and Toshiba America Business Solutions launched its Duplex Linerless Thermal Printer (DL1024).

In 2023, linerless labels are clearly making headway, and we as an industry – if we are truly serious about sustainability – should expect more to come.

MarketsandMarkets projects the global linerless market to grow from $1.7 billion in 2021 to $2.2 billion by 2026, at a CAGR of 4.8% from 2021 to 2026. The market is projected to grow in accordance with the increase in the demand for linerless labels in numerous end-use industries, particularly for food, beverage, and home and personal care applications across the globe. Rapid urbanization, industrialization, and increased consumer spending are expected to boost the market further. The rising use of sustainable labels is forecasted to provide enormous opportunities for linerless label manufacturers.

The next edition of the AWA International Linerless Label Conference & Exhibition takes place June 20-21, 2024, in Amsterdam.