The word synthetic is defined as “a substance made by chemical synthesis, especially to imitate a natural product.” With regard to the narrow web label industry, the natural product that synthetic materials aim to imitate is typically paper, and it’s an area that is primed for serious growth. 

According to Grandview Research, the global synthetic paper market was estimated at $1026.9 million in 2021 and is expected to expand at a compounded annual growth rate (CAGR) of 5.5% from 2022 to 2030. According to the firm, the market is expected to grow significantly due to the inclination of consumers toward eco-friendly and recycled packaging, adding the material’s properties – such as resistance against tear, chemical, moisture and oil, along with better heat sealability, printability and high strength – are providing an edge over conventional paper. It is extensively used in end-use segments such as packaging, food and beverage, consumer goods, transportation and pharmaceutical products.

Regionally, the US is one of the key markets for synthetic paper, as the increasing awareness regarding the use of environmentally-friendly products is expected to propel the use of synthetic paper over vinyl in the coming years, reports Grandview Research. The firm also notes how digital printing is expected to pave the way for new opportunities for the product over the forecast period.

According to Research and Markets, BOPP is the largest raw material segment of the synthetic paper market, and it leads in both value and volume when compared to HDPE, PET and PVC. BOPP is extensively used in applications that require heat stability, water and fatigue resistance, high tensile strength and ease of printing. Due to the ability to be manufactured into a thin transparent substrate, BOPP is used for labels and other printing applications. The firm also states that BOPP can be environmentally friendly and low in toxicity, making it an ideal synthetic paper used to pack food items and beverages.

Because synthetic paper has a lower static surface, which prevents double feeding and eases the printing process, the papers are suited for various printing technologies, as well as end uses.

The label converting industry has become a major end-use market for synthetics, and according to the experts, their use will only become more prevalent. We caught up with two such experts – from Arjobex and PPG – to discuss the state of the synthetic substrate market, new products and the outlook for the future.

Arjobex/Polyart

Louis Rouhad, global marketing director for Arjobex Synthetic Paper, part of the Polyart Group, says the substrate category is evolving. “It used to be an easy and straightforward answer: a synthetic is any substrate made from oil through petrochemical treatment – in a word, plastic. But now it’s more complicated, as you have different synthetic materials that are not oil-based. There are bio-based polymers; they are polymers, plastic, but from bio mass, usually made from corn. Or you also have bio-based materials made from starch, like PLA – but it’s still pretty much plastics.

“And ultimately, to be a synthetic, rather than a ‘film’ or a ‘foil,’ you also need a coating, or a surface treatment like corona, to make it easily printable and used as a label facestock,” he explains.

Rouhad notes the synthetic paper market in the label industry is very much an area of growth. “Oddly enough,” he says, “Contrary to paper consumption – which pretty consistently follows GDP growth – it has been remarked that synthetics are decorrelated from GDP, and in developed countries is growing at higher rates. The more advanced the economy and the industry, the more synthetics are in use. However, in 2021, amid the pandemic, all of a sudden paper experienced an increase, decorrelated from GDP, and there was a slower growth of synthetics. We’ll find out this year if it goes back to previous trends.”

The growth of synthetic substrates makes sense in the way that synthetics offer a lot of advantages, Rouhad says. “For labels,” he states, “They are durable in specific environments. In the food and beverage arena, they resist moisture and cold water, for example. In the specific case of wine labels, where Polyart is quite successful, they are the best when it comes to resisting ice bucket exposure.

“For industrial label uses, like chemical drums, they resist sea water and can be certified BS5609,” Rouhad says, adding, “For shampoos and beauty care, not only do they resist water and moisture, they are also squeezable and maintain their high-quality appearance throughout the life of the product.”

Initially, synthetic substrates were very much used for durable and industrial applications. Rouhad explains, “Polyart built its success in chemical drum labeling because its unique coating made it easily printable in dot matrix (then) and thermal transfer (now). Then, food and beverage applications became a major driver. But, unlike films or foils, synthetic papers are not a fit for large volumes or commodity markets.”

Rouhad continues, “Over the years, thanks to its unique clay coating process, Polyart has developed unique niche solutions for specific markets, like security applications, as our unique coating process allows us to put security features like UV fiber or taggants into Polyart. Our Polyart TE (Tamper Evident) is the fastest growing grade in our range.”

Over the last few years, Rouhad has observed how the wine label segment has also been growing fast. “The unique voided HDPE base of Polyart allows it to be embossable, and, in fact, we developed a unique, “textured” range, like a paper mill would, except that our range is totally resistant to ice bucket environments thanks to our coatings. Plus, we can offer substrates that look like high-end paper, with a matte finish, but also fancy and attractive like iridescent papers. It is the perfect label material for sparkling wines like Champagne, Cava or Proseccos.”

Rouhad points out there is a renewed interest for in-mold labels (IML) for blow-molded containers, especially in the US, where most bottles for bleach, detergents, under-the-sink products, and even some non-alcoholic beverages are made of HDPE. “Polyart has an IML grade made of HDPE,” says Rouhad. “This gets rid of the liner and matrix wastes (that usually end up in landfills) while providing mono-component packaging with both an HDPE label and HDPE bottle.

“A product that is 100% HDPE is a way to make recycling easier – an important motto of the plastic industry today – easy sorting, easy recycling (no need to remove the label), and you get a high-quality recyclate, without risk of contamination from the glue from a self-adhesive label, for instance. And then we can buy this good quality recycled HDPE from these bottles to produce our R-Polyart – it is the definition of a circular economy.”

Looking toward the future, Rouhad emphasizes two things. He says,  “The future of the industry must not be conflicting with the future of our planet. So, the future for synthetic paper must be sustainable or it will not be. At Polyart, we were the first ones to develop a range of synthetic paper substrates with 30% post-consumer recycled content – the “R” range. R-polyart is available today as PS facestock in 80 and 90 gsm, but will soon be available across the board for wine labels, chemical drums, IML and also our digital grades.”

That’s the other area Rouhad sees as playing a pivotal role – digital. He concludes, “The future of synthetic labels is also digital printing. We have just launched a new grade for dry toner printing that is not based on PET, but on a blend of polyolefins that make it cheaper and also much more conformable. We’ll also see water-based inkjet getting more and more traction. It is sustainable as the inks are water-based, and the technology does not require heat sources for drying such as lasers.”

PPG/TESLIN

Fabrizio Mandingorra, PPG’s labels and graphics global segment manager, TESLIN products, defines synthetic paper as any printable material that isn’t made from wood pulp or natural fibers.

“While synthetic papers are typically polymer-based, not all are equal in composition,” he explains. “Different polymers or polymer blends offer different benefits. As a result, users need to define the right composition that fits best with their application and functional needs.”

Mandingorra notes the overall label market continues to be driven by packaging and the food and beverage industry, and the same applies to synthetic substrates. “Synthetic labels are increasingly being adopted for food and beverage labels as they require more advanced functionality like personalization or smart technologies. In industrial applications, synthetic labels are growing, especially in the chemical and automotive sectors, but also in pharmaceutical and consumer durable goods.”

According to Mandingorra, among the growth drivers in these areas include the chemical label market being driven by the need for labels that resist chemicals, as well as those needing to be GHS-compliant. In the automotive segment, synthetics are growing for void, variable information print (VIP) labels and track-and-trace applications. “While the overall automotive market was impacted by the Covid-19 pandemic, it is growing due to these new functional labels,” Mandingorra says.

Pharmaceutical synthetic labels, he adds, are a great fit for track-and-trace trace applications requiring tamper-evident and/or tamper-resistant security, as well as clean room and autoclave applications, in addition to vaccine and vial labels. Additional areas of growth that PPG sees are in online fulfillment, where synthetics are a suitable option for VIP labels that require durability. Also, with home appliances – part of the consumer durable goods space – synthetics are often used when durability is required, as well as VIP labels.

“TESLIN labels are ideal for many applications that require a strong, robust material. Examples including GHS chemical drum/container labels, wine and spirit bottle labels, RFID/track-and-trace applications, and variable information printed (VIP) labels,” Mandingorra states, adding, “Synthetics typically offer durability benefits like water-, chemical- and tear-resistance that conventional paper-based labels don’t. Synthetics are often used in demanding label applications where the label, and the information that is printed on it, needs to remain secure for the life of the item.”

When it comes to comparing synthetics to conventional papers and films, leveraging the right synthetic paper can unlock properties that enable more complex labeling applications. “Synthetic papers offer the durability of plastic, but look, feel and print like paper. The durability benefits of synthetic paper-based labels include water-, tear-, abrasion- and temperature-resistance, and typically yield higher performance and extend the lifetime of the label,” Mandingorra says.

PPG’s TESLIN material offers several benefits to converters, brand owners and end users alike. He explains, “Our label converting customers value the versatility of our PPG TESLIN labelstock and that it can be used for a broad range of demanding applications. Available in several standard label constructions, we also have an extensive number of BS5609 section 3 certifications for many popular print technologies. When there is an application where no one knows how to make the label work, we’re able to solve the problem with our TESLIN material.

“Label converters find PPG TESLIN labelstock easy to run, and value that it is compatible with multiple print processes, and requires no special inks or pre-treatment compared to other synthetics. Often solving a problem that other synthetics and conventional paper can’t, many label converters depend on the material’s static dissipative nature to reduce defects and can increase productivity for bottom-line benefits,” Mandingorra says.

Depending on the application, PPG’s brand owner customers turn to TESLIN for a range of reasons, including its long-lasting durability, high-quality appearance resulting from high-definition print, robust color reproduction and texture, tamper-evident security, and easy application. “For brand owners, PPG TESLIN labels also often solve a problem that other synthetic options can’t. And, end users are going to value the reliability and long-lasting permanence of printed data, so they know what the label says. Compared to other synthetics, the fact that TESLIN substrate is 65% air means less plastic enters the waste streams, regardless of how the item is disposed.”

PPG research indicates synthetic labels will continue to grow at a faster rate than paper. This is due to sustainability, rapid digital print adoption and more demanding, longer-lasting uses.

“Industrialization continues to grow. We’re seeing that paper is playing less of a role due to consumer sentiment against harvesting trees for paper goods. And, with recycling being a challenge due to its process and economic challenges, the need for more sustainable solutions is also driving the evolution of synthetic label offerings and will lead to product advancements.

“Finally, the current shortage and cost of raw materials will constrain synthetic label adoption and use in the short term, but the growth will continue once those issues are resolved,” Mandingorra says.

Because the print process that is used limits certain synthetics, label converters and brand managers run the risk of having a label fail because they don’t research and test the synthetic thoroughly, Mandingorra adds. “Not all synthetic papers can run through all digital technologies. Some are only compatible with inkjet technologies, and many require corona or some other protective treatment to aid with toner adhesion. Unlike many synthetics, however, PPG TESLIN substrate accommodates almost every conventional or digital printing processes, making it easy to convert high-quality color labels using on-demand print technologies. This print compatibility reduces potential failure points, complexity and overall product cost.”

Finally, static electricity is an ever-present issue for label converters that can cause detrimental effects to a print run, resulting in costly quality problems. The phenomenon also presents a safety issue that can cause electrostatic shock to personnel and can even ignite vapors in solvent-based inks and coatings. Mandingorra concludes, “TESLIN labels are static dissipative, which is another way they are an attractive material option as they reduce the potential for electrical discharge.”