Paper to Stay Strong

With competition from alternate decorating methods on the rise, paper holds its own in the label market.

THERE'S GOT TO be more certainties out there than death and taxes, life is just too short. In the context of package printing, one thing for certain is that converters are continually being asked to print and deliver labels with quicker and quicker turnarounds. Knowing this as a constant in the formula of faster = better, printers are in a never-ending search for materials, equipment, and processes that will enhance their capabilities. For materials, statistics show that it's not always what's new that is better, as in the case of paper labels. Paper labels have been around for many, many moons and, even in the face of rival decorating methods and materials such as synthetics and other films, paper is still the front runner in many applications.

Paper attributes drive its use

The Tag & Label Manufacturers Institute (TLMI) 2004 North American Label Study (NALS) released last year emphasized the importance of staying on top of material opportunities so converters can not only keep costs down, but even more importantly, keep quality up. And according to the study, label converters and their customers are still reaching for paper, as opposed to many other choices available.

According to NALS, North American printers are reaching for paper at a growth of about 2 to 3 percent. In 2004, paper held almost half of the entire labelstock consumption market. Major applications for paper labels include personal care, household products, food, automotive, durable goods, pharmaceutical and beverage applications, including beer, wine, spirits, milk and water—a quick glance at any grocery store shelf will is a tell tale sign that paper labels have a strong hold and are here to stay. But why? There are many reasons, according to Don Berger, director, paper product management, Fasson Roll North America, a division of Avery Dennison.

"Some significant attributes that drive the success and huge presence of utilizing paper in labeling applications are: cost-effective performance, print quality, printing and converting friendliness, fit-for-use, range of performance, product variety, opacity, and flexibility," said Berger.

Paper-based labels have long dominated prime product applications and will continue to do so, agreed Shawn Easter, marketing manager, Acucote Inc. "Current equipment and tooling are set to run paper on paper constructions efficiently at high speeds. Until another substrate can compete on the basis of supply and pure cost, paper will remain a top substrate," he said. "Film materials are decreasing in cost and eating into the market share of paper, but are still regarded as 'a step up' in end-use performance."

But to remain an industry leader, paper label products have to stay fresh and new, and Berger agrees that even though paper labels have been around the industry for a long time, there needs to be fresh updates on the substrate to keep paper a viable choice in today's converting marketplace. "While paper labels are the foundation of pressure-sensitive labeling and are on the more mature side of the pressure-sensitive label market, they continue to evolve with improvements and new products to meet market needs and opportunities," said Berger. "After being dominated by high-gloss papers in early years, the largest product category on the paper side of the pressure-sensitive label market is now semi-gloss papers. This industry shift has been driven by vast improvements in printing presses, printing plates, and inks."

Staying fresh and new is very important when using a substrate that's been around for a long time. But, using paper's wide acceptance may just help to stay ahead of other label material choices. "Excitement with paper-based substrates at Acucote center around brand protection. … it is natural that papers layered with overt, covert, and forensic solutions would be in high demand. End-users are able to cost-effectively integrate brand protection technologies into the construction without changing the outward appearance of the label and packaging," said Easter.

Future trends

Staying modern and vibrant in the label market is very important to staying alive and well in the package printing industry. Paper label material suppliers are staying on top of the industry and have offered suggestions as to what trends they see blooming in the future.

"Some of the new trends include pressure-sensitive labels for wine, digital, RFID, and pre-topcoated labels stocks. Another area is the continued expansion of variably imprinted labels that include traditional technologies like thermal and sheet-fed inkjet and laser, but also newer technologies like on-demand," said Berger.

And it seems that brand owners are the ones who are leading the quest for bigger and better ideas when it comes to paper labels. "They are asking for constructions with layered brand protection solutions in the adhesive and paper plies to be supplied directly to the converter. Micro-chips, varnishes, taggants, iridescent, and IR fluorescing planchettes, are but a few of the technologies used on prime paper labels today," said Easter.

All in all, paper has been a long standing structure in the package printing world, and will continue to exist that way while staring down the face of synthetic label materials. "Paper labels remain appealing due to high availability, low cost, proven performance, and press operator familiarity," said Easter.

by Megan Wolf

Assistant Editor