Expanding Optimism

Looking longer-term, Dwyer concedes that the shrink sleeve market could significantly tighten if roll-on, shrink-on production gains traction. "The art to shrink now is making a good roll," he explains. "If you take this out of the equation, you open the market up to many more competitors."

However, any potentially negative impact of this development could be balanced by a continued growth in the overall demand for shrink sleeve labels, which Dwyer believes will largely occur in digitally printed applications across all end-user markets. Specifically, he sees a strong push to adopt the shrink sleeve format in household product categories such as laundry detergent, cleaners, handsoaps, and hardware—on product bottles that formerly hosted adhesive labels. Dwyer explains the shrink sleeve design not only "gives you a bigger billboard for information and graphics," but also allows a generic bottle or other container to be used, which improves inventory efficiencies. As these and other new end users adopt an "I think I can" attitude toward shrink sleeve labels, Dwyer has positioned his company to pull the production process over any mountains that may stand in the way. n