Spotlight on Sustainability in Labels and Packaging
Laurel Brunner
When it comes to environmental impact, the whole world wants industries to be more sustainable. Trashing the planet in the name of growth is no longer an option. Consumers want the move towards net zero carbon emissions to accelerate and they expect technological advances to render waste management redundant within circular economies. But according to one study, Global Packaging Market 2021-2025, packaging could grow by $170.61 billion from 2021 to 2025, growing at a CAGR of 4% over the period. Another report the ‘The Future of Global Packaging to 2022’, claims demand for packaging will grow at 2.9 percent to reach USD980 billion in 2022.
Growth or no growth, all businesses must face constantly rising costs for labour, raw materials, shipping and distribution. In all industries (all of which buy printed packaging and labels), price sensitivity is a constant threat to survival. Against this backdrop, the packaging and labels sector is taking action, responding to clear trends which affect their customers and their customers’ customers.
Trends in labels and packaging
In packaging and label sectors across the globe, demographic and economic advances drive change. Middle class consumers grow in number as economies in Asia, Africa and elsewhere rapidly expand. In all markets, consumption models shift as more people migrate to cities. Rising levels of affluence encourage consumers everywhere to access a wider range of Supplier Known Units (SKUs). This requires more labels and packaging and a greater range of formats and embellishments. More than any other print sector, packaging and labels must respond immediately to changing local expectations, particularly if a printer’s customer sells Fast Moving Consumer Goods (FMCGs).
The need for rapid response pairs with the environmental sustainability expectations of global brands and of consumers. Support for Environmental, Social and Governance (ESG) policies, and the complexities of supply chain management and supply chain collapse further complicate matters. Both Unilever and Proctor and Gamble, suppliers of most of the world’s FMCGs, have sustainability policies in place to cover packaging. BOBST is a supplier of equipment for label, flexible packaging, folding carton and corrugated board manufacture. PR manager Gudrun Alex says that brands drive sustainability through “their sustainability pledges (all packaging 100% reusable, recyclable or compostable by 2025). And this is again interlinked with certain legislation/regulations and increased consumer awareness of environmental issues.” In the future retailers could even start measuring carbon footprints at the product level, using tools such as ISO 16759 for calculating the carbon footprint of print. This will further drive demand for lighter, more resource efficient and traceable materials.
Many converters will have to prioritise packages that use mono and recycled materials to meet customer needs. We are already seeing a shift to monomaterial polypropylene and polyethylene plastic substrates used as secondary label materials for applying onto primary packaging. Expectations for monomaterial recycling and full packaging recovery can both be expected to rise. In response to customer expectations, printers are demanding thinner, sustainably sourced materials such as UPM Raflatac’s RAFNXT+ label material.
Packaging production of all kinds is vulnerable to evolving regulatory requirements, both locally and in destination markets. Packages often include content information for consumers which must comply with local regulations. In Europe for instance there are rules about placement of details such as ingredients and nutritional data, so that they are easily visible. Layout tools to ensure compliant content placement in during a package’s design process have been around for years.
Technical developments
Such software plus hardware helps converters meet changing expectations for more packaging. More frequent production must still comply with sustainability requirements. Technology bridges digital and printed delivery channels and use of hybrid systems is rising. Packaging and labels are one of the few, if not the only, areas of print that the internet cannot replace. Indeed the internet often drives business for many small label and packaging printers, particularly for personalised and bespoke labels and packages. Highcon Systems makes digital cutting and creasing solutions for post print processes. Simon Lewis VP Marketing explains that “if the run is shortish and the reorder outlook limited, then digital production (printing and finishing) makes sense and is the most sustainable form of production. The carbon footprint of plates, dies, masters etc. is very high for short runs. Their elimination can be the primary driver of making their production sustainable.”
In label and narrow web applications hybrid presses combining flexo printing with inkjet heads integrate digital printing with flexo for high volume production. Applications linking online brand promotions with printed packaging exploit this model very effectively. They offer new possibilities for labels and packaging: customisation and personalisation to help build and retain brand loyalty.
Printing technology evolves all the time. Xeikon recently announced its Titon dry toner technology based in part on recycled PET waste. With the Titon dry toner press for short to medium run lengths of paper-based flexible packaging, printing on paper substrates needs no varnishing or precoating unlike competing dry and wet toner and UV inkjet presses.
Substrates and inks
Workflow, automation software and digital printing drive the hybrid model but perhaps the more interesting technological developments are in materials science. The recyclability of labels and packaging depends on stocks, inks and adhesives, and substrates that can be recycled such as paper, polypropylene and polyethylene. Washable adhesives can be removed at the start of the recycling process and stocks are being developed with this in mind. Thus wash-away labels, available from providers such as Avery Dennison and Essentra aid container recycling and reuse. Printing direct to the substrate as Numex Blocks Ltd in India does, removes the need for labels altogether. Water-based inks use water instead of solvents as the carrier for pigments so they are far more environmentally friendly. Water washable flexo plates cut solvents use and emissions associated with chemical processing.
The lifecycle of materials and how they are sourced, waste management and development of plastics based on nonhydrocarbons are also key to supporting the social and business responsibilities of global brands. This is the meaning of sustainability for them.
Certification choices
Printers who want demonstrate their sustainability credentials might consider certification from the Sustainable Green Printing Partnership which offers auditing and third party certification of a printing companies sustainability programme. Compliance with ISO 14001, the environmental management systems standard, is another option.
From changes in infrastructure for easier recycling, through to more effective creation of new from old raw materials, sustainability is everywhere. For sectors such as labels and packaging economic growth, brand expectations and consumer demand drive change. It will not happen overnight, but slowly the sector is becoming more sustainable both environmentally and commercially.
