Films offer the versatility and durability needed for a wide range of processing conditions, which explains why this material is seeing strong growth globally. Supply chain constraints regarding paper will only increase film’s market popularity, as more converters are now exploring film substrates as suitable alternatives to paper. Films were on the rise even before paper sourcing challenges arose. Films are durable in a variety of conditions, from outdoor exposure to harsh chemicals present in industrial environments.

  Films can provide fit, water resistance, chemical resistance, a clear label-free appearance and higher operating speeds, said James Allen Howell, product manager for UPM Raflatac USA. "The film also enables excellent dot reproduction during printing , enabling the printing of high-resolution images with fine details."

  The AWA Alexander Watson Associates has segmented the global labels market and figures show that film materials are comparable to paper-based materials. AWA research shows that the output of label materials in 2021 will be 71.005 billion square meters. The production area of film is 33.972 billion square meters, accounting for 48% of the total global label production.

  According to AWA, the use of thin films is particularly popular in North America. Here film and paper are used 50/50, while Europe relies more heavily on paper at 55%. On the other hand, 67% of label materials in South America mainly rely on paper. At the same time, the use of film in the Asian label market surpassed that of paper at 51%, compared with 49% for paper.

  Films are the driving force behind sleeve and in-mold label technology. The sleeve label is 100% film material, while 98% of the in-mold label is film. Pressure-sensitive and glue-coated labels tend to use paper, with 74% and 62% of converters, respectively, preferring paper to film. Thin films are growing steadily at a rate of 3.6% globally. Paper is slightly higher at 4%.

  There are also many reasons for the growth of the thin film market. The technology used in thin films continues to evolve, which means better, more impactful products. "The continued expansion of dyes, pigments, and UV inkjet technology has led to more versatile thin film TCs," said Melissa Hatton, North American marketing manager for Acucote brand Foggini Adhesives. running the same SKU on the same SKU. This is an important improvement for the industry as retrofit installations ramp up.”

  With more brands on shelves than ever before, films also contribute to aesthetics. "In order to stand out as much as possible at the point of sale, brand owners are looking for labels with special effects such as varnishes, textures, a clear no-label look and specialty inks , in addition to vibrant, colorful label solutions," Mactac Kim Hensley, Senior Marketing Manager North America, said, “Some applications require a label-free look. This is increasingly popular in bottled water, sauces and condiments applications, which require clear adhesives and labels that allow consumers to see through glass bottle or plastic container to see the actual product."

  But when should a converter choose film over paper? There are a few caveats to keep in mind. “There are many variables to consider when selecting a label substrate for your product,” explains Adam Frey, Wausau Coated Products Roll Sales Operations Manager. “The first step in evaluating whether a film label is the best choice is to understand your packaging. Why your customers want to buy it and how they use it, including any recycling or sustainable needs at the end of life. This is the beauty of films, as they can benefit you at all stages of the packaging lifecycle , especially product packaging that needs to be more durable than paper-based substrates.”