A new report titled “Labels” from The Freedonia Group, Inc., estimates that demand for labels in the U.S. is projected to increase 3.8% annually to $19.7 billion in 2019. The report adds that since labels serve a breadth of applications, gains will be fueled by overall economic expansion, population increases, and a healthy outlook for consumer spending. Solid growth in the dominant pressure-sensitive segment will reflect versatility of applications as well as suitability for value-added products such as smart labels. The maturing of some applications along with increasingly intense competition in primary packaging applications with other label types, especially heat-shrink and in-mold labels (IML), will moderate growth. Among competing label technologies, heat-shrink and IML are expected to experience the most rapid growth through 2019. Analyst Esther Palevsky also notes that though they will remain “an important component of the label mix, glue-applied labels will face further losses to pressure sensitive labels, even in traditional strongholds such as wine, spirits, and specialty beverages.”
Sutherland Packaging, a producer of corrugated point-of-purchase (POP) displays and packaging for retail locations and club stores, has introduced a program that aims to make e-commerce shippers more vibrant and “brand-worthy” while keeping down costs.
Its new E-COMplete™ e-commerce printing program enables customers to create corrugated shippers that are direct extensions of their brands, transforming bland containers into valuable customer engagement tools.
To date, Sutherland’s enhanced e-commerce shippers have been used by retailers sending boxes of food, health and beauty aids, and clothing to consumers on a regularly scheduled basis. But the shippers are applicable to online pharmacy orders as well.
One of Sutherland’s customers is New York-based Elysium Health, a maker of cognitive health, skin, and cellular products/supplements, that sells products via its website, available either through individual purchases or via monthly deliveries.
Elysium says it is creating “a new category in the health industry by translating advances in science and technology into effective, scientifically sound health products.”
Until recently, says Sutherland, “many brands have relied on e-commerce packaging that was unremarkable in appearance and not adequately representative of their brick-and-mortar brand expressions. However, many are waking up to the importance of their brands permeating the entirety of their sales efforts—including e-commerce. Online-only retailers are discovering the benefits of extending branding far beyond their websites, identifying their packages for what they are: their first actual touchpoint with customers.”
Sutherland Packaging’s E-COMplete™ program incorporates lithographic printing that avoids the need to mount a lithographic label over corrugated substrates. The company also features digital production as well as customized hybrid solutions such as combining direct-to-corrugated with litho printing or conventional printing methods with digital.