Capturing the attention of shoppers browsing the shelves, labels play a major part in buying decisions and consumer behaviour. Here, we look at the opportunities available to printers and the new technologies driving innovation in labelling
Rob Fletcher
January 13, 2025
While some areas of the print industry will see work levels fluctuate, one area where there is always solid demand is labels. A stroll down most supermarket aisles will demonstrate this, with numerous products carrying some form of printed label.
What will also be evident while browsing the same shelves is the differing types of labels and how brands are now using this as a tool to draw the attention of consumers and even influence their buying behaviour. More attractive labels are more likely to catch the eye of the shopper and lead to a sale.
Here, we explore some of the latest developments in label printing, catching up with several manufacturers about their solutions and gaining insight into the areas experiencing the most demand.
Direct to Success
First to offer advice is Nick Macfarlane, regional sales representatives in the UK and Ireland at Inkcups, a company which specialises in pad printing and industrial inkjet print equipment, supplies, and inks for the promotional, apparel, and industrial markets.
Commenting on the labels market in general, Macfarlane says looking at the sector from a direct-to-object or direct-to-shape print perspective, within these spaces, then there is “tremendous scope for growth”. However, as with any disruptive technology, some of that growth may come at the expense of other kinds of labelling.
“If you consider shrink sleeves as an example, direct-to-shape printing has the potential to replace many of these as people look for ways to do away with unnecessary single use plastic and make packaging easier to recycle. Similarly, direct-to-shape printing may also replace adhesive labels in some spheres as packaging producers look for ways to streamline production and reduce waste.”
Inkcups sees “tremendous” growth opportunities in direct-to-object or direct-to-shape label printing
Building on this, Macfarlane picks out some of the areas of the market that print companies may want to focus on to win new work and grow their label print customer base. He points to spirits and liquor bottles as an example; while the majority still feature adhesive labels, the growing adoption of direct-to-object digital bottle decoration is already “inescapable”, whether you are walking through a liquor store or reading a round-up of packaging trends.
“One reason for this is some of the fun special effects that are possible with direct-to-object digital bottle decoration, as well as its suitability for the minimalism that we’re seeing in packaging design throughout the world of glass packaging in particular,” he explains, adding: “Special effects aside, the feel of a label that has been directly printed onto a glass bottle can convey a real sense of luxury, so there’s a strong attraction in that regard too.
“The increasing interest in direct-to-object digital print technology for labelling is also down to the agility it enables with regard to responding to shifts in the market. As packaging becomes leaner and more agile, there is a growing appeal in being able to label packaging on demand and thus adapt immediately to product changes or updates, as well as to quickly respond to meeting trends with seasonal or limited-edition labels.”
Inkcups’ range of Helix direct-to-object digital cylinder printers can be used to create a host of label effects
So, how can Inkcups help? The company introduced its Helix range of direct-to-object digital cylinder printers in 2016, with the aim of opening up more opportunities for small and medium-sized packaging producers eager to look beyond the capabilities of previous labelling technologies. This, Macfarlane says, has proved successful in the years since.
“Our Helix range, which is ideal for run lengths of between one and 10,000 items, has been embraced enthusiastically by companies such as Bottled Goose in the UK, who are using our direct-to-object digital cylinder printing technology on everything from gin and rum bottles, to cosmetics packaging.”
“Even cosmetics brand Lush has added both an Inkcups X5 flatbed printer and Inkcups Helix One benchtop printer to its line-up to enable direct-to-shape printing.”
Digital Dreaming
Another manufacturer in this sector is Gallus, which is present within the narrow-web print landscape. Chief executive officer Dario Urbinati says 2024 saw the labels market continue on a promising trajectory, presenting a number of exciting growth opportunities.
“In recent years, market transformation has largely been driven by the rapid advancement and integration of emerging technologies,” Urbinati says, continuing: “The rising adoption of digital printing has transformed the industry, enhancing the profitability of short- and mid-runs while unlocking new possibilities for personalised and on-demand printing. Novel innovations in the digital space are further driving this transformation, bringing the benefits of digital to entirely new market segments.
“Announced at this year’s Labelexpo, this is exactly what our breakthrough Gallus MatteJet finishing technology was designed to achieve, bringing the possibilities of inkjet technology to the wine label market for the very first time.”
Gallus Group CEO Dario Urbinati says 2024 saw label printing continue on a promising trajectory
However, Urbinati goes on to say that the real key to long-term growth and success in the label printing market is not necessarily about choosing between the type of technology – conventional or digital – but rather creating a smart, connected print environment that can accommodate the shifts we see in the world today.
“By building a seamlessly interconnected system, with modularity and flexibility by design, businesses can respond quickly to market demands, and in doing so, open up new opportunities of business growth and profitability even in the face of market challenges.”
With this, he draws attention to Gallus and its ‘System to Compose’. This concept combines the conventional Gallus Labelmaster with the Gallus One digital printing unit, allowing these printing technologies to be integrated into a single platform. Urbinati says dissolving product lines to harmonise the technology within a single system enables customers to mix and match printing modules based on current needs – while making sure they can adapt and scale their solution in the future as technologies evolve and market requirements change.
Factoid: Gallus Group developed its first label printing press, the Gallus Junior, in the 1920s
“Under the System to Compose, customers can also venture beyond the bounds of individual modules to select different print widths and colour gamuts to better meet the complexity of their jobs.”
Gallus built on this at drupa 2024, using the event to extend the System to Compose concept to include workflow solutions and service offerings. Urbinati explains: “This ensures that businesses can address their unique challenges not only with state-of-the-art equipment but also with service support levels tailored to their needs, empowering them to maintain seamless operations and adapt to evolving demands.”
Market First
Clearly, if you are to take advantage of new developments in the area, then new investment is key. Essex-headquartered Baker Labels recently took on a new Durst Tau RSC 340 LED label printer, making it the first company in the UK to install the machine.
Available with standard colour configurations including CMYK, orange, violet, green and white, the Durst TAU RSC 340 LED runs at up to 80m per min and has a native resolution of 1200dpi. The press features Fujifilm Samba printheads with variable drop sizes ranging from two to six picolitres, while its LED curing feature helps reduce energy usage during production.
Baker Labels will also benefit from a Durst Hawk AI unit, which is being added to the press. This automated inspection system can correct print mistakes such as missing nozzles in real time, without requiring any setup or operator intervention. It is designed to be able to carry out in-line image processing while a job runs at full speed, with no test print required.
Special effects aside, the feel of a label that has been directly printed onto a glass bottle can convey a real sense of luxury, so there’s a strong attraction in that regard too
Tom Baker, finance and development manager at Baker Labels, says that as a trade printer of self-adhesive labels, new investment is crucial to the company’s long-term strategy. The press installation is part of a broader two-year £5m investment in growth and advancing technologies.
“If we’re going to do something, we will do it properly,” he explains, adding: “Getting the full RSC with LED curing and the Hawk AI unit to develop is an exciting challenge for us as a team and should keep us busy for a while. It’s exciting to see what will be possible and start pushing the boundaries of such an innovative product.”
Baker Labels technical manager Jamie Godson adds: “It was clear to me from a very early stage that the TAU 340 RSC was a well-engineered press. It has impressed at every stage of the investment process from initial sampling, press demos, right through to the install and will no doubt have a huge impact on our productivity and lead times.”
Meeting Consumer Demand
Aside from hardware, ink plays a major role in the look and feel of labels. Xaar specialises in piezo-based drop-on-demand inkjet technologies, which dictate how the ink is applied to materials. Business development manager, Angel Jimenez Gil, says digital label production will grow and replace traditional analogue print technologies, meeting consumer demand for unique, tailored products.
"As part of this step change," Gil continues, "hybrid approaches will increase as label producers look to add digital capabilities to existing presses to provide the personalisation and embellishments on labels that are increasingly required.
“For example, textured and high-build print effects, varnishes, foils, and mass personalisation all become available with Xaar’s Versatex Printbar, which can both be integrated with new machine configurations or retrofitted onto existing presses,” he says, adding: “By enabling opacities of 85% at 50m/min, the Versatex achieves brilliant whites and vibrant colours, producing eye-catching, high- quality, digitally printed labels.”
According to Xaar, embellishments, tactile features, and foils are increasingly popular in labels
Going into further detail about trends and demand, Gil says embellishments, tactile features, and foils are increasingly popular and can be easily added into label manufacture using digital print to add value. “With Xaar’s unique High Creativity mode technology, labels can now feature a wide variety of haptic elements ranging from raised textures and high-build varnishes to matte and spot finishes – all printed at the same time, in a single pass – which is impossible for traditional and screen printing processes,” he explains.
“This innovative technology therefore enhances productivity and eliminates the challenges of screen printing, reducing setup time significantly. This ability to integrate tactile features into labels not only differentiates premium products on crowded shelves, but also strengthens brand identity and enhances consumer engagement.”
Further still, Gil says Xaar’s Ultra High Viscosity is allowing for higher pigment loading and improved durability, creating long-lasting inkjet print labels that also reduce environmental impact. He explains ink chemists can now select from a much larger cupboard of ingredients, providing options to improve the performance of existing label printing applications as well as opening a world of new possibilities.
“Sustainability in label printing can also be enhanced on many levels through inkjet; from UV inks requiring less curing energy to higher pigment loaded fluids needing fewer print passes and therefore lower consumables,” Gil adds, continuing: “Aqueous inks with high pigment loading and a lower water ratio can also significantly reduce drying energy and transport costs.”
As the old adage goes: “you need to spend money to make money”. This line of work will require some investment in new hardware, consumables, and materials but doing so will help set your business up for long-term growth in what is a market full of opportunities.
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