New AWA report promises a post-COVID-19 update

Labeling and product decoration

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AWA
Global label market by technology Graphic AWA

Labeling and product decoration are critical to the packaging industry, combining the essential information to identify a product with the sales enhancement properties of branding and on-shelf visibility. The healthy status of the worldwide label demand is documented in the newly-published 14th edition of AWA Alexander Watson Associates’ Global Annual Review Labeling & Product Decoration. It explores all the different facets of the subject, across the main labeling formats – pressure-sensitive, glue applied, sleeving, in-mold labels – and their supply chain characteristics.

Global label market growth by region Photo AWA
Global label market growth by region
Photo AWA

The new study details the profiles of the different end-use application segments, including primary product labeling, variable information printing, and security labeling. It sets them in the context of in-depth regional market analyses. In 2019, AWA estimate that global label demand approximated to 66,216 million square meters – showing a growth of some 3.2% over the previous year. While these figures span all the label and product decoration technologies, 40% of these volumes were in pressure-sensitive labels, 35% in glue-applied labels, and, today, 19% in the sleeve labeling technologies.

Regional profiles

Regionally, the countries of Asia continue to claim the largest market share, 45% of the total; Europe a 25% share; North America an 18% share; South America 8%; and Africa and the Middle East 4%.

The study documents pre-COVID-19 growth forecasts, but AWA will provide all study subscribers with an updated analysis during Q3 2020 of the impact of COVID-19.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Packaging South Asia’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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Editor of Indian Printer and Publisher since 1979 and Packaging South Asia since 2007. Trained as an offset printer and IBM 360 computer programmer. Active in the movement to implement Indian scripts for computer-aided typesetting. Worked as a consultant and trainer to the Indian print and newspaper industry. Visiting faculty of IDC at IIT Powai in the 1990s. Also founder of IPP Services, Training and Research and has worked as its principal industry researcher since 1999. Author of book: Miracle of Indian Democracy.

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