At the European Label Forum 2025 (ELF 2025), players in the European label industry drew up a broadly shared assessment of the changes underway in the sector. The Finat association, which initiated the event, takes a look back at the main findings of the discussions held last May, structured around market analyses, changes in consumer behavior, technological innovations and regulatory issues. These cross-cutting contributions provide a cross-section of the challenges facing label printers and suppliers today.
European label market: post-Covid recovery still fragile and uneven
The figures shared by Jules Lejeune, Managing Director of Finat, are a reminder of just how unevenly label printers are emerging from the crisis. While demand for adhesive substrates used to serve as a barometer for European growth, this correlation broke down with the health crisis. In 2024, market volumes remain at the same level as 2016, with varying degrees of recovery depending on the region. Spain stands out for its resilience, while other countries are struggling to recover.
Jules Lejeune also reported an increase in demand for certain materials, in particular direct thermal labels and polypropylene films, whose use is boosted by the boom in e-commerce and certain innovations.
In addition, the association's director mentioned two structural evolutions likely to influence the market: the exclusion of Russia and Belarus, and the hypothesis of increased sourcing outside Europe. A market study is currently underway to assess the implications.
Consolidation, vertical integration and global pressures on the label market
Corey Reardon, head of international market research firm AWA, highlighted two key trends in the global label industry: consolidation and vertical integration. According to him, the self-adhesive label segment today represents 39% of the global market, with a high proportion of volumes linked to variable information printing (VIP) applications, mainly in logistics.
Corey Reardon also pointed out that Europe accounts for 22% of global production, but that competition from Asia, particularly China, is intensifying. He also noted a decline in demand and persistent inflationary pressures, leading many players to rethink their business models.
Consumers on the move: health, the need for proof and the rise of private labels
Linda Lichtmess, from Euromonitor International, a market, industry, economy and consumer data research and analysis company, took a closer look at changes in consumer behavior. She identified three main trends for 2025: increased sensitivity to health issues, a search for sustainable value over time, and a marked distrust of vague environmental claims.
Linda Lichtmess also noted that consumers continue to demand sustainable options, but now expect concrete proof. In an inflationary context, private labels are gaining in popularity, buoyed by their ability to offer products perceived as qualitative at a reasonable price. The rise of personalization via artificial intelligence is also mentioned, although confidence remains fragile.
Sustainability and innovation: new constraints drive transformation
Paul Jenkins of packaging innovation consultancy ThePackHub emphasized the central role of sustainability in packaging design innovation. He argued that sustainability is no longer a competitive advantage, but a basic requirement, raising the question of where billions of labels produced every year are going.
It has identified five major areas for innovation: recyclability, bio-sourced packaging, substitution of plastic by paper, refill or reuse systems, and volume reduction. Several recent innovations, such as single-material solutions and removable RFID labels, seem promising.
Changing regulations, difficult to anticipate
A round-table discussion with label manufacturers All4Labels, Asteria and Reckitt, among others, looked at the growing difficulties posed by changing regulatory frameworks. Arno Melchior of the Anglo-Dutch multinational manufacturer and distributor of Reckitt cleaning, hygiene and pharmaceutical products, reported that some packaging that the group thought met recyclability requirements has been called into question following a change in regulations.
Gabriela Neves Ferri from label manufacturer All4Labels emphasized the increased role to be played by label suppliers: beyond their technical function, they are expected to act as partners capable of guiding brands in their choices in terms of design, compliance and recyclability.
An industry forced to constantly adapt
Discussions at the Finat Forum highlighted a sector undergoing rapid transformation, faced with sometimes contradictory injunctions: cost reduction, product innovation, regulatory requirements and societal expectations.
The ability of converters to keep pace with the evolution of materials, adapt to new uses and support their customers through legislative changes is therefore a strategic issue.
The next round table, the European Label Forum 2026, will be held from May 27 to 29, 2026 in Seville, Spain.
