New AWA report promises a post-COVID-19 update

Labeling and product decoration

AWA report
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.


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