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FLEXO Magazine : March 2014
Global Label Market: State Of The Industry Regional, Sector Based Analysis & Expectations Dr. William Llewellyn The label market today is complex, diverse and chang- ing—at all levels of the value chain and particularly for label converters. In addition, from day to day, on press consider- ations, they must cope with a variety of substrates, paper and film; the requirements of the different label formats now deliv- ered to end users—glue applied, pressure sensitive, sleeves and in mold—and an increasingly international geographical marketplace. GEOGRAPHICAL PROFILES Globalization has many faces. Major international brand owners are looking to promote their hero brands on a global basis with a commonality of label graphics, materials and qualities, multi versioned to take in local languages and label information content requirements. This need for a universal brand image may be better supported by a common source of labeling materials and this is driving global brand owners and end users to look for converting partners and suppliers with a global reach—either through cross border partner- ships or with operations in several regions. AWA Alexander Watson Associates estimates the global label market totaled around 529.6 billion square feet (49.2 billion square meters) in 2012, and grew overall around 3.8 percent. Asia has shown continuous high levels of growth to realize the position of leading regional label market, with a 36 percent share of total global label volumes. Europe is the second largest regional market, with a share estimated of 28 percent, followed by North America with a 21 percent share. The growth economies in South America today demonstrate a 10 percent share and the African and Middle East region has a 5 percent share. NORTH AMERICA The economic situation in North America is improving at a higher rate than in other developed regions, such as West- ern Europe and Japan, with a concurrent improvement in consumer confidence. North American label market growth in 2012 was around 2 percent—in line with GDP. A significant feature of the North American economic improvement is the so called “repatriation” from Chinese sources of certain industries, resulting in a notable increase in the production of capital items, such as cars, white goods, consumer durables, etc., within the U.S. This has led, in parallel, to greater demand for high value, durable, UL/CSA approved labels sourced within North America. Source: AW A Labeling & Product Decoration Markets Global Review 2013 Europe North America Asia Pacific South America Africa & Middle East 21% 28% 10% 5% 36% Global Label Demand 2012 Global Market 2012 = 49,170 Mln Sqm INDUSTRY INDICATORS 12 FLEXO MARCH 2014 www.flexography.org