Power of Connection (CONT’D FROM PAGE 37)
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The last decade accelerated the shift: shorter runs, faster changeovers and rising SKU complexity put a premium on flexibility, speed and repeatability. Technology also moved from incremental press im- provements to workflow-led competitiveness: automation, inspection, colour control and data discipline. But the big- gest change is structural: convergence. Self-adhesive la- bels remain the anchor, yet the industry shift towards the broader application of narrow-web technologies stands at the core of where we are going. Sleeves, IML and selected flexible packaging increasingly share the same technology base and skillsets: printing, finishing, substrates and digi- tal workflow. Converters are exploring where narrow-web capabilities translate into new value, and where embellish- ment is becoming a stronger part of brand differentiation. From a European market perspective, the past cycle has been challenging. 2025 marked a shift from recovery into recalibration, with a recorded growth in the self-adhe- sive label materials consumption at 2 percent, in line with GDP. The market is more stable entering 2026, but growth is modest and uneven, and uncertainty remains the base- line. Two signals stand out. First, demand is increasingly mixed by application: variable information printing linked to logistics and distribution has been structurally stronger than primary product labelling during periods of cautious consumer spending. Second, the mix of materials and functionality continues to evolve, driven by sustainabili- ty requirements, performance demands and the growing role of traceability. Proof is becoming the new currency: solutions must be compatible with recycling systems and compliance expectations. Looking ahead, we see three trendlines shaping the next few years. Sustainability moves from ambition to execution. In Europe, regulations like PPWR and customer require- ments are pushing the market from intent to implemen- tation. Companies increasingly need evidence-based design-for-recycling compatibility, credible data, and scalable end-of-life solutions. This is not only a European story: global brand owners and supply chains carry these requirements across regions. Circularity becomes a system challenge. It will scale when collection, sorting, recycling capacity and end mar- kets become economically viable. That is why FINAT (and the CELAB-Europe consortium that it hosts) works, where needed, with key players in the wider packaging and re- cycling ecosystem: converters and their end-customers need solutions that are technically sound, operable at scale, and compliant as requirements evolve. Collabora- tion is not “nice to have”; it is strategic infrastructure. Digitalization — and increasingly AI — become the productivity lever. Short runs, SKU proliferation and tight- er turnaround expectations make automation, workflow
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38 March 9, 2026
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