• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Controlling Static

    Spirits Labels

    Digital Finishing

    Metallic Effects Labels

    Narrow Web Profile: WS Packaging Group
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Schreiner MediPharm develops smart label for Ypsomed

    ID Label celebrates 25 years

    Printeos Group goes digital with Durst Tau 330 RSC

    Technicote names new national sales director

    drupa 2020 to address packaging trends
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Schreiner MediPharm develops smart label for Ypsomed

    The e-commerce impact on warehouse and barcode labeling

    Schreiner ProTech launches enhanced anticounterfeiting label technology

    Lecta launches new Creaset HG HWS paper

    PragmatIC launches ConnectIC family
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Schreiner MediPharm develops smart label for Ypsomed

    Printeos Group goes digital with Durst Tau 330 RSC

    Technicote names new national sales director

    drupa 2020 to address packaging trends

    Yazoo Mills donates to local school's manufacturing program
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    The e-commerce impact on warehouse and barcode labeling

    Printeos Group goes digital with Durst Tau 330 RSC

    drupa 2020 to address packaging trends

    Yazoo Mills donates to local school's manufacturing program

    Hart Labels invests in Dantex PicoColour
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Printeos Group goes digital with Durst Tau 330 RSC

    Hart Labels invests in Dantex PicoColour

    Phoseon reflects on a year of new UV LED technology offerings

    iTek Packz opts for second Edale flexo press

    Colordyne introduces entry-level 1800 Series C
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Yazoo Mills donates to local school's manufacturing program

    GSE website providing ink management guides in Spanish

    Michelman showcases durable label technology at HP Indigo Global VIP Event

    Lecta launches new Creaset HG HWS paper

    UPM Raflatac opens new slitting and distribution terminal in South Africa
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    Elkem Silicones USA Corp.

    Bunting Magnetics

    Flexo Wash LLC

    Xeikon

    Ritrama, Inc.
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Household Products Labels

    Durability, compliance and shelf appeal all play key roles in this important label market.

    Photo courtesy of Avery Dennison
    Photo courtesy of Avery Dennison
    Dion Label provides an attractive design and complete safety information.
    Dion Label provides an attractive design and complete safety information.
    This image is an example of how FLEXcon products may be used.
    This image is an example of how FLEXcon products may be used.
    Household products labels from Weber Packaging
    Household products labels from Weber Packaging
    Related CONTENT
    • Dion Label perfecting print quality with automated registration control from CC1
    • Avery Dennison announces new focus on outdoor labeling
    • Dion Label now Part 11 and Annex 11 compliant printer
    • Adhesives Update
    • UPM Raflatac releases new Raflex MDO film
    Greg Hrinya, Associate Editor07.14.17
    Household products labels need to fill many roles. Not only are the products – cleaners, soaps, laundry detergents, furniture polishes – versatile, the label is as well. A household products label needs to be durable and informative. And of course, it must be aesthetically appealing and capable of standing out on a crowded shelf.

    Functionally speaking, adherence to the package is critical for this label market. The substrate and ink have to be able to withstand external agents like sunlight, chemicals from the product, and water. The label will typically encounter these elements throughout normal use of the product. 

    “The best labels promote the brand, inform customers of health and safety information on the product, and finally leave the product identity looking as good upon disposal as it did when the product was first purchased,” says John Bennett, vice president, Product Identification Business Team, FLEXcon.

    In the recent years, this category has seen a dramatic shift. “If you think about how customers have really purchased labels over the years, it was always dominated by the big brands,” explains Angel Harvey, product manager, Prime Films at Avery Dennison Label and Packaging Materials. “Those were the typical household chemicals that had the most shelf appeal. But what we’re finding lately is that there is a lot of competition coming on inside of this space. And more people are willing to try alternative brands. That’s probably one of the biggest trends that’s been occurring.”

    Successful household products labels offer several key features. Over-laminating or over-varnishing are popular techniques in order to protect the label’s graphics. Some converters are shifting more to matte and luster finishes, in addition to gloss. Ultimately, there has to be a value extracted from the product, both from a consumer communication point of view and the chemical itself.

    Plus, the labels have to be durable in order to withstand the chemicals in the container. “When we think about durability, we start thinking about our products and what we can do to add a benefit to the construction,” adds Harvey. “Normally, that’s with top coating our materials. When we top coat materials, that allows for faster ink absorption, as well as scuff and mark resistance. Those are the two big benefits.”

    According to Jim Lambert, VP and general manager, Digital Division, at INX International Ink Co., there are several considerations to take into account. “The challenge here is to make sure the label material is appropriate for the application,” he says. “For example, a paper label would be a terrible choice for a bottle or package that is constantly exposed to water. It would degrade quickly so polyester would be the better material choice.”

    From a material standpoint, the segment has shifted to films. “The label must be able to handle abrasion and chemicals while not suffering from any tears. The label could even fall off, which would look bad for the brand. Although paper is still utilized, its presence is much smaller,” says Kim Hensley, marketing manager at Mactac. “Household products labels are being used on products such as bleach, window cleaners and stain remover bottles, so the label needs to stand up against abrasion and chemicals.”

    Bruce Ruppert, manager of product development, Americas, UPM Raflatac, says that around 60-70% of the market is pressure sensitive. Shrink materials are growing as a decoration method because they are sub-printed and highly resistant to chemical overspill and environmental conditions. They also conform to almost any bottle shape.

    Dion Label Printing, a Massachusetts-based label converter, recommends a film base with a lamination in either glossy or matte for household items that will be exposed to a liquid cleaning product. Dion Label provides film materials in white, clear or metallic, and it emphasizes that lamination – combined with the film substrate – will provide the best protection for the label to ensure it remains intact to the bottle and legible for the consumer.

    According to Hensley, films offer excellent moisture resistance and wet strength, conformability and squeezability, high strength at low calipers, a very smooth surface, and graphic impact for brand enhancement. In addition, clear labels provide a no-label look to match the solid colors of the container. “Gloss films are growing in popularity, especially in household products because they’ve been shown to capture shoppers’ attention,” says Hensley. “Mactac offers white, clear and chrome polypropylene for the household product segment. Polypropylene is economical, has good clarity for a no-label look, has high gloss, very good moisture resistance and great dispensing.”

    Additionally, UV inks have gained popularity in this market because of their inherent durability. “Free radical UV inks and coatings cure based on the exposure to a specific wave length of light,” explains Lambert. “This exposure, most simply, takes a liquid ink and produces free radical polymerization. These polymer chains or networks are extremely hard and very durable, and something that is a very essential component for these types of label applications.”

    Due to the use of chemicals in household products, the label must include strict directions, too. According to Ashley Obara, marketing supervisor at Dion Label Printing, when a label requires extra space for directions and safety information, either an extended content label or a shrink sleeve could be used to maximize space. Shrink sleeves are also an excellent option as they provide 360 degrees of design space.

    FLEXcon’s Bennett notes that the biggest challenge in this market is the durability of the inks and adhesives against the product in the container. “This is where in-mold labeling is more popular than pressure sensitive labels,” he says. “Improvements in UV inks and digital UV inkjet printing or direct-to-container printing of UV inkjet technology may give in-mold labeling a competitive challenge in the near future. The label on your drain cleaning product had better be durable, or the graphics and critical safety and health information are going to simply wash off when exposed to the product.”

    Another challenge is finding a way to include all the safety and warning information. “There are many challenges, but one in particular is the need for extended content with instructions and warning labels on certain products,” says Ruppert. “We’ve found that the front facing label – or part of a wrap label – usually is aimed at branding, identification and grabbing the attention of the customer,” explains Chris Erbach, marketing communications manager at Weber Packaging. “The rear label or additional areas of the label are dedicated to safety information, often as a booklet or peel-open page with additional text.”

    Shelf appeal
    While the product needs to work sufficiently, household products labels must “pop” on the shelf. Like the labels in the food, wine and spirits, and craft beer spaces, cleaners and detergents have to catch the consumer’s eye during that moment of truth in the store.

    Late-stage product differentiation is a large driver in the household marketplace, as the brand and corresponding graphics typically dictate who gets prime shelf space. As in most other markets, companies want to attract the consumer, prompting an impulse purchase.

    “There are large groups who study and predict consumer behavior based on the product packaging, which includes the package itself and the graphics on the package,” says INX International’s Lambert. “And yes, conveying product safety is important from a legal perspective, but it is there for necessity. The aesthetics and look of the package and the graphics on it is the first priority.”

    “Aesthetics are still really big,” says Avery Dennison’s Harvey. “If you were to take a shelf walk, there is a need for clear and a need for white. It’s really depending on the message that the brand is trying to convey.”
In many cases, the label and packaging design will be dependent on the product. Fragrance free materials, non-fragrance free, bleaches, and cleaners might well all feature different looks. In the fight for shelf space, a household product label might also extend to the sides of the package to garner attention from the consumer.

    Digital printing technology has seen its role increase in this space, too. Dion Label Printing frequently uses its digital presses to accommodate a wide range of SKUs with enhanced graphics. “More frequently, customers are seeking products in their favorite scent or with properties they find as value-added, such as antibacterial hand soap versus foaming hand soap,” explains Dion Label’s Obara. “Digital printing accommodates for that by offering efficient short run printing and no plate costs for a large number of SKUs. Brands can print low quantities of a new fragrance or variety, see how they sell in the market and re-order accordingly without label waste.”

    “It’s simple,” says FLEXcon’s Bennett. “Look around your home or business at all the household chemicals you use every day. There is extreme competition and just like personal care products, the manufacturer is constantly changing their look or container type to attract the consumer.  This opens the door for better aesthetics, brand differentiation tactics and the need for brilliant and durable pressure sensitive labeling solutions.”

    Legislation and compliance
    There are several legislative acts that household products labels must adhere to. The Fair Packaging and Labeling Act (FPLA) is designed to promote value comparisons while preventing unfair or deceptive packaging and labeling of many household items. According to INX International’s Lambert, the FPLA requires each package of household “consumer commodities” to include on the label: a statement identifying the commodity, like detergents, sponges, etc.; the name and place of business of the manufacturer, packer or distributor; and the net quantity of contents in terms of weight, measure, or numerical count. Lambert adds that the label must show the measurement in both imperial and metric units.

    “The FPLA is administered by the Food and Drug Administration (FDA) as it relates to foods, drugs, cosmetics and medical devices,” says Lambert. “The Federal Trade Commission (FTC) administers the FPLA with respect to other ‘consumer commodities’ that are consumed or expended in the household.”

    Household product labels must also conform to the Federal Hazardous Substances Act (FHSA). This regulation requires precautionary labeling on the immediate container of hazardous household products. “This helps consumers safely store and use those products and to give them information about immediate first aid steps to take if an accident happens,” adds Lambert. “The Act also allows the Consumer Product Safety Commission to ban certain products that are dangerous  – or the nature of the hazard is such – so the labeling required by the Act is not adequate to protect consumers.”

    Additionally, The Household Product Labeling Act of 2009 requires companies to list all product ingredients clearly on the product or product packaging. The Act states that consumers have a right to know whether harmful chemicals are present in products they use to clean their counters, children’s toys, clothing, and other household objects.

    Future forecast
    According to Mactac’s Hensley, the household products label is a burgeoning segment of the market. A study, “Laminated Labels Market Forecast to 2020” from MarketsandMarkets, says the home and personal care segment is projected to grow at a CAGR of 4.42%. This represents higher growth than food and beverage, pharmaceuticals and durable and retail labels.

    Hensley believes that the industry will see continued growth in the use of plastic containers, as well as squeezable containers that require the ability of label materials to accept deformation at low force and recover completely.

    Brand differentiation will also be key. “Using a variety of special effects like varnishes, textures and specialty inks will be used to give the perception of quality,” says Hensley, adding, “Colorful, appealing labels need to compete with major brands on the shelf.”

    The sizes of the containers – and therefore the labels – might shift too. Individual containers, in the 12-20 ounce range might become more popular among millennials who do not have big families.
    “Dion Label Printing expects to see the household products market continue to show strong growth in the coming years,” says Obara. “New household product companies are popping up constantly to keep up with consumer demand for new products. Some strive to keep up with cleaning product formulation advances as technologies develop. Others are looking to provide more sustainable products that are good for the environment, safer and healthier for the consumer.”

    UPM Raflatac’s Ruppert sees the market moving to thinner materials for sustainability gains to reduce cost and increase efficiency. Also, extended content labels will continue to grow as new legislation and regulations go into effect, he says.

    In addition, social media has built a presence with household products labels. “With the rising popularity of social sites that are promoting DIY (do it yourself) cleaning and organizing trends, consumers are seeking multi-purpose household products more than ever,” adds Obara. “Products that can be used on various surfaces or applications both save costs for customers and reduces storage needs. These multi-purpose products will often require extensive labeling needs such as multiple direction panels and instructions.

    FLEXcon’s Bennett notes that the “future is now in this market” due to the rise of digital imaging and the surge of reseal technologies. He adds that there will be an increase in easier portability for one time or limited uses, concentrated chemicals, and the reuse of containers with the offer of bulk refill purchases. Run sizes will also shrink as brands search for new ways to position their products.

    While growth will continue, Weber Packaging’s Erbach expects to see a trend toward natural products. “Consumer demand is driving the household products area to create more environmentally-friendly products,” he says. “The branding and label design will follow this growth to convey the importance of this issue.”
    Related Searches
    • waste
    • adhesives
    • Digital printing
    • inx international
    Suggested For You
    Mactac receives motor vehicle flammability certification Mactac receives motor vehicle flammability certification
    Avery Dennison emphasizes smart, RFID technology Avery Dennison emphasizes smart, RFID technology
    Celebrating 50 years, Dion Label rebrands Celebrating 50 years, Dion Label rebrands
    Craft Beer Label Market Craft Beer Label Market
    UPM Raflatac releases new Raflex MDO film UPM Raflatac releases new Raflex MDO film
    Adhesives Update Adhesives Update
    Dion Label now Part 11 and Annex 11 compliant printer Dion Label now Part 11 and Annex 11 compliant printer
    Avery Dennison announces new focus on outdoor labeling Avery Dennison announces new focus on outdoor labeling
    Dion Label perfecting print quality with automated registration control from CC1 Dion Label perfecting print quality with automated registration control from CC1

    Related Features

    • Controlling Static

      Controlling Static

      A change in labelstock can solve static problems while resulting in cost savings.
      Steve Katz, Editor 02.01.19

    • Spirits Labels

      Spirits Labels

      Creativity and a variety of effects help illustrate a brand’s story.
      Greg Hrinya, Associate Editor 02.01.19

    • Digital Finishing

      Digital Finishing

      Modularity and a wide range of embellishment options are fueling innovation in this necessary equipment sector.
      Steve Katz, Editor 02.01.19


    • Metallic Effects Labels

      Metallic Effects Labels

      Various decoration methods can improve quality perception and increase a brand’s shelf appeal.
      Greg Hrinya, Associate Editor 02.01.19

    • Narrow Web Profile: WS Packaging Group

      Narrow Web Profile: WS Packaging Group

      The label company is investing in its future in Algoma, WI.
      Steve Katz, Editor 02.01.19

    • THE 2018 TLMI AWARDS

      THE 2018 TLMI AWARDS

      Multi-Color Corporation North America Wine and Spirits took home the Best of Show award.
      11.16.18


    • Records set in Rosemont

      Records set in Rosemont

      The most important event of the year is the ideal venue for product and technology launches.
      Steve Katz, Editor 11.16.18

    • Beverage Labels

      Beverage Labels

      New brands have a range of options to find success in this growing space.
      Greg Hrinya, Associate Editor 11.16.18

    • Making inroads in China

      Making inroads in China

      Several suppliers are celebrating achievements and milestones in one of the world’s most important markets.
      Steve Katz, Editor 11.16.18


    • Aniloxes – Yesterday, Today and Tomorrow

      Aniloxes – Yesterday, Today and Tomorrow

      Winston Churchill once said, “Those that fail to learn from history are doomed to repeat it.”  Fortunately for us in flexography, the industry has learned from mistakes, applied those hard-earned lessons and continued the dynamic cha…
      Patrick Hogan 11.16.18

    • Digital Printers and Presses

      Digital Printers and Presses

      The pace of change in the digital label printer and press market has never been more rapid. Whether they’re pulling back the curtain yearly in Brussels or Chicago, or a sole supplier is hosting an event at its headquarters, product launches are…
      Steve Katz, Editor 11.16.18

    • Hybrid Printing: Hype Versus Reality

      Hybrid Printing: Hype Versus Reality

      In the world of label printing presses, the word “hybrid” has taken on a life of its own. The term itself has been greatly overhyped and its meaning has been obscured by conveying different things to different folks. In fact, in some case…
      Sean Skelly 11.16.18

    • Narrow Web Profile: Turner Labels

      Narrow Web Profile: Turner Labels

      In business for over 50 years, the Kentucky converter is “all-in” with digital printing.
      Greg Hrinya, Associate Editor 11.16.18

    • Catching up with Fortis Solutions Group, a 2015 L&NW Company to Watch

      Catching up with Fortis Solutions Group, a 2015 L&NW Company to Watch

      “We are customer driven and focused on quality and brand color accuracy,” says Marybeth Foss, director of prepress at Fortis.
      10.12.18

    • Companies To Watch: OPM Group

      Companies To Watch: OPM Group

      Chris Ellison has transformed his Leeds, UK-based company with Lean Manufacturing and automation.
      Harveer Sahni 10.12.18


    Breaking News
    • Schreiner MediPharm develops smart label for Ypsomed
    • ID Label celebrates 25 years
    • Printeos Group goes digital with Durst Tau 330 RSC
    • Technicote names new national sales director
    • Xeikon Café Europe reveals Academy program
    View Breaking News >
    CURRENT ISSUE

    January/February 2019

    • Controlling Static
    • Spirits Labels
    • Digital Finishing
    • Metallic Effects Labels
    • Narrow Web Profile: Investing in the future at WS Packaging Group
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • privacy policy
    • term and condition
    • about us
    • contact us

    follow us

    Subscribe

    magazines

    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image

    Copyright © 2019 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login