Traditional labels (paper and film) are still popular and cost effective for a variety of purposes on bottles, jars, cans, and nearly all packages. Shrink and stretch labels, along with polypropylene film labels, are continuing to make in-roads, replacing traditional labels. In many cases, we are seeing a rejuvenation of shrink sleeves with brighter colors on the shelves through the various channels. This movement is aimed at improved Shelf-Impact (SI) or Shopper Stopping Power (SSP). With more than 30,000 SKUs in the traditional supermarket, it is hard to cut through the clutter—but labels can make a difference.

Today, labels are more important than ever before. We used to consider labels more as an afterthought and a necessary evil—but not any longer. Labels provide important communication for branding, nutritional labeling, product claims, SSP and product use instructions. The package label is key to shoppers buying, using, and repurchasing the product. Just look at what labels have done to change the wine industry—the Yellow Tail™ wine label has a nice, simple execution that says a lot about the product and provides the SSP that is needed for the consumer.