Labels that leave less behind

According to Marika Knorr, head of sustainability and communications at CCL Label, the industry now focuses on engineering substrate solutions that support circularity without compromising brand appeal. 

‘Brand owners no longer want to choose between premium shelf presence and recyclability. They expect packaging to deliver both,’ says Marika. ‘That expectation is driving a new generation of label materials designed to work with existing recycling systems while maintaining the decorative and functional performance consumers expect.’

The change comes as packaging regulations tighten globally and South Africa strengthens its Extended Producer Responsibility (EPR) framework. Labels, once considered a relatively small component of the pack, now play an important role in determining whether packaging can be effectively recycled.

‘The emphasis is now on designing the entire label construction, including the substrate, adhesive and inks, so that it supports recycling rather than becoming an obstacle,’ Marika explains.

One area attracting attention is PET bottle recycling. Conventional shrink sleeves can interfere with optical sorting or contaminate recycled PET if they stay attached during processing. CCL Label’s EcoFloat® shrink sleeve technology addresses this challenge by using a low-density material that separates from PET during the recycling process, improving the quality of recovered resin.

The company has added EcoFloat WHITE, developed for light-sensitive products such as dairy and nutritional beverages. Instead of relying on opaque or pigmented PET bottles, which reduce the value of recycled material, the required light barrier is provided by the sleeve itself.

‘This allows manufacturers to retain clear PET bottles while still protecting the product,’ says Marika. ‘The result is a higher-quality bottle-to-bottle recycling stream and improved value for recycled PET.’

Wash-off technologies are another area where substrate design delivers measurable environmental benefits. CCL Label’s WashOff® and Low Temperature WashOff systems enable labels to detach more efficiently during bottle washing, reducing both water and energy consumption while improving material recovery.

The company also uses recycled-content films, post-consumer recycled (PCR) materials, bio-based substrates and lightweight film constructions where they provide environmental benefits.

However, Marika believes the biggest advances come from collaboration across the value chain. ‘Innovation doesn’t happen in isolation,’ she says. ‘We’re working closely with material suppliers and technology partners to develop premium label solutions that combine specialty papers, metallic finishes and decorative effects with substrates that are compatible with recycling systems.’

That balance is important in sectors where packaging serves both functional and premium branding roles. Demand is strongest in food and beverage, home and personal care, health care and premium wine and spirits, where packaging must communicate quality while meeting sustainability targets.

‘The beverage sector leads demand for recycling-compatible shrink sleeves, wash-off technologies and returnable packaging solutions,’ says Marika. ‘At the same time, premium consumer brands are investing in decorative embellishments that differentiate products without compromising recyclability.’

Globally, CCL Label also sees growing adoption of advanced label technologies in agricultural chemicals, automotive, health care and consumer durable markets, alongside increased interest in RFID-enabled labels that add traceability and supply chain functionality. For converters, however, these opportunities come with growing technical complexity.

‘Material compatibility with recycling systems has become one of the industry’s biggest technical challenges,’ says Marika. ‘Converters increasingly need to advise brand owners on how decisions about films, adhesives and inks can influence recyclability, compliance and future packaging costs.’

The latest addition to CCL Label’s sustainability portfolio reflects this systems approach. EcoShear®, a pressure-sensitive label technology for one-way glass bottles, enables labels to separate cleanly during the recycling process, improving glass recovery without affecting production efficiency.

‘The future of label innovation lies in designing solutions that perform throughout the entire life cycle of the package. The most successful labels help products sell while keeping packaging part of the circular economy,’ concludes Marika.