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global
perspective
According to data from Labels and Labeling Consultancy,
global label demand (all technologies included) amounts to
between 40 and 45 billion m2. About 30% of this volume is
consumed in Europe.
When the emerging markets are included, globally wet glue
labels still hold a majority share of 46%, followed by self-
adhesive with 37% and sleeving, wrap-around and in-mould
holding shares of 8%, 6% and 2% respectively. This is because
in the emerging markets, self-adhesive is still less advanced.
As stated in the introduction, the situation is reversed if only
the mature western label markets of Europe and North
America would be considered.
Although average per capita consumption of self-adhesive
labels in North America with around 15 m2 is similar to
consumption levels in the mature markets of Western Europe,
there is huge variety of per capita consumption levels across
Europe, ranging from 3-4 square meters in East and Southeast
Europe, to around 20 m2 in some countries in Northwest
Europe, with an overall average across Europe of 6-8 m2 (see
chart 3). This indicates a significant upward potential for the
label industry in the wider ‘Eurovision Europe’.
recent
developments
in
europe
–
different
perspectives
across
regions
Against this background it should be no surprise that the
perspective of market developments differs significantly at
opposite ends of the European periphery. Against the
marginal evolution of labelstock demand in the other
aggregated regions of Europe (all recording increases or
decreases within the plus or minus 1.5% range), Eastern
European markets consumed 11.4% more self-adhesive label
materials in 2012 than in the preceding year! Total labelstock
demand recorded in the Eastern European countries (12
countries, 325 million inhabitants) amounted to 1.15 billion
m2 and the region is now approaching Southern Europe (6
Mediterranean countries including Turkey, 280 million
inhabitants) with a demand of 1.28 billion m2 as the second
largest self-adhesive labelling region in Europe. Central
Europe (6 countries, 125 million inhabitants) is still far out of
reach for the rest of Europe with 2.27 billion m2. See chart 4.
Within the top 5 of self-adhesive label consuming countries
in Europe, Germany and the United Kingdom consolidated
their leading positions ahead of France, Italy and Spain.
However, from a historical perspective, Germany and Italy
have (see chart 5) outperformed the other 3 countries.
Together, in 2012 these 5 countries accounted for around 60%
of total labelstock demand in Europe.
It should be noted however that the underlying market
drivers and economic fundamentals may differ substantially
across individual countries. Generally speaking, for the
smaller countries, volume and evolution of labelstock
demand tend to correlate more strongly with FMCG exports,
and hence the average consumption of label materials per
capita tends to exceed that of the bigger markets.
paper
versus
filmic
labelstock
demand
trends
On balance, in 2012 the European self-adhesive label industry
added almost 100 million m2 to its business in 2011. About
90% of this volume was generated by net increases in roll
label materials demand. Of this net growth, a majority of 48
million m2 was achieved by the net increase in demand for
filmic roll label materials, ahead of the 41 million m2 net
increase in paper rolls demand in 2012.
Chart 3
Chart 4
63
FINAT YEARBOOK
2013
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