In the wake of the release of Avery Dennison's white paper, Pressure-sensitive labels and their role in making packaging circular, PKN spoke to Pankaj Bhardwaj, vice president and general manager, Avery Dennison Materials Group (Asia, Middle East and Africa) about the findings and what they reveal about the packaging industry’s progress towards circularity.
Drawing on interviews with consumer packaged goods (CPG) companies, recyclers and industry experts across nine countries, the paper examines how pressure-sensitive label technology can support the transition towards circular packaging systems and help brand owners close the recycling loop.
Findings indicate that nearly all global CPG brands are targeting 100 per cent recyclable, reusable or compostable packaging by 2030, yet more than 80 per cent are falling short of waste and recycling targets. It also reported that recycled rigid plastics such as PET and HDPE are more than 70 per cent less emissions-intensive than virgin plastic, and that even a one per cent rise in recycling rates could reduce around 2000 tonnes of plastic waste annually.
“As a leader in materials science and a business whose R&D innovations and labelling solutions address sustainability challenges, we are uniquely positioned to educate the packaging industry,” Bhardwaj said. “Our goal was to recognise areas where the industry is falling short, identify opportunities for advancing programs that can lower waste, improve processes and cut emissions.”
Bhardwaj said conversations with CPG brands have evolved considerably in recent years as companies face growing pressure from regulators and consumers alike. He noted that some “leaders” are investing heavily in sustainable innovation, while others are focused on meeting compliance requirements.
Across the region, reuse and recycling remain key themes, though barriers persist. “Loss of plastic during the consumer collection phase due to poor recycling infrastructure and indifferent consumer behaviour is an example of recycling challenges,” he said.
He pointed to collaborative efforts in Asia, such as Nestlé’s partnerships to develop waste collection and recycling schemes, and Coca-Cola’s venture with Indorama Ventures to establish PETValue Philippines, which can process around two billion PET bottles per year.
Within its own operations, Avery Dennison has extended its portfolio of liner solutions, including LinrSave products and the AD Circular recycling program. The company’s XeroLinr DT linerless constructions and LinrConvert technology are also helping reduce liner waste and support recyclability.
Bhardwaj said the next decade will see the packaging industry transformed by regulatory demands and consumer expectations. “Brands will need to innovate, partner with industry customers and suppliers, and show demonstrable results to succeed over the long term,” he said.
Pressure-sensitive label innovations are also helping bridge technical and behavioural gaps in recycling. Labels incorporating digital triggers, such as QR codes and RFID, can help brands enable reuse and refill systems through cost-efficient sorting, while also guiding consumers on correct disposal or return methods.
In bottle-to-bottle HDPE recycling, advances in adhesive technology have led to “clean release” labels that fully separate during processing to maintain material quality. These solutions, recognised by APR and RecyClass, are now compatible with HDPE recycling.
“For bottles intended for reuse, newly available wash-off pressure-sensitive labels release during the wash process, decrease process time, lower energy and chemical use, and leave behind cleaner wash water,” Bhardwaj said.
He added that a common misconception is that pressure-sensitive labels negatively affect recyclability. “New adhesive advancements have made them a circular packaging enabler, and they are now established as a mature reuse and refill component,” he said.
Bhardwaj advised brands to start with design. “Sustainable innovation begins at the packaging design stage,” he said. “Brands are encouraged to partner with label manufacturers to determine what combination of label facestocks, adhesives, digital triggers and overall design best addresses their specific applications.”
The white paper has drawn strong industry engagement, with more than 350 downloads and coverage in over 60 publications globally. Bhardwaj said it is also being referenced across the packaging sector for its data and insights.
