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Pressure-sensitive market ready for substantial growth

03
Dec '09
Avery Dennison, the global leader in labeling solutions, predicts a potential boom in the market for pressure- sensitive labeling solutions in China as Chinese consumers increasingly favor products that use brand-appealing packaging and the national labeling industry matures.

Speaking at LabelExpo Asia 2009, Mr. Dagang Li, vice president and general manager, Roll Materials China, Avery Dennison, said: "Consumers here in China today want safe, convenient, high-quality products that are highly functional and, increasingly, environmentally sustainable, too. What is not well understood, however, is that most consumers make decisions about these product attributes in just a few seconds, while perusing the store shelves."

Shelf-appeal strongly influences sales

Industry research showed that about 80% of Chinese consumers make their purchase decisions in the store while they shop, scanning the shelves for an average of 20 seconds or less. This means that packaging has a tremendous impact on sales.

"Packaging has become a silent salesperson, with pressure-sensitive packaging delivering a high-value premium image for consumer goods. Pressure- sensitive materials allow for more flexible packaging design and more innovative applications, and consumers associate them with higher value products," Mr. Li continued.

Some household prestigious brands are already taking advantage of pressure-sensitive labels to enhance their products' functionality and shelf- appeal:

• Kingway Beer changed the look of Kingway Draft with pressure-sensitive labels in 2003 and is a delighted customer since then.
• Great Wall Wine Company, one of China's largest wine producers, is transitioning all its white wines to self-adhesive labels after using them on its high-end wines since 2008.
• Nivea revamped its bottle design last year with a curvier look and a more functional, firmer grip. The new design, with an enhanced brand image, has been well received by consumers.
• Pulmuwon, one of the biggest companies in Korean food market, applied PS labels to their egg products and created a sensational response from consumers. Since then Pulmuwon has switched almost 30 kinds of egg products to PS label packaging.

Pressure-sensitive industry becomes more professional

During its 15 years in China, Avery Dennison has participated in the development of the local label converting industry. It sees this industry is now prepared to take a substantial leap forward, becoming more global, customer-centric, and innovative.

"The industry is reaching a critical mass here in China. With our good relationships with converters, we are leading the way to a more customer- centric approach to applications development. By staying close to the market, we are helping our partners and end-users adopt international best practices and create more innovative solutions for use in China and overseas," said Mr. John Quinn, vice president and general manager, Asia Pacific Roll Materials Group, Avery Dennison.


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