Avery Survey Shows Label Frustration

MENTOR, OH | A recent survey by Avery Dennison Label and Packaging Materials North America reveals that most shoppers have had challenges with the removable labels that provide price and/or product information that are found on a wide variety of retail products. 

This difficulty can create negative association with both the product and brand, the survey says. Such frustrations may be avoided—and consumer satisfaction enhanced—through label converters helping brand owners choose label constructions that may be removed easily by the retail customer.

In February, global market and opinion research specialist Ipsos fielded questions on behalf of Avery Dennison in its daily eNation Omnibus to 1,000 adults across the US. A total of 819* participants qualified to answer these questions. (*The survey findings can be viewed as representing the opinions of all adults in the US due to the statistically significant response rate.)

Among the findings were the following:

  • 81% of shoppers have experienced difficulty when removing a label.
  • 72% had a hard time removing a label from a kitchen item.
  • 53% said labels left a sticky residue on a product.
  • 82% felt frustration when removing a label from a product.

“It seems that many people have had a bad experience with a removable label,” says Agata Kowalska, associate product manager, Avery Dennison Label and Packaging Materials, North America. “Some survey respondents talked about how the wrong label adhesive ruined a present, damaged a collectible, or just caused a lot of grief.”

The company’s Select Solutions Removables Portfolio reportedly can help label converters, and the brand owners they serve, avoid such negative consequences. The portfolio includes a core of general-purpose, “go-to,” removable adhesives. Paired with film and paper facestocks, they are engineered to work across a variety of substrates and environmental conditions. It also includes a range of removable adhesives for specialized or unique applications, including those optimized for apparel, automotive, inventory management, and restaurant and food rotation.

Removables portfolio constructions are available in low MOQs, with short lead times, through the company’s EXACT, Ready Width, and stocked service programs.

Kowalska says, “Our goal is to help converters make the right choices for removable labels and assist them in creating better consumer experiences for their customers. As the survey demonstrates, the label might seem a small part of the product, but it can have a significant impact on consumer experience.”


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