Innovation reshapes label industry

The Finat European Label Forum 2025 has highlighted artificial intelligence, flexible packaging and the convergence of narrow and wide web technologies as the key forces transforming the label and packaging industry.

In a dedicated session on technology and innovation, speakers including Bram Verhoef of Axelera AI, flexible packaging consultant Jörg Schönwald and a panel featuring Noël Kasmi (Adapa Group), Erik van Sloten (Bobst), Alex Aarslew-Jensen (Nilpeter) and Michael Schrameyer (Coveris Flexible) outlined practical strategies for label converters looking to expand into new markets.

Verhoef presented a case for AI as a near-term enabler of operational efficiency, citing predictive maintenance, dynamic scheduling and quality control as areas where the technology can deliver value within 24 months. 'AI is not going to replace people, but it will definitely change the nature of work,' Verhoef noted. 'It will augment human decision-making with data-driven recommendations.'

Schönwald made a strong case for narrow-web converters to move into flexible packaging, particularly stand-up pouches, a segment he said is growing more than 10 percent annually. 'Stand-up pouches are no longer just an opportunity, they're a necessity for growth,' according to Schönwald. 'Today, they offer the perfect entry point for label converters due to agility and personalization needs.'

The panel discussion explored how the convergence of print technologies is blurring the lines between traditional label and flexible packaging workflows. Van Sloten pointed to the growing role of mid-web presses for cost-effective medium-sized jobs, while Aarslew-Jensen emphasized that increasing automation and faster changeovers are making narrow-web machines more competitive in markets traditionally reserved for wide web.

However, speakers cautioned that the transition into flexible packaging presents real challenges. 'Material engineering remains a critical hurdle. Mono-material doesn't mean one layer,' Kasmi warned. Schrameyer added that brand owners expect consistency and performance, requiring converters to match packaging standards and secure the right certifications.

The forum's overarching message was that label converters' existing strengths in fast changeovers, versioning and digital readiness position them well to compete in the broader packaging market, provided they invest strategically and build partnerships across the value chain.

The next European Label Forum takes place on 27-29 May 2026 in Seville, Spain.