Loupe Q&A: Corey Reardon

When a market changes as fast as labels and package printing, having the right intelligence isn’t a luxury; it’s a competitive edge. Corey Reardon, AWA Alexander Watson Associates president and CEO, has dedicated 27 years to helping the label and package printing industry acquire insight. As the label market intelligence ambassador at Loupe Americas 2026, he shares the top trends impacting the industry in the next five years, how to make the most of Loupe Americas 2026 and an effective piece of advice to industry newcomers.

Loupe Americas 2026: We are honored to welcome you as label market intelligence ambassador. Please introduce yourself and your work at AWA Alexander Watson Associates. 

Corey Reardon: AWA Alexander Watson Associates is an international market intelligence and business insight services company whose specialization and expertise in the specialty paper, film, packaging, coating and converting sector extends over many years and provides a unique database of information and knowledge capital.

Our specific subject-matter expertise in pressure-sensitive materials, labeling and product decoration, release liner and flexible packaging materials enables AWA to understand, assess and analyze and to provide in-depth knowledge and insights across these verticals. This is complemented through AWA conferences and events, with a specialized portfolio of in-person and virtual industry- and market-focused events that provide knowledge, insights and networking.

Loupe: What are some of the trends you are currently tracking in the label and packaging market, and which ones do you believe will have the biggest impact in the next five years?

CR: Growth in Asia. Asia remains the global growth driver for the market. The region is the fastest growing, fueled by expanding label markets in India, China and Southeast Asia. The growth of e-commerce and parcel delivery in Asia, like Shopee in Southeast Asia and Blink-It in India, is a major driver for the growth of VIP labels used in shipping and distribution. The Asian dominance is expected to continue during the forecast period 2026-2029. However, it is important to note that growth in the region has moderated in recent years due to an economic slowdown in China and overcapacity across the region.

Non-organic market fluctuations and growth: The market grew in 2024 as customers replenished inventories following the unprecedented destocking cycle of 2023. In 2025, the global market returned to a more stable, moderate growth trajectory, particularly in North America and Europe. The market outlook remains modest, with growth expected to be tempered by subdued economic activity and uncertainties.

Sustainability: Sustainability pressures are reshaping the market, driven by stricter regulations, brand commitments to ESG goals, and waste concerns. Europe is spearheading the transition to a more sustainable future, with regulations like the Packaging and Packaging Waste Regulation (PPWR) and the European Union Deforestation Regulation (EUDR). Both require manufacturers to be transparent about their sourcing and design practices, ensuring sustainability in the upstream value chain.

Linerless labeling: According to the AWA Linerless Labeling Market Report 2025, linerless represents roughly 6 percent of global PS label volume in 2025, growing at high single digits. North America accounts for 54 percent of the global linerless label demand, with Europe coming in second with 39 percent.

Recent developments across the market indicate that linerless systems are moving beyond niche applications and gaining broader operational validation, particularly in logistics, retail and variable-information labeling.

Newer applicator and material platforms are expanding the range of compatible formats, substrates and printer systems, making the technology easier to integrate into existing packaging and labeling workflows. As these solutions mature, linerless labels are likely to remain a small but faster-growing segment within the broader PS label market, supported by waste-reduction goals, roll-efficiency gains and ongoing improvements in application technology.

Smart & intelligent labeling and packaging: Data mining, extended shelf life, consumer engagement, brand authentication, security, less waste and improved logistics and recycling through the implementation of smart labeling and packaging solutions and technologies are key growth drivers. AIPIA (Active & Intelligent Packaging Industry Association), part of AWA, believes that the implementation of active and intelligent labeling and packaging technologies is key to growth, enhanced efficiency and security, reduced waste and optimized sales and marketing potential.

Loupe: What attracted you to label market intelligence and what keeps you motivated to liaise in this field? 

CR: The catalyst driving me towards label market intelligence was based on the strong foundation AWA had in the sector. The label market is interesting and dynamic, and it continues to evolve over time. In this evolution lies the motivation to stay on top of and ahead of industry trends and developments, providing accurate and independent market data and insights.

Loupe: What advice would you give to professionals entering the label and packaging industry today?

CR: Manage expectations, understand the market and its value chain, think out of the box, and be flexible and resilient.

Loupe: As label market intelligence ambassador for Loupe Americas 2026, what are you most looking forward to?

CR: I am really looking forward to connecting with the industry. It’s good to have the core of the industry in one place while the expansion to include folding carton and packaging is a welcome addition. It is also an opportunity to get a pulse on what is happening in the market and assess how 2026 will finish and what expectations will look like for 2027 and beyond. New products, technologies and industry initiatives will be highlighted, which is also positive to look forward to. The AWA label release liner, smart labeling and graphic arts seminars, co-located and prior to the start of Loupe Americas 2026, is a great way to start off the week.

Loupe: From your perspective, how can attendees ensure they get the maximum benefit from the content at Loupe Americas 2026?

CR: Do your homework. Work with the show guide and map out your interests. Engage exhibitors, visitors and ambassadors. Listen, learn and contribute to discussions. Review programming of seminars, workshops and forums and attend relevant events.  Networking is also beneficial, particularly at the end of day and evening events.