Log in or Register for enhanced features | Forgotten Password?
White Papers | Suppliers | Events | Report Store | Companies | Dining Club | Videos

Packaging Materials
Return to: PKBR Home | Packaging Materials

Survey reveals most shoppers have had challenges with removable labels

Published 12 June 2017

A survey by Avery Dennison Label & Packaging Materials has found that 8 out of 10 shoppers struggle with stubborn labels.

The survey found that about 80% of shoppers find it difficulty with removable labels that offer place and product information that are found on a wide variety of retail products.

This could be difficult situation, which can develop a negative association with product and brand. Avery Dennison said these hiccups can be avoided, while increasing consumer satisfaction, by employing label converters.

These label converters can help brand owners to choose between label constructions that can be easily removed by retail customers.

In February, market research company Ipsos conducted survey on 1000 adult customers across the US, on behalf of Avery Dennison.

The survey found that about 81% of shoppers experienced difficulty while removing labels. About 72% had hard time removing labels from kitchen items. 53% stated that labels left behind sticky residue on the product and 82% have felt frustrated while removing labels from a product.

Some of the survey respondents stated their unhappiness and dissatisfaction about some brands which use sticky labels that leave behind residue, while being peeled off.          

According to Avery Dennison, such frustrations can be negative for the brands. It stated “imagine buying and bringing home a new picture frame to display a photo from a family vacation, only to discover the label on the glass resists an easy peel-off.

“Clean adhesive label removal may ultimately involve soapy water and some scrubbing, the use of solvents or even scratching the label off with items like a coin or razor.

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

“It happened to me when I recently bought a pair of shoes. The adhesive left an ugly stain, so I had to exchange them for a different pair.”