ABG details how to succeed in growing shrink sleeve market

Label and package printing converters are continually looking for ways to grow their businesses, and shrink sleeves serve as an ideal application. Shrink sleeves provide a greater canvas to advertise the brand, which leads to enhanced shelf appeal and increased consumer engagement.

To learn more about how shrink sleeves are making an impact in the marketplace, L&NW sits down with Marc Planella, Sleeve & Special Projects Product Manager, A B Graphic International.

L&NW: For starters, why do you think the shrink sleeve market will grow?

MP: The shrink sleeve market is growing all over the world, and North America is following that trend. There are many reasons why brands are choosing shrink sleeves: Maximum shelf visibility in crowded coolers, premium look for bottles and cans, ideal for seasonal promotions and limited edition, and, finally, the ability to offer tamper-evident solutions for added consumer trust.

From water and soft drinks to beer, wine, and spirits, shrink sleeves turn packaging into a powerful brand experience that drives consumer choice and boosts sales.

L&NW: Tell us more about the material and how to achieve the best result?

MP: In packaging, details matter. And when it comes to shrink sleeve labels, choosing the right material is essential to achieve a perfect result.

Sometimes the sleeve covering will show wrinkles and deformation on the top area. This type of defect usually appears when:

• The shrink ratio of the film is not suitable for the container geometry.
• The shrink profile (MD/TD) is not optimized.
• The material has too much shrink force for that specific area.
• Or simply, the film is not the right one for this application.

The result: a visual finish that does not reflect the quality of the brand or the product.

In applications where the sleeve covers complex areas, such as shoulders, caps, or irregular shapes, selecting the right film (PET, rPET, OPS, etc.) and its shrink behavior can make the difference between a premium package – or one with visible defects on the shelf.

Labeling technology is not only about the machinery — as we all know the material plays a key role, as well.

L&NW: What are the most exciting innovations in stretch and shrink sleeve machinery that are boosting productivity and improving ease of application?

MP: At ABG, we have an exciting innovation and unique application head – Smart Wheel – to apply the solvent. This patented system is based on a rotogravure coating head working as kiss coating. We apply a controlled and consistent solvent line with multiple benefits such as: less waste, guaranteed application to the edge of the film, avoid blockages, thin application, and controlled solvent width line.

L&NW: How are your company’s developments improving the sustainability of stretch and shrink sleeve materials while meeting performance expectations?

MP: Our R&D department is focused on waste reduction and we achieve this through high web tension control by dual independent pneumatic control and through the installed servomotors of reputable brands.

L&NW: What new materials or converting technologies are enhancing shelf appeal and helping brands stand out with eye-catching designs?

MP: Our Smart Wheel application system makes a perfect solvent application to the folding edge, which creates an unnoticeable seal line that translates into superior shelf appeal and avoids the raised lip, which can be unsightly.

L&NW: Can you share examples of recent project collaborations or product introductions that highlight ABG’s advancements in stretch and shrink sleeve applications?

MP: In Spain, we collaborated with a company that created a label 100% biodegradable using PLA film and biodegradable ink. This shrink label is placed directly over the coconuts so all the product and label is biodegradable.

In South Africa, we recently installed an SR (seaming) machine to one of our existing customers, which is focused on improving the quality and reducing the waste of their shrink sleeve.

L&NW: How is your company addressing the growing demand for recyclable and eco-friendly stretch and shrink sleeve packaging solutions?

MP: Our equipment is designed to be able to work with all standard  existing materials such as PET, PVC, OPS, as well as new hybrid materials and special materials such as PLA.

PLA is the most eco-friendly as it is a thermoplastic biopolymer made from renewable resources, such as corn, sugar cane or tapioca, and it’s called PLA (Polylactic acid).

Using PLA films for shrink sleeve labels is a clear way for brands to combine premium packaging with real environmental responsibility.

L&NW: Why do you think tamper evident shrink sleeve is important? And can your machines provide this functionality?

MP: In today’s food and beverage market, product safety and consumer trust are more important than ever. One of the most effective ways brands can protect both is through shrink sleeve labels with tamper-evident functionality.

Shrink sleeves labels can also be applied as a full-body seal that extends over the cap, or only on the cap making any attempt to open the product immediately visible. Once the sleeve is broken, it cannot be restored to its original state – offering clear proof of tampering.

Consumers expect reassurance. Tamper-evident shrink sleeve labels don’t just protect products – they protect brand reputation by demonstrating a clear commitment to safety and quality.

In a competitive marketplace, smart packaging choices make all the difference, and we can offer this functionality on our machines.