India is still a new market for pressure-sensitive graphic films
We know pressure-sensitive labels. However, in the recent years, especially in matured markets like North America and Europe, pressure-sensitive graphic films have found newer ways to highlight its utility, from a simple sticker on a consumer item (label) to large designs for aeroplanes, from home decor prints to fancy vehicle wrappings. Wrapping, indeed, is a growth segment, so much so that every year, Fespa Digital, organised by the Federation of European Screen Printers Associations, hosts a
22 Feb 2016 | 11312 Views | By Dibyajyoti Sarma
With the rise of digital wide-format printing, pressure-sensitive graphic films have found a level playing field to explore its potential.
In India, this potential remains largely unrealised. Decals for vehicles (and helmets) have seen a rise in the recent years, but full-fledged car wrapping is still rare.
The global pressure-sensitive graphic films market is the subject of a new analysis from specialist market researchers and consultants AWA Alexander Watson Associates. This market has, in recent years, undergone a major realignment, moving into several new and premium markets while at the same time facing increasing pressure at commodity level from screen media.
The AWA Pressure-sensitive Graphic Films Market 2016 study evaluates in detail the present market status, and presents an expert assessment of the future for the various segments.
Changing emphasis
As in all aspects of print and graphics, the use of pressure-sensitive films for short-term promotional and longer-life vehicle and architectural graphics, as well as road traffic and safety signage, has been modulated by the effects of the ‘digital revolution’; and as a result, the market profile is changing.
The new study shows how sign-makers and graphics converters are using their expertise to enter new and lucrative segments, such as interior décor, and how film coaters and laminators are supporting this change with new substrates to meet the needs of such dynamic ‘fashion’ segments as vehicle wrapping.
Indian scenario
Pressure-sensitive graphic films are basically pressure-sensitive adhesive films, which are mostly used in segments other than labels. Worldwide, pressure-sensitive graphic films have found a niche in hitherto new segments like vehicle wrapping, decal, and even home décor. In India, however, the use of pressure-sensitive graphic films remains limited. There are some takers for decal, but full-fledged vehicle wrapping is still to catch on.
On the other hand, while in the Western countries, especially in Europe, pressure-sensitive graphic films have made their way to home décor, especially decorating children’s rooms, where it is easier to print popular cartoon figures of a child’s choice and paste it on the wall, India is still struggling to market the potential of printed wallpapers for home décor.
Global scenario
Adhesive films are sheets, films and tapes of materials such as plastic, polymers, textiles and paper with a thin layer of adhesive in one or both surfaces. This helps them stick to the surfaces. These films are used in tapes, labels, graphic wraps, protective films, glazing, tinting, masking, insulating and specialty films, among others.
Adhesive films offer benefits such as lower material usage, easy usage and disposal, quick application and versatility according to the end-user utility. These advantages make adhesive films the material of choice over alternatives such as screw and clamps. Adhesive films have been adopted as preferred materials by a wide array of industries, including packaging, electronics, medical, automotive, construction, footwear, furniture, aerospace and several consumer goods, among others.
According to a report published in early 2015, the adhesive films market has been segmented based on the following technology types: pressure-sensitive, light-cured, hot-melt and others (including heat-cured, chemical-cured and self-cured).
Key players in this segment include 3M, HB Fuller, Henkel, Avery Dennison, BASF SE, Eastman Chemical and Ashland.
Pressure-sensitive adhesives market
According to a report published in September 2015, global pressure-sensitive adhesives market was valued at USD 5,962.7 million in 2014 and it is expected to reach USD 8,602.85 million by 2020, showing a compound annual growth rate of 6.3%.
Asia-Pacific continues to dominate the market with a market share of 56%, due to flourishing economic conditions, rise in GDP, and availability of optimum resources. North America and Europe are roughly equal in size, at 22% and 20% of the market, respectively. These regions are quite mature and exhibit corresponding competitive dynamics at a macro level.
Pressure-sensitive adhesive form bonds under applied pressure. Water or heat is not required to apply the adhesive. It occupies the largest market share in the adhesives business. It is either permanent or removable and can match with a variety of substrates. The key raw materials used in the manufacturing of pressure-sensitive adhesive are acrylics, silicone, and rubber. Other formulations include polyurethane, vinyl acetate, epoxy, SBS, etc.
Recently, the demand for water-based adhesives has increased substantially. Petroleum-based adhesives are 15%-20% costlier than petroleum-free adhesives. Therefore, they are witnessed to see a slow growth in the future due to rising environmental concerns and companies focusing on sustainable solutions. Therefore, in future, adhesives made from bio-based materials are going to be the key drivers for the pressure-sensitive adhesive market.
The AWA Pressure-sensitive Graphic Films Market 2016 is available to order online from AWA Alexander Watson Associates’'.