Markets and Events

Market survey – Removable labels are often anything but removable

A sample application of removable labels (Source: Avery Dennison)

USA • A recent survey by Avery Dennison Label and Packaging Materials, North America, reveals that most shoppers have had challenges with the removable labels that provide price and/or product information that are found on a wide variety of retail products.

This difficulty can create negative association with the product and brand. Such frustrations may be avoided – and consumer satisfaction enhanced – through label converters helping brand owners choose label constructions that may be

removed easily by the retail customer. In February 2017, global market and opinion research company Ipsos fielded questions on behalf of Avery Dennison to 1000 adults across the US, with a total of 819 participants willing to answer.


Among the findings:


81% of shoppers have experienced difficulty when removing a label.

72% had a hard time removing a label from a kitchen item.

53% said labels left a sticky residue on a product.

82% felt frustration when removing a label from a product.

Armin Karl Geiger

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