Survey: 8 Out of 10 Shoppers Struggle With Stubborn Labels
A recent survey by Avery Dennison reports most shoppers have had challenges with removable labels on various retail products that provide price and/or product information.
In February, global market and opinion research specialist Ipsos fielded questions on behalf of Avery Dennison in its daily eNation Omnibus to 1,000 adults across the United States. A total of 819 participants qualified to answer these questions.
The survey found that 81 percent of shoppers have experienced difficulty when removing a label; 72 percent had a hard time removing a label from a kitchen item; 53 percent said labels left a sticky residue on a product; and 82 percent felt frustration when removing a label from a product.
“It seems that many people have had a bad experience with a removable label,” says Agata Kowalska, associate product manager at Avery Dennison. “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.”
Company officials say Avery Dennison’s Select Solutions Removables Portfolio can help label converters and the brand owners they serve to avoid negative consequences. The portfolio includes a core of general purpose removable adhesives. Paired with film and paper facestocks, they are engineered to work across a variety of substrates and environmental conditions. The portfolio also includes a range of removable adhesives for specialized or unique applications.
“Our goal is to help converters make the right choices for removable labels and assist them in creating better consumer experiences for their customers,” Kowalska says. “As the survey demonstrates, the label might seem a small part of the product, but it can have a significant impact on consumer experience.”