Will Soluble And Washable Labels Regain Market Favor? What Are The Reasons Behind It?

The concept of soluble and washable label removal is not unfamiliar. However, as more and more brands begin to choose more environmentally friendly packaging to win the favor of environmentally conscious consumers, such labels are receiving renewed market attention. In this article, let's take a look at the current development status, driving factors, and development trends of soluble and washable label removal technology.
01
What is a soluble label
Soluble labels are made of water-soluble paper and will completely disappear during cleaning. This feature makes it an ideal choice for reusable containers, food storage, and certain recycling applications.
Traditional labels often leave adhesive stains or stubborn fiber residues during the cleaning or recycling process, which can interfere with the cleaning or recycling process. And the soluble label will completely disappear, and because there is no exposed adhesive to attach dust or particles, it reduces pollution and makes material recycling easier.
02
Reasons for the rapid development of soluble and washable labels for removal
In recent years, the continuous development of soluble and washable removal labels is due to a series of laws and regulations driving continuous changes in the complete ecosystem composed of producers and consumers.
On the production side, brands are increasingly concerned about how label selection reflects their environmental commitment. Many brand owners believe that soluble or washable removal labels are a practical way to connect with environmentally conscious consumers who prefer products with less impact on the environment. At the same time, manufacturers are facing increasing environmental pressures and need to achieve their sustainable development goals, such as improving the reusability of labels, increasing the use of post consumer recycled materials, and reducing waste generation.
On the consumer side, environmentally conscious consumers have also contributed to the reuse and recycling system, but when the labels are difficult to remove, this process can be troublesome for consumers. Sticky residue or torn marks can make the container look dirty, causing people to be unwilling to reuse these containers at home or return them to participate in the deposit refund program.
This issue is more severe during the recycling process. The Plastic Recyclers Association (APR) has confirmed that adhesives and substrates directly affect the quality of recycled PET. Containers with non removable labels can contaminate the entire batch of recycled materials, reduce recycling rates, and lower the quality of post consumer recycled materials.
Both producers and consumers are interested in promoting sustainable recycling, but are hindered by poor label design, which has become a major obstacle to participating in the circular economy.

03Application status of soluble and washable labels for removal
At present, brand companies such as Heineken and fever tree have adopted flushing technology, which is specifically developed for professional cleaning facilities and can quickly separate labels without residue. Assuming that during the alkaline cleaning process, the adhesive can completely detach the label instead of dispersing it into countless fragments, this would be a major improvement for PET recyclers, ensuring that PET sheets are not contaminated.
In addition, new developments in the field of plastics have made the application of washable removable labels no longer limited to PET bottles and high-density polyethylene (HDPE) containers widely used in packaging. Some adhesives can even be removed during colder cleaning cycles, providing greater flexibility for recyclers. This means that more types of materials can be properly recycled without compromising the quality of the recycled materials.
The "Recyclable Design" certification program of the American Plastic Recyclers Association (APR) has confirmed that these solutions also help prevent issues such as discoloration, turbidity, or adhesive leakage. And these problems have long existed in North American processing systems, reducing the quality of recycled materials. These advancements directly improve the quality of recycled content by supporting clean separation and maintaining transparency.
04
Industry drivers, regulations, and market demand
Currently, with the accelerated implementation of Extended Producer Responsibility (EPR) policies in Europe and increasingly strict packaging regulations in North America, the industry is undergoing rapid transformation, and brand owners are facing unprecedented packaging compliance pressure. For example, the SB 343 and SB 54 regulations in California, USA, clearly define that recyclability standards should refer to APR guidance documents. Packaging materials that do not meet the standards may not only be labeled, but may also face additional costs and market restrictions. In addition, the Ellen MacArthur Foundation's Plastic Convention Network also requires packaging materials to be 100% reusable, recyclable, or compostable by 2025.
The introduction of this series of regulations has established clear rules for the packaging and labeling industry. It specifies which types of plastics must be gradually phased out, while requiring brands to achieve highly challenging recycling and composting goals. In fact, this means that companies must redesign their packaging. They should avoid using problematic materials, ensure that at least half of the plastic packaging is recyclable or compostable, and explore alternative solutions such as bio based plastics.

The decisions made during the design phase determine whether the label can maintain feasibility in the recycling system. True sustainable development requires balancing the "3P" principles of people, planet, and profit, with a deep understanding that environmental and economic factors are equally important. Companies that fail to keep up with the pace will face regulatory penalties and increasing consumer pressure, especially now that nearly 80% of consumers are willing to pay higher prices for sustainably produced products.
In addition, market competition is also a major driving force. Coca Cola is conducting an experiment on its Sprite product, which involves using laser engraving technology to replace traditional plastic labels. This makes the recycling process easier as there is no need to remove the labels.
05
Challenges faced by label printing companies and suppliers
Nowadays, recyclable packaging is being vigorously promoted, which is both exciting and unsettling for the industry. This transformation is just one of the many innovative ideas emerging today. For label printing companies, the growth of certified washable materials has changed the specification and execution of projects. Suppliers are currently forming differentiated advantages through certification combinations, such as the American Plastic Recyclers Association (APR), RecyClass, Dutch Packaging Research Institute (KIDV), and Cyclos HTP evaluations, which have become industry benchmarks. When providing advice to brand customers, printers must evaluate inventory availability, printing equipment compatibility, and price consistency.
For device manufacturers and technology providers, it is crucial to ensure that easily removable labels are still compatible with standard thermal printers and barcodes. These emerging solutions have now proven to meet strict healthcare, food service, and manufacturing requirements without sacrificing performance.
06
Sustainable label development prospects

The adoption of washable technology marks a broader transformation in the industry. Nowadays, the evaluation criteria for labels are no longer limited to printing quality and brand influence, and their role in maintaining a closed-loop recycling system is also highly valued. With the continuous improvement of the certification system and the gradual narrowing of the cost gap, the obstacles to the promotion of washable technology are decreasing day by day.
For industry practitioners, the future development direction is already very clear. The future oriented product portfolio will prioritize providing washable certification solutions for polyethylene terephthalate (PET) and high-density polyethylene (HDPE) materials, ensuring compatibility with existing printing infrastructure and preparing for the upcoming compliance deadline. Ironically, the "disappearance" of labels, which means that labels can be cleanly detached, actually strengthens the position of label manufacturers. In the process of ensuring packaging recyclability and system operational efficiency, the expertise of label manufacturers has become increasingly important.