From March 19-21, 2025, AWA Alexander Watson Associates hosted its popular Global Release Liner Summit. The event, celebrating its 25th anniversary, welcomed more than 200 attendees to Chicago, IL, USA, to explore trends, the economy, data, and expectations for the future of the release liner market.
The event also featured several panel discussions, highlighting the value chain and liner recycling, young leadership and growing the workforce, and how leadership teams effectively manage their companies.
Corey Reardon, president and CEO, AWA, compared the global release industry over the past 25 years to illustrate the growth experienced in this market. In 2000, the world saw 23 billion square meters of release liner consumption. In 2024, that figure is measured at 61 billion square meters – representing a CAGR of 4.1%. In 2000, 55% of global release went toward labelstock. In 2024, the figure is 47%. However, the market is much more segmented than it was more than 20 years ago.
“The label market still represents the largest volume segment across the whole release liner industry,” remarked Reardon. “The market is much more sub-segmented today, with glassine/SCK paper representing 35% of labelstock liner.”
In 2024, 43% of release liner is produced in the Asia-Pacific region. Meanwhile, North America and Europe accounted for 26% and 25%, respectively.
“In addition to continuous growth in North America and Europe, we’ve seen the most dramatic growth of release liners in Asia-Pacific,” noted Reardon. “We still expect the growth to be there but at a decelerating rate.”
The Global Release Liner Summit also addressed other key trends, including economic. “Trade and tariffs are important issues today driving a lot of uncertainty and chaos, as well as expectations of the market moving forward,” said Reardon. “At the same time, sustainability and innovation represent headwinds that will either directly or indirectly impact the release liner market over the next few years.”
Meanwhile, linerless labels represent 6% of the total pressure sensitive market, growing at high single-digit levels. However, there are some barriers to entry, mainly dealing with the equipment rather than the liner itself. The main growth category is VI.
“Linerless has been around for 30 years, and it’ll continue to be around and find its application niche,” said Reardon. “I don’t see it being a disruptive technology in the sense that it will replace linered product, though. It’s growing but not a significant rate.”
The Global Release Liner Summit featured a diverse group of sponsors, including Avery Dennison, Elkem, Mitsubishi Chemical Group, Mondi, Sappi, StarKraft, UPM Specialty Papers, Wacker, and more.
“These companies are all leaders in their respective parts of the value chain in the release liner industry,” stated Reardon.” They’re all here supporting this event with the objective to share information and network to provide growth for the entire industry.”
Flexcon’s Aimee Peacock also served as the keynote speaker of the event, where she focused on sustainability and collaboration. Flexcon recently celebrated its 50th anniversary in Europe.
“I think each company represented here at this event has resources focused on sustainability,” stated Peacock. “This is no longer optional. We need to work on partnerships and share experiences to drive progress in the industry.”
Flexcon has established numerous social, circularity, and sustainability goals for 2028. By 2028, 50% of all products manufactured by Flexcon will be EcoFocus sustainable solutions, and the goal is for 25% of all products manufactured to improve people’s lives. Plus, Flexcon wants to divert 90% of waste away from the landfill by 2028. In order to accomplish these goals, collaboration and partnerships will be instrumental in advancing the industry forward.
“We most heavily rely on our suppliers,” noted Peacock. “We cannot accomplish our goals without all of our partners. We need help in the value chain to meet these goals. We need to identify and qualify alternatives that have short- and long-term impacts.
“Sustainability is no longer a differentiator, it’s essential for the future of our industry,” added Peacock. “Collaboration is key, from suppliers and manufacturers to retailers and consumers. Achieving sustainability goals demand cooperation throughout the industry. We need alignment throughout the value chain. We all have the ability to qualify and offer materials with added elements of sustainability. Every component matters.”
The economy was a strong focal point, as well. In addition to data supplied by AWA, John Sassaris of Fifth Third Commercial Bank detailed tariffs, inflation, and rates impacting manufacturing.
“Tariffs are what we talk about most with our clients,” said Sassaris. “We find ourselves with an executive branch that does not follow the rules and is disjointed. The advice I walk away with is watch the next few appointments, because a lot will change rapidly. My hope is this is a negotiating ploy to recast trade agreements. Most of our clients think we cannot make long-term decisions because the rules aren’t set.
In the future, Sassaris sees artificial intelligence playing a big role in manufacturing. “AI is a huge investment for us,” he said. “We’re bringing on more data scientists than any other position.”
