The Key Label Trends Redefining Pharma in 2025

The future of labelling lies not just in individual technological advancements, but in the ability to integrate these innovations into efficient, scalable production processes
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By Simon Halsey, Product Development Manager at MM Packaging Pharma & Healthcare

The labelling industry continues to evolve across all sectors, but this is perhaps most evident in pharmaceutical applications.

Driven by stringent regulatory requirements and complex production demands, pharmaceutical labelling serves as an indicator for wider industry development. With the European Union’s Falsified Medicines Directive (FMD) and the U.S. Drug Supply Chain Security Act (DSCSA) setting new standards for traceability and security, pharma-specific label suppliers are developing solutions today that could shape tomorrow’s wider label industry movement.

Integration Challenges Driving Innovation

The complexity of modern pharmaceutical labels presents unique production challenges. Smart labels incorporating NFC (Near-Field Communication) and RFID (Radio Frequency Identification) technology are seeing rapid adoption as pharmaceutical companies seek to improve patient outcomes. These technologies enable crucial information to be instantly accessible to patients through their smartphones – significant given that over 85%[1] of today’s smartphones can read NFC tags. From detailed dosage instructions to video demonstrations of proper medication use, smart labels support patients managing multiple medications or complex treatment regimens with automated reminders and usage tracking, helping to prevent missed doses and improve treatment adherence.

The technology also enables healthcare providers to enhance their supply chain monitoring capabilities. For temperature-sensitive medications, such as cold chain drug products, integrated sensors can verify that storage conditions have been maintained, ensuring product efficacy and patient safety. However, these smart label constructions require precise inlay placement and specialised inlay protection during the conversion processes, which is where specialist expertise becomes essential. The technical demands are advancing multi-layer construction techniques and driving development of novel pressure-sensitive adhesives that maintain fit-for-purpose functionality without compromising potentially sensitive electronic components. The integration of these components must be achieved without compromising line efficiency – particularly challenging when combining electronic components with traditional converting processes.

Security Feature Optimization

According to the European Intellectual Property Office (EUIPO), counterfeit medicines cost the pharmaceutical industry £10.2 billion annually, so it’s no surprise that anti-counterfeit security technology remains high on the agenda. The response from the pharma market has been increasingly sophisticated authentication technologies.

Modern pharmaceutical labels often layer multiple security features – from advanced Micro-Optic elements that offer highly secure yet intuitive, at-a-glance authenticity validation, to covert features requiring inspection or detection tools, and tamper-evident materials. The challenge lies in maintaining the integrity of each security element while ensuring they can be applied at commercial speed on our customers’ production lines, which is why teams like ours focus on the latest production technologies. Developments in digital based authentication technologies continue to evolve and at MM Packaging we carefully monitor & review these targeting the optimal offerings for adoption within our Security & Anti-Counterfeit Technology portfolio.

Sustainability in Focus

Now more than ever, environmental considerations are driving innovation in substrate development. While the pharma market has been slower to embrace sustainability than the FMCG sector, there are big changes on the horizon. In addition to growing demand for reduced plastic or plastic alternatives in pharma label design, key innovations include exciting translucent cellulose materials, temperature-activated wash-off adhesives that maintain performance while enhancing recyclability, and alternative fossil fuel face materials that match performance of their fossil fuel-based counterparts. An innovative example is the Paper Tamper Evident labels from MM Pharma & Healthcare, providing combined features of tamper-evidence & maintaining visibility of the pack design, while limiting plastic consumption, aligning with patient protection and sustainability goals.

The sustainability focus extends to production processes, where new approaches to waste reduction and energy efficiency are being pioneered. Digital printing technologies, particularly UV inkjet systems with automated quality control, are enabling more efficient production of small batches, critical for clinical trials and personalised medicines, while reducing the potential for material waste.

Supply Chain Evolution

Looking ahead, we see the combination of these trends creating new operational standards, particularly in areas such as anti-counterfeit solutions. According to The Brainy Insights, the anti-counterfeit packaging market is growing at 13.15% CAGR, projected to reach USD 124.5 billion by 2033. This growth is driving demand for integrated solutions that combine multiple technologies while maintaining production efficiency.

The challenge of managing increasingly complex specifications across global supply chains is leading to new approaches in production planning and quality control. Digital workflows, for example, are becoming essential, enabling real-time tracking of specifications and automated verification of security features. Recent evidence from EUROPOL’s Operation Shield IV, which seized €64 million of counterfeit pharmaceuticals in 2023, underscores the importance of robust supply chain security.

The scale of these challenges is becoming more evident as the online channel continues to grow, as research from the European Alliance for Access to Safe Medicines (EAASM) indicates 62% of online prescription medicines may be counterfeit or substandard. This is driving innovation in track-and-trace solutions and patient authentication systems.

Success in this evolving landscape requires deep understanding of both technical capabilities and operational realities. As these innovations prove their value in pharmaceutical applications, we expect to see their adoption accelerate across other sectors where security, sustainability, and supply chain visibility are growing priorities.

The future of labelling lies not just in individual technological advancements, but in the ability to integrate these innovations into efficient, scalable production processes. The lessons learned from pharmaceutical applications today will likely shape the wider industry’s direction tomorrow.

About the Author

Simon Halsey is the Product Development Manager at MM Packaging Pharma & Healthcare. MM Pharma & Healthcare Packaging is a leading global producer of secondary packaging solutions for the pharmaceutical and healthcare sectors. The company operates more than 25 dedicated production sites across 11 countries, allowing it to combine global capabilities with local expertise. Visit https://mm.group/packaging/markets/pharma-packaging/

[1] https://www.idtechex.com/en/research-report/near-field-communication-nfc-2014-2024/363