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Company > Avery Dennison Corp: Business Model, SWOT Analysis, and Competitors 2023

Avery Dennison Corp: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 07, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Avery Dennison Corp, a global leader in labeling and packaging materials and solutions. By understanding the key elements that drive Avery Dennison's success, analyzing its strengths, weaknesses, opportunities, and threats, and exploring its competitive landscape, we aim to provide valuable insights into the company's position in the market and its potential for growth in the year 2023.

    What You Will Learn:

    • Who owns Avery Dennison Corp and the significance of their ownership in relation to the company's success and future direction.
    • The mission statement of Avery Dennison Corp and how it guides the company's strategic decisions and overall purpose.
    • The various revenue streams and business strategies that Avery Dennison Corp employs to generate income and maintain profitability.
    • An in-depth understanding of Avery Dennison Corp's business model canvas, including its key components and how they contribute to the company's competitive advantage.
    • An overview of the major competitors of Avery Dennison Corp and their impact on the company's market position and growth opportunities.
    • A comprehensive SWOT analysis of Avery Dennison Corp, evaluating its strengths, weaknesses, opportunities, and threats in the industry, enabling a better understanding of the company's current and future prospects.

    Who owns Avery Dennison Corp?

    Major Shareholders of Avery Dennison Corp

    Avery Dennison Corp, a global leader in labeling and packaging materials, has a diverse ownership structure. The ownership of the company is distributed among various institutional and individual shareholders. Let's take a closer look at some of the major shareholders of Avery Dennison Corp.

    Institutional Shareholders

    Institutional investors play a significant role in the ownership of Avery Dennison Corp. These investors are typically large financial institutions, such as mutual funds, pension funds, and investment firms. As of the latest available data, some of the notable institutional shareholders of Avery Dennison Corp include:

    1. The Vanguard Group: The Vanguard Group, one of the world's largest investment management companies, holds a substantial stake in Avery Dennison Corp. Their ownership represents the confidence placed by institutional investors in the company's long-term growth prospects.

    2. BlackRock: Another major institutional shareholder of Avery Dennison Corp is BlackRock, a leading global investment management corporation. BlackRock's significant ownership in the company signifies their belief in Avery Dennison's business strategy and potential for generating returns.

    3. State Street Corporation: State Street Corporation, a prominent financial services company, also holds a notable stake in Avery Dennison Corp. As a custodian bank and asset management firm, State Street's ownership reflects the trust placed by institutional investors in the company's performance.

    Individual Shareholders

    Apart from institutional investors, Avery Dennison Corp also has individual shareholders who hold shares directly in the company. These individual shareholders can include company executives, employees, and individual investors. While their ownership might be comparatively smaller in terms of percentage, their collective impact cannot be overlooked.

    Employee Stock Ownership Plans (ESOPs)

    Avery Dennison Corp also demonstrates a commitment to its employees through Employee Stock Ownership Plans (ESOPs). These plans allow eligible employees to acquire shares of the company, thereby making them partial owners. ESOPs are designed to align the interests of employees with those of shareholders, fostering a sense of ownership and motivation within the company.


    In conclusion, Avery Dennison Corp has a diverse ownership structure, with institutional investors such as The Vanguard Group, BlackRock, and State Street Corporation holding significant stakes. Additionally, individual shareholders, including employees, contribute to the ownership of the company. This diverse ownership reflects the confidence and belief of both institutional and individual shareholders in Avery Dennison Corp's business strategy and potential for long-term growth.

    What is the mission statement of Avery Dennison Corp?

    The Mission Statement of Avery Dennison Corp: Empowering Brands and Retailers with Intelligent Solutions

    Avery Dennison Corp, a global materials science and manufacturing company, has a clear and compelling mission statement that reflects its commitment to empowering brands and retailers with intelligent solutions. At the core of Avery Dennison's mission is the desire to help businesses enhance their brand identity, improve operational efficiency, and drive growth through innovative and sustainable solutions.

    Enhancing Brand Identity

    One of the primary objectives of Avery Dennison Corp is to help brands create a strong and distinctive identity in a competitive marketplace. The company understands that a brand's image is crucial in attracting and engaging customers, and therefore, it aims to provide solutions that enable brands to stand out from the crowd. From high-quality and visually appealing labels and packaging materials to advanced branding technologies, Avery Dennison empowers brands to communicate their unique story and values effectively.

    Improving Operational Efficiency

    Avery Dennison recognizes the significance of operational efficiency for businesses across industries. By offering intelligent solutions, the company helps brands and retailers streamline their operations, reduce waste, and optimize their supply chains. Whether it's through RFID technology for inventory management or labeling solutions that enhance traceability, Avery Dennison enables businesses to operate more efficiently, resulting in cost savings and improved customer satisfaction.

    Driving Growth and Sustainability

    In an ever-evolving business landscape, Avery Dennison Corp understands the importance of driving growth while prioritizing sustainability. The company is committed to developing and providing solutions that not only enable business growth but also minimize environmental impact. By incorporating sustainable materials, promoting recycling initiatives, and reducing carbon emissions, Avery Dennison helps brands and retailers align their growth objectives with environmental responsibility.


    Avery Dennison Corp's mission statement encapsulates its dedication to empowering brands and retailers in their pursuit of success. By focusing on enhancing brand identity, improving operational efficiency, and driving growth through sustainable practices, the company demonstrates its commitment to being a valuable partner for businesses worldwide. With a relentless pursuit of innovation and a customer-centric approach, Avery Dennison continues to deliver intelligent solutions that meet the evolving needs of its clients and contribute to a more sustainable future.

    How does Avery Dennison Corp make money?

    Manufacturing and Selling Labels and Packaging Materials

    One of the primary ways Avery Dennison Corp generates revenue is through manufacturing and selling labels and packaging materials. As a global leader in the industry, the company offers a wide range of products, including adhesive labels, graphics films, and RFID tags, to various sectors such as retail, healthcare, automotive, and more.

    Avery Dennison's labels and packaging materials are designed to provide functional and aesthetic solutions for businesses. These products are essential for product identification, branding, and information communication. With a diverse portfolio of offerings, the company caters to the unique requirements of its customers, ensuring their products stand out in the market.

    Providing Specialty Materials and Solutions

    Another significant source of revenue for Avery Dennison Corp is the provision of specialty materials and solutions. The company develops innovative products that address specific industry needs and challenges. These materials are often technologically advanced and offer enhanced functionalities.

    For instance, Avery Dennison manufactures specialty tapes that are used in various applications, such as automotive assembly, electrical insulation, and medical devices. These tapes are engineered to provide high performance under extreme conditions, ensuring durability and reliability.

    Additionally, the company offers solutions like RFID technology, which enables real-time tracking and inventory management for businesses. This technology has gained significant traction in sectors like retail, where efficient inventory management is crucial for streamlining operations and improving customer experiences.

    Offering Branding and Graphic Solutions

    Avery Dennison Corp generates revenue through its branding and graphic solutions segment. This division focuses on providing businesses with creative and effective ways to enhance their brand identity, product packaging, and promotional materials. These solutions include graphics films, window films, and architectural signage.

    By collaborating with brand owners and marketing agencies, Avery Dennison helps create visually appealing and impactful designs that resonate with consumers. The company's graphics films are widely used for vehicle wraps, outdoor advertising, and point-of-sale displays, enabling businesses to differentiate themselves and capture attention in a competitive marketplace.

    Providing Industrial and Healthcare Materials

    Moreover, Avery Dennison Corp generates revenue by providing industrial and healthcare materials. The company offers a range of products specifically designed for industrial applications, such as tapes, adhesives, and reflective materials. These materials are utilized in sectors like construction, transportation, and manufacturing, where reliable and durable solutions are essential.

    In the healthcare sector, Avery Dennison provides medical tapes, dressings, and other advanced materials that are crucial for wound care, patient monitoring, and surgical applications. These products undergo rigorous testing and adhere to regulatory standards to ensure patient safety and efficacy.


    In conclusion, Avery Dennison Corp makes money through various channels, including manufacturing and selling labels and packaging materials, providing specialty materials and solutions, offering branding and graphic solutions, and supplying industrial and healthcare materials. With a strong focus on innovation and customer-centricity, the company continues to thrive in the dynamic market, catering to the evolving needs of businesses across industries.

    Avery Dennison Corp Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps organizations define and understand the various components of their business model. Developed by Alexander Osterwalder and Yves Pigneur, the canvas provides a visual representation of how a company creates, delivers, and captures value.

    Introduction to Avery Dennison Corp

    Avery Dennison Corp is a global materials science company specializing in the design and manufacturing of labeling and packaging materials, adhesive solutions, and retail branding solutions. With over 80 years of experience, Avery Dennison has established itself as a leader in the industry, serving customers in more than 50 countries worldwide.

    Key Elements of Avery Dennison's Business Model Canvas

    1. Customer Segments: Avery Dennison serves various customer segments, including retail brands, manufacturers, and consumers. Their products cater to a wide range of industries such as apparel, automotive, healthcare, and more.

    2. Value Proposition: Avery Dennison differentiates itself by offering innovative and sustainable solutions that enhance brand visibility, improve operational efficiency, and ensure product integrity. Their value proposition lies in providing high-quality products and services that meet the specific needs of their customers.

    3. Channels: The company utilizes a multi-channel approach to distribute its products. Avery Dennison maintains a strong network of distributors and partners globally, ensuring easy accessibility and prompt delivery of their solutions.

    4. Customer Relationships: Avery Dennison prioritizes building long-term relationships with its customers. They provide personalized support, technical assistance, and after-sales services to ensure customer satisfaction and loyalty.

    5. Revenue Streams: The company generates revenue through the sale of its products, including labels, tapes, adhesives, and branding solutions. Additionally, they offer value-added services such as design consultation and product customization, contributing to their overall revenue streams.

    6. Key Activities: Avery Dennison's key activities revolve around research and development, product design, manufacturing, and supply chain management. They continuously invest in innovation and technology to stay ahead of market trends and meet evolving customer demands.

    7. Key Resources: The company's key resources include its manufacturing facilities, research and development capabilities, intellectual property, and a skilled workforce. These resources enable Avery Dennison to develop and deliver high-quality products and solutions.

    8. Key Partnerships: Avery Dennison collaborates with various partners to expand its product offerings, reach new markets, and enhance its capabilities. Strategic partnerships with retailers, manufacturers, and technology providers help them stay competitive and deliver comprehensive solutions to their customers.

    9. Cost Structure: Avery Dennison's cost structure includes expenses related to manufacturing, research and development, marketing and sales, distribution, and overhead costs. By optimizing their operations and supply chain, they aim to achieve cost efficiencies and maintain profitability.


    The Business Model Canvas provides a holistic view of Avery Dennison Corp's business model, highlighting the key elements that contribute to its success. By understanding and leveraging these components, the company continues to innovate and deliver value to its customers while driving growth and profitability in a competitive market.

    Which companies are the competitors of Avery Dennison Corp?


    Avery Dennison Corp is a global leader in labeling and packaging materials, retail branding, and specialty tapes. They operate in various industries, including apparel, automotive, healthcare, and retail. As a prominent player in these markets, Avery Dennison faces competition from several other companies that offer similar products and services. In this section, we will explore some of the key competitors of Avery Dennison Corp and how they compare in terms of market presence, product offerings, and reputation.

    Competitor 1: 3M Company

    3M Company, also known as the Minnesota Mining and Manufacturing Company, is a diversified multinational conglomerate operating in multiple industries, including industrial, healthcare, consumer, and safety. With a strong presence in the labeling and packaging industry, 3M competes directly with Avery Dennison Corp. They offer a wide range of adhesive tapes, labeling solutions, and packaging materials, catering to various sectors. 3M is known for its innovative product development and extensive distribution network, making them a formidable competitor for Avery Dennison.

    Competitor 2: CCL Industries Inc.

    CCL Industries Inc. is a specialty packaging and labeling solutions provider, serving diverse industries such as consumer goods, healthcare, and automotive. With a global footprint spanning over 40 countries, CCL Industries competes directly with Avery Dennison Corp's packaging and labeling division. They offer a comprehensive range of products, including pressure-sensitive labels, shrink sleeves, and flexible packaging solutions. CCL Industries is recognized for its expertise in customization and its ability to deliver tailored solutions to meet specific customer requirements.

    Competitor 3: UPM-Kymmene Corporation

    UPM-Kymmene Corporation, based in Finland, is a leading global company in the forest industry. While they operate in multiple sectors, UPM-Kymmene is a significant competitor for Avery Dennison Corp in the labeling and packaging materials market. They offer a wide range of sustainable label materials, including self-adhesive papers and films, suitable for various applications. UPM-Kymmene's commitment to environmental sustainability and their strong focus on innovation make them a notable rival to Avery Dennison Corp.

    Competitor 4: Brady Corporation

    Brady Corporation is a global provider of identification solutions, offering a diverse range of products, including labels, signs, safety devices, and software. While they may not directly compete with Avery Dennison in all product categories, Brady Corporation is a significant player in the labeling and identification industry, making them a noteworthy competitor. They cater to various sectors, including industrial, electrical, and laboratory, and are known for their reliable and durable identification solutions.


    Avery Dennison Corp faces competition from various companies operating in the labeling and packaging materials industry. Competitors such as 3M Company, CCL Industries Inc., UPM-Kymmene Corporation, and Brady Corporation offer similar products and services, challenging Avery Dennison's market position. These competitors are known for their innovation, extensive product portfolios, and global presence, making the industry highly competitive. As Avery Dennison continues to expand its offerings and explore new markets, it will need to stay vigilant and adapt to the ever-evolving landscape to maintain its competitive edge.

    Avery Dennison Corp SWOT Analysis


    1. Established Brand: Avery Dennison Corp has a strong reputation and brand recognition in the industry. The company has been operating for over 80 years, providing high-quality products and services to its customers.

    2. Diverse Product Portfolio: Avery Dennison Corp offers a wide range of products, including labels, packaging materials, and adhesive solutions. This diversification allows the company to serve various industries and cater to different customer needs.

    3. Innovation: The company is known for its continuous investment in research and development. Avery Dennison Corp strives to develop innovative products and solutions that help its customers enhance their brand identity, improve efficiency, and reduce environmental impact.

    4. Global Presence: Avery Dennison Corp operates in more than 50 countries worldwide. Its extensive global footprint enables the company to reach a large customer base and tap into new markets.


    1. Dependency on Retail and Apparel Industry: Avery Dennison Corp heavily relies on the retail and apparel industry for a significant portion of its revenue. Any downturn or disruption in this sector could have a negative impact on the company's financial performance.

    2. Vulnerability to Raw Material Price Fluctuations: The company's profitability is susceptible to fluctuations in the prices of raw materials, such as paper, adhesives, and polymers. Sudden price increases can put pressure on the company's margins if it cannot pass on the costs to its customers.

    3. Limited Manufacturing Capacities: Avery Dennison Corp may face challenges in meeting increased demand due to its limited manufacturing capacities. This could potentially result in delayed delivery or loss of business to competitors with greater production capabilities.


    1. Growing E-commerce Market: The rapid growth of e-commerce presents a significant opportunity for Avery Dennison Corp. The company can provide packaging materials and labeling solutions that meet the unique requirements of online retailers, such as barcodes, QR codes, and tamper-evident labels.

    2. Sustainable Packaging Solutions: With increasing consumer awareness and demand for sustainable products, Avery Dennison Corp can capitalize on the opportunity to develop eco-friendly packaging materials. The company can leverage its expertise in materials science to create innovative and environmentally friendly solutions.

    3. Emerging Markets: Avery Dennison Corp can explore and expand its presence in emerging markets, such as Asia-Pacific and Latin America. These regions offer untapped potential and growing consumer markets, allowing the company to diversify its revenue streams.


    1. Intense Competition: The labeling and packaging industry is highly competitive, with numerous local and global players. Avery Dennison Corp faces the risk of losing market share to competitors that offer similar products at lower prices or with better features.

    2. Technological Disruption: Rapid advancements in technology can disrupt the industry and render certain products or solutions obsolete. Avery Dennison Corp needs to stay up-to-date with emerging technologies, such as digital printing and smart packaging, to remain competitive.

    3. Economic Uncertainty: Fluctuations in the global economy can impact consumer spending and overall demand for labeling and packaging products. Economic downturns or recessions may lead to reduced orders from customers, affecting Avery Dennison Corp's revenue and profitability.

    Key Takeaways

    • Avery Dennison Corp is a publicly traded company, meaning it is owned by its shareholders.
    • The mission statement of Avery Dennison Corp is to "empower brands and businesses to elevate their performance and realize their full potential."
    • Avery Dennison Corp makes money primarily through its three business segments: Label and Graphic Materials, Retail Branding and Information Solutions, and Industrial and Healthcare Materials.
    • The Business Model Canvas of Avery Dennison Corp illustrates the key components of its business, including its value proposition, customer segments, revenue streams, and key activities.
    • Competitors of Avery Dennison Corp include companies such as 3M, CCL Industries, and UPM-Kymmene Corporation.
    • In a SWOT analysis, Avery Dennison Corp's strengths include its global presence and diversified product portfolio, while its weaknesses may include dependence on a few major customers. Opportunities for the company include expanding into emerging markets, while threats may include intense competition and market volatility.


    In conclusion, Avery Dennison Corp is a global company that specializes in labeling and packaging materials. The company is publicly traded and owned by various shareholders.

    The mission statement of Avery Dennison Corp is to make every brand more inspiring and the world more intelligent. They strive to achieve this by providing innovative solutions and products that enhance brand recognition and customer experience.

    Avery Dennison Corp generates its revenue through various channels. They primarily make money by selling labeling and packaging materials to businesses across different industries. Additionally, the company also offers other services, such as branding and graphic solutions, which contribute to their overall revenue.

    The Avery Dennison Corp Business Model Canvas gives us a comprehensive understanding of how the company operates. It highlights key aspects such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, and cost structure. This canvas helps analyze the company's overall business strategy and how it creates value for its stakeholders.

    Avery Dennison Corp faces competition from several companies in the labeling and packaging industry. Some of its main competitors include 3M Company, UPM-Kymmene Corporation, and CCL Industries Inc. These companies also offer similar products and services, which creates a competitive landscape for Avery Dennison Corp.

    Finally, conducting a SWOT analysis on Avery Dennison Corp provides insights into its strengths, weaknesses, opportunities, and threats. The company's strengths lie in its global presence, strong brand reputation, and innovative product offerings. However, it faces weaknesses in terms of dependence on a few key customers and vulnerability to economic fluctuations. Opportunities for Avery Dennison Corp include advancements in technology and emerging markets, while threats include intense competition and changing customer preferences.

    Overall, Avery Dennison Corp is a well-established company with a clear mission, a diverse revenue stream, and a strong position in the market. It continues to adapt and innovate in order to stay competitive in the ever-changing business landscape.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company Website: Check the official website of the company you are interested in. Some companies may provide their own SWOT analysis or similar strategic information in their investor relations section or annual reports.

    2. Business Databases: Access business databases such as Bloomberg, Hoovers, or MarketLine through your local library or educational institution. These databases often include SWOT analysis reports and other strategic information on various companies.

    3. Online Business Platforms: Websites like Reuters, Forbes, or Business Insider may publish SWOT analyses or similar strategic assessments of companies. Use the search function on these platforms, and you might find articles or reports that discuss the strengths, weaknesses, opportunities, and threats of a particular company.

    4. Industry Reports: Look for industry reports from market research firms like IBISWorld, Statista, or Frost & Sullivan. These reports often include SWOT analysis for major companies within the industry.

    5. Academic Journals: Explore scholarly databases like JSTOR or EBSCOhost, which contain academic journals from various fields. Search for articles that discuss the SWOT analysis of the company you are interested in. This source is particularly useful if you need more in-depth and research-based analyses.

    6. Professional Analyst Reports: Financial institutions and investment firms often release research reports that include SWOT analysis on companies. Check if there are any reports available from firms like Goldman Sachs, Morgan Stanley, or Credit Suisse. These reports may require subscription or payment.

    Remember that SWOT analyses can vary depending on the source and might not always be up-to-date. It is also valuable to compare multiple sources to obtain a comprehensive understanding of a company's strengths, weaknesses, opportunities, and threats.

    What are 3 examples of opportunities in SWOT analysis?

    1. Market expansion: By identifying potential new markets or untapped customer segments, an organization can explore opportunities for growth and expansion. For example, a technology company may identify an emerging market for smart home devices and decide to develop and market products specifically for that segment.

    2. Strategic partnerships: Collaboration with other organizations or forming strategic alliances can present opportunities for mutual growth and benefit. For instance, a fashion retailer may partner with a popular influencer to promote their brand and gain access to their large follower base.

    3. Technological advancements: Advances in technology can create opportunities for organizations to improve their processes, products, or services. For example, a healthcare provider may adopt telemedicine solutions to expand their reach and provide remote consultations to patients, thereby enhancing convenience and accessibility.

    What are the 4 areas of SWOT analysis?

    The four areas of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over others. It includes resources, capabilities, expertise, reputation, and any other positive aspect that sets the organization apart.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage. It includes limitations, deficiencies, areas where improvement is needed, and any other negative aspect that the organization needs to address.

    3. Opportunities: These are the external factors that can be advantageous to an organization. It includes market trends, emerging technologies, changes in customer preferences, new partnerships, or any other factor that can be leveraged for growth or improvement.

    4. Threats: These are the external factors that can pose challenges or risks to an organization. It includes competition, economic factors, regulatory changes, changing customer needs, or any other factor that can potentially harm the organization's performance or success.

    What is Avery Dennison growth strategy?

    Avery Dennison's growth strategy is focused on three key areas:

    1. Innovation and technology: The company aims to drive growth by continually developing and introducing new products and solutions that address evolving customer needs. Avery Dennison invests in research and development to stay at the forefront of technological advancements and leverage innovation to create differentiated offerings.

    2. Market expansion: Avery Dennison seeks to expand its presence in existing markets while also entering new geographic regions and industries. The company actively identifies growth opportunities, evaluates market potential, and expands its product offerings and capabilities to capture new market share.

    3. Sustainable solutions: Avery Dennison places a strong emphasis on sustainability as a growth driver. The company is committed to developing and providing sustainable solutions that help customers reduce their environmental impact. This includes offering eco-friendly materials, promoting recycling and waste reduction initiatives, and implementing energy-efficient manufacturing processes.

    Overall, Avery Dennison's growth strategy revolves around innovation, market expansion, and sustainability, enabling the company to continually evolve and meet the changing needs of its customers while driving long-term growth.

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