To print labels, your choice for sticker paper will depend on your needs. Matte sticker paper is more readable and write-able. While glossy sticker paper adds contrast to the print's colors.
If your product container is made of a reflective surface, a glossy sticker paper will complement it. Glossy sticker paper also adds elegance to non-reflective surfaces.
But if you want your product to have a more natural look, matte sticker paper is recommended to print labels. If the labels needs to be written upon, matte sticker paper also has a non-slippery surface unlike glossy sticker paper.