Creative technology studio Appetite Creative, in partnership with Domino Printing Sciences, has released results from its third annual connected packaging industry survey.
The research found that 82% of those surveyed have used connected packaging over the past 12 months, compared to more than four-fifths (81%) from the survey released in 2023 and more than half (54%) in 2022.
What can connected packaging do for companies?
Connected packaging was considered important by responders to inform product and marketing decisions (16%), alongside direct interaction with customers (15%), data collection (15%) and educating customers (13%).
An example is Appetite Creative’s collaboration with Tetra Pak in late 2023. It built smart packaging for drinks brand Rauch to offer a web app-based experience leveraged via an on-pack QR code.
Only 11% of responders regarded connected packaging as an environmentally friendly way to connect with and educate customers on sustainability.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataSee Also:
But more than three quarters (78%) agreed that connected packaging helps improve the sustainability credentials of a company – although this figure is a year-on-year reduction, down from 91% in 2023 and 80% in 2022.
Connected packaging in 2024
A large majority (88%) of companies claim to be planning a connected packaging campaign in 2024. 80% of respondents believe that connected packaging will be increasingly important to the packaging industry in the next 12 months and beyond, a drop of 12% points year-on-year from 92%.
Connected packaging is deemed increasingly important by respondents to provide access to valuable data and insights (11%), encourage customer loyalty (10%), offer an environmentally sustainable way to connect with and educate customers (10%), communicate directly with customers (10%) and utilise gamification to engage with younger audiences (10%).
This is alongside sharing product and recycling information (8%) and legislation changes (8%) which are likely to impact the packaging industry in 2024.
Appetite Creative managing director Jenny Stanley commented: “We’re seeing an overall desire to increase investment in digital advertising this year and a stable industry investment in connected packaging.”
Domino director of global strategic sectors Craig Stobie added: “Customers are increasingly interested in the uses and benefits of deploying connected experiences via packaging, especially across the circular economy. Demand is likely to rise with more packaging legislation expected.”
