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We report regularly on companies employing connected packaging. In fact, Packaging Strategies<\/em> recently ran a feature story on Pentaward winners recognized for their clever use of connected packaging. That story can be found here<\/strong><\/a>.<\/p>\n So we were understandably intrigued when Appetite Creative announced the results of its Global Connected Packaging Survey 2025. The fourth annual survey was conducted in partnership with Polytag and Digimarc<\/strong><\/a>.<\/p>\n The research reveals a transformative year for the industry, with 88.8% of those surveyed stating that connected packaging will be increasingly important to the packaging industry in the next 12 months and beyond.<\/p>\n Over two-thirds (66.7%) stated that connected packaging encourages customer loyalty through personalization, and 59.1% find that it facilitates direct customer communication. Half claim it provides actionable data for marketing and product decisions (50.6%), with gamification proving valuable for engaging with younger audiences (50%). Of the companies surveyed, 72.6% are currently using connected packaging, which is a drop year on year from 82% in 2024.<\/p>\n The landscape of connected packaging has undergone significant transformation, with a notable shift from single-technology to multi-technology approaches. QR codes<\/strong><\/a> combined with NFC technology have emerged as the leading implementation method (42.4%), with individual use of QR codes (32.1%) and NFC tags (22.1%) close behind. Also, 66.1% of respondents show increasing interest in serialized QR codes \u2013 up from 64.6% in 2024 \u2013 indicating growing sophistication in deployment strategies.<\/p>\n The research shows that 76.7% of respondents are planning connected packaging campaigns this year, compared to 88% in 2024, indicating a more focused and strategic approach to implementation.<\/p>\n As for budgets dedicated to connected packaging campaigns, the survey found that 21% of companies plan to spend $15,000 to $30,000 this year, down from 33% in 2024. A quarter (25%) plan to spend $31,000 to $50,000 (flat year on year). Over a third (34.8%) plan to spend less than $15,000, up from 11%.<\/p>\n Packaging Strategies<\/em>\u00a0has reported on the connected packaging campaigns of Gulf Union Foods Co.<\/strong><\/a> and a European fruit juice producer<\/strong><\/a>, just to cite a couple examples. We look forward to reporting on the exciting and envelope-pushing campaigns that are sure to be launched this year even as some companies display a less passionate embrace of connected packaging.<\/p>\n Brad Addington<\/strong>Connected Packaging Campaigns<\/h3>\n
Chief Editor, Packaging Strategies<\/em>
(248) 227-4727
addingtonb@bnpmedia.com<\/a><\/p>\n<\/div>\n