New survey shows surge in interest and importance for Connected Packaging | 06-03-2025 |

A recent survey conducted by Appetite Creative in collaboration with AIPIA, Polytag and Digimarc has revealed a significant surge in industry confidence regarding connected packaging, with 88.8% of respondents acknowledging its growing importance.

This figure marks an increase from 80.4% in 2024, indicating a robust trend towards the adoption of innovative packaging solutions within the food and beverage manufacturing sector.

The survey highlights a notable shift in consumer engagement strategies, with 66.1% of participants expressing an increasing interest in serialised QR codes. This growing sophistication in technology deployment reflects a broader trend, as companies seek to enhance customer interactions and loyalty through personalised experiences.

Notably, the fast-moving consumer goods (FMCG) sector (36.9%) and the marketing/advertising sector (36%) are at the forefront of this adoption, showcasing a diverse range of applications that move beyond traditional packaging.

Fifty nine percent of companies have reported incorporating gamification into their marketing efforts, a 15% increase year-on-year. This approach not only engages younger audiences but also drives consumer loyalty and promotional activities, with 57.2% of respondents citing these as primary motivations for adopting connected packaging solutions.

Sustainability initiatives also play a critical role, with 51.9% of participants recognising the potential for connected packaging to support recycling and environmental goals.

Despite a slight decrease in overall implementation – down to 72.6% from 82% in 2024 – the survey indicates a shift towards multi-technology solutions, with QR codes combined with NFC technology emerging as the preferred method (42.4%). The individual use of QR codes (32.1%) and NFC tags (22.1%) follows closely, reflecting a trend towards more integrated and sophisticated packaging solutions.

Investment trends in digital marketing are also evolving. While 75.5% of companies plan to increase their digital marketing budgets in 2025, this is a notable decline from 96% in 2024. This adjustment suggests a maturation in the market as companies refine their strategies.

Additionally, 76.7% of respondents are planning connected packaging campaigns this year, down from 88% in 2024, indicating a more strategic focus on implementation.

The findings underscore a transformative shift in how companies view connected packaging – not merely as a marketing tool but as a strategic asset that enhances supply chain optimisation (39.8%) and fosters consumer loyalty. This evolution is further supported by insights from industry leaders.

ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM