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A recent survey conducted by Appetite Creative in collaboration with 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.
59% 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 financial commitment to connected packaging campaigns has shown mixed results. Only 21% of respondents plan to spend between $15,000 and $30,000, a decrease from 33% in 2024. Conversely, a quarter of respondents (25%) intend to allocate between $31,000 and $50,000, while 34.8% plan to spend less than $15,000, up from 11% last year.
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.
Jenny Stanley, managing director at Appetite Creative, said: “We’re seeing the connected packaging market mature, with companies taking a more strategic and sophisticated approach to implementation. While there are adjustments in investment levels, the increased adoption of multi-technology solutions, alongside the growing focus on consumer loyalty and sustainability, indicates connected packaging is evolving from a purely marketing tool into a comprehensive business solution."
She continued: "The rise in gamification adoption and the sustained interest in serialised QR codes reflect an industry that’s becoming more nuanced in how it engages with consumers and leverages technology for business value”.
Image: © Polytag