Appetite Creative predicts surge in connected packaging popularity in 2023

Appetite Creative predicts surge in connected packaging popularity in 2023

Technology

Appetite Creative, a creative technology studio, has announced the findings of its second annual survey on connected packaging.

Over the past year, the popularity of connected packaging has increased significantly, with 81% of respondents reporting that they have used it, compared to 54% in 2022.

The biggest challenge identified by almost half of respondents was the lack of business capabilities and preparedness, followed by price and complexity. This is a sharp contrast to last year's results, where a third of respondents claimed that connected packaging was not a business requirement. In contrast, only 7% of respondents felt this way this year.

Nearly half of those surveyed believe that connected packaging is important in educating customers, similar to last year's findings. Direct customer interaction (45%) and using connected packaging to inform product updates or marketing decisions (42%) were also cited as valuable factors this year. However, data collection requirements lagged behind, with only a third (29%) of respondents considering it important.

88% of those surveyed are planning to invest in a connected packaging campaign this year, compared to 59% in 2022. Almost half of respondents (42%) plan to spend between $31,000 to $50,000 on their campaigns, more than double the number seen in 2022, when only 40% planned to increase investment by less than $18,000.

Connected packages credit Tetra Pak International SA
Connected packaging © Tetra Pak International SA

The majority (92%) of respondents consider connected packaging to be increasingly important to the packaging industry in the next 12 months and beyond, up from 85% in 2022. Connected packaging is seen as a sustainable way to connect with and educate customers (57%), and almost half of respondents (44%) believe it will become the main route for direct communication with customers. Additionally, almost two-thirds (38%) of respondents believe it encourages customer loyalty, with gamification ranking in a similar position (36%).

The introduction of new EU packaging laws and increased sustainability pressures on packaging producers have positively impacted the perceived value of connected packaging, with 91% of respondents agreeing that it helps to improve a company's sustainability credentials, compared to 80% in 2022.

This year's survey also looked at gamification in marketing campaigns, with 70% of respondents claiming to use or consider using it. Almost half of those surveyed used gamification to promote a new product or drive sales, 17% used it for data collection, and 15% used it to improve brand recognition. Traditional mobile games (57%) and augmented reality games (31%) were the most popular types of gamification used, with 11% sharing a quiz through a connected packaging experience.

"Despite the cost-of-living crisis and global economic uncertainty, investment in connected packaging experiences continues to rise," said Jenny Stanley, Managing Director at Appetite Creative. "No longer only a data collection tool, connected packaging is now a long-term customer relations and educational media channel, which helps companies navigate ever-changing sustainability requirements and inform product development and marketing decisions. Moving from a tipping point into mainstream usage this year, the perceived value of connected packaging has shifted to a business 'must-have'."

This article was originally published by Appetite Creative.

Latest Packaging News

Walgreens Boots Alliance highlights sustainable packaging progress
Sustainability

Walgreens Boots Alliance highlights sustainable packaging progress

Walgreens Boots Alliance (WBA) continues to address concerns regarding packaging waste within the...
Breaking it down: Study reveals success of compostable packaging
Sustainability

Breaking it down: Study reveals success of compostable packaging

A recent study has provided valuable insights into the breakdown of certified food-contact...
Senate advances bill to reduce single-use plastic in hotels
Sustainability

Senate advances bill to reduce single-use plastic in hotels

Taking a stand for environmental sustainability in the hospitality sector, State Senator Laura Fine...
Agreement reached: International Paper to acquire DS Smith in all-share deal
Business

Agreement reached: International Paper to acquire DS Smith in all-share deal

International Paper and DS Smith have agreed to merge in an all-share deal. Each DS Smith Share...
Macsa Id helps world renowned winery automate its coding, marking and labelling process
Supplier News

Macsa Id helps world renowned winery automate its coding, marking and labelling process

High performance HPD laser, idTIJ thermal inkjet, idBlocks labellers and integra warehouse software...