Appetite Creative, in partnership with Polytag and Digimarc, has released results from its fourth annual Global Connected Packaging Survey 2025.
The research reveals a ‘transformative’ year for the industry, with 88.8% surveyed stating that connected packaging will be increasingly important to the packaging industry in the next 12 months and beyond.
Over two thirds (66.7%) stated that connected packaging encourages customer loyalty through personalisation, while 59.1% said it facilitates direct customer communication.
Half claim it provides actionable data for marketing and product decisions, with gamification proving valuable for engaging with younger audiences. Meanwhile, 72.6% of companies are currently using connected packaging, which is a drop year on year from 82% in 2024.
Appetite Creative highlighted a notable shift from single-technology to multi-technology approaches. QR codes combined with NFC technology have emerged as the leading implementation method (42.4%), followed by individual use of QR codes (32.1%) and NFC tags (22.1%). 66.1% of respondents show increasing interest in serialised QR codes, up from 64.6% in 2024.
The FMCG (36.9%) and marketing/advertising (36%) sectors are leading adoption, followed by retail (21.8%), automotive (15.9%) and hospitality (14.5%). Industry scepticism has decreased, with only 13.4% viewing connected packaging as a passing fad, down from 23.2% year on year.
Digital marketing investment trends continue to fluctuate, with 75.5% of companies planning to increase their digital marketing spend in 2025, a notable shift from the 96% reported in 2024, 88% in 2023, and 59% in 2022. This is said to suggest a maturation of the market as companies optimise investment strategies.
The research shows 76.7% of respondents are planning connected packaging campaigns this year, compared to 88% in 2024.
The primary drivers for connected packaging adoption have evolved, with consumer loyalty and promotions leading at 57.2%, followed by sustainability and recycling initiatives. Supply chain optimisation has gained significant traction, demonstrating the technology’s evolution from a pure marketing tool to a strategic business asset.
Jenny Stanley, MD 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.
“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.”
Alice Rackley, CEO at Polytag, added, “The results of each Appetite Creative annual Connected Packaging Survey are a must read for anyone working in this fast-paced sector; every year the connected packaging industry moves forward with enhanced digitisation, ground-breaking innovation and future-focussed strategy. The participants who respond to the survey are leaders shaping these agendas, with their finger on the pulse. These survey results matter.”
Dominique Guinard, VP of innovation at Digimarc, commented, “The brands and retailers we work with are transparent about bridging the physical and digital realms in their digital transformation journeys. Connected packaging creates this bridge. Over the past year, pending regulations like transitioning to 2D codes with Sunrise 2027 and Europe’s Digital Product Passport (DPP) have moved connected packaging from a strategic imperative to a requirement. We look forward to learning from survey respondents to understand priorities and ensure we continue to make the adoption of connected packaging technologies as simple and effective as possible for brands and retailers worldwide.”
Appetite Creative is hosting a free online webinar today at 14:00 GMT / 15:00 CET. During the session, industry leaders will share their insights on these survey results and the future of connected packaging. Click here for more information.
