NEW research has highlighted a surge in industry confidence around connected packaging.
Appetite Creative, in partnership with Koenig & Bauer AURAVEO, has released the results from its fifth annual Global Connected Packaging Survey. The findings show that 92.3% of respondents say connected packaging will be increasingly important to the packaging industry in the next 12 months and beyond, up from 88.8% in 2025.
Adoption of connected packaging is said to have rebounded strongly, with 81.2% of companies currently using the technology, compared with 72.6% last year. Respondents consider connected packaging important for data collection (60.9%), compliance (60.7%), sustainability (60.4%), marketing and customer loyalty (60.2%), and to drive engagement (57.8%).
The shift from single to multi-technology implementations continues, with QR codes and NFCs combined now used by 47.1% of adopters, compared to QR codes alone (31.8%) and NFC tags alone (21.1%). Serialised QR code interest saw a 7.1% increase, rising to 73.2%, reflecting interest in more sophisticated deployment strategies. Industry scepticism has dropped, with only 7.7% of all respondents viewing connected packaging as a passing fad, compared to 13.4% in 2025.
The marketing/advertising (14.2%), automotive/travel (13.5%) and manufacturing (13.5%) sectors lead adoption, followed by FMCG (12.4%) and Packaging (12.4%).
Three quarters (75.7%) are increasing their digital marketing spend in 2026, which remains consistent with 75.5% reported in 2025. Campaign planning has risen, with 83.3% of respondents planning connected packaging campaigns this year, up from 76.7% in 2025.
Consumer engagement through gamification has continued its upward trajectory, with 67.7% of participants now incorporating gaming elements into campaigns. Mobile games (52.1%), quizzes and trivia (48.9%) and AR-based games (42.3%) are the leading formats.
Jenny Stanley, MD at Appetite Creative, said, “Five years in, and the data tells a compelling story. Connected packaging has moved decisively from an emerging trend to a boardroom imperative. The record adoption rates, surge in gamification and the increasing focus on regulatory compliance all point to an industry that is no longer just experimenting, it’s implementing at scale.
“What is particularly exciting is how the use cases are broadening: from consumer loyalty and sustainability to supply chain traceability and digital product passports. Connected packaging is no longer a marketing tool alone; it is a strategic business platform.”
Sandra Wagner, CEO of Koenig & Bauer Kyana, added, “Connected packaging has reached an inflection point, and the results of this year’s survey make that unmistakably clear. The record adoption rates, the surge in multi-technology deployment and the growing focus on regulatory compliance all reflect an industry that has matured significantly.”
