Industry confidence in connected packaging surges to 88.8%, Appetite Creative

UK – A new survey from Appetite Creative, in partnership with Polytag and Digimarc, reveals soaring industry confidence in connected packaging, with 88.8% of respondents recognizing its growing importance in the next 12 months.

The fourth annual Global Connected Packaging Survey 2025 highlights a shift towards multi-technology solutions, increased gamification adoption, and growing interest in serialized QR codes.

The study shows a clear shift towards multi-technology implementations, with 42.4% of respondents combining QR codes and NFC technology—a significant leap from single-technology approaches.

While standalone QR codes remain popular (32.1%), NFC tags (22.1%) continue to gain traction. Interest in serialized QR codes has also risen to 66.1%, up from 64.6% in 2024, indicating greater sophistication in deployment strategies.

Industry adoption remains strong, with 72.6% of companies leveraging connected packaging.

However, this represents a slight decline from 82% in 2024, reflecting a more strategic and focused approach to implementation.

Notably, consumer engagement remains a top driver, with 66.7% of respondents citing personalized experiences as a key benefit and 59.1% emphasizing direct customer communication.

Sector leaders and growing use cases

The FMCG (36.9%) and marketing/advertising (36%) industries lead in connected packaging adoption, followed by retail (21.8%), automotive (15.9%), and hospitality (14.5%).

Industry skepticism continues to decline, with only 13.4% viewing connected packaging as a passing trend—down from 23.2% last year.

Beyond marketing, connected packaging is increasingly being used for supply chain optimization (39.8%), sustainability initiatives (51.9%), and consumer loyalty (57.2%).

The rise of gamification, now adopted by 59% of businesses (a 15% increase year-on-year), highlights its effectiveness in driving engagement, particularly among younger consumers. 

While 75.5% of companies plan to increase their digital marketing spending in 2025, this marks a decline from 96% in 2024, suggesting a maturing market and optimizing investment strategies.

Similarly, 76.7% of businesses plan connected packaging campaigns in 2025, down from 88% in 2024, reflecting a more targeted approach. 

Investment in connected packaging campaigns presents a varied outlook, with shifts in budget allocation compared to the previous year.

A notable decline is observed among businesses planning to invest between US$15,000 and US$30,000, with only 21% committing to this range, down from 33% in 2024.

This reduction suggests a cautious approach or a reallocation of funds toward either lower or higher investment brackets.

Meanwhile, 25% of companies will allocate US$31,000–US$50,000 to connected packaging initiatives, a figure that remains unchanged from the previous year.

This stability indicates that a segment of businesses maintains confidence in mid-range investments, likely focusing on established or ongoing campaigns rather than expansion.

The most significant shift is in the lower investment tier, where 34.8% of businesses will spend under US$15,000, a sharp increase from 11% in 2024.

This rise suggests that many companies are experimenting with connected packaging on a smaller scale, possibly testing the waters before committing to larger budgets.

Jenny Stanley, Managing Director at Appetite Creative, commented on the market’s evolution, “We’re seeing the connected packaging market mature, with companies taking a more strategic approach to implementation.

“Increased adoption of multi-technology solutions and a focus on consumer loyalty and sustainability show that connected packaging is evolving beyond marketing into a comprehensive business solution.”

Alice Rackley, CEO at Polytag, emphasized the role of connected packaging in digital transformation, “As a pioneer in connected packaging, Polytag recognizes the need for collaboration across the industry. This annual survey offers invaluable insights, showing how connected packaging continues to evolve through enhanced digitization, innovation, and strategy.”

Dominique Guinard, Vice President of Innovation at Digimarc, highlighted regulatory drivers,  “Pending regulations like the transition to 2D codes with Sunrise 2027 and Europe’s Digital Product Passport (DPP) are shifting connected packaging from a strategic advantage to a necessity. We’re committed to simplifying adoption for brands and retailers worldwide.”

The 2025 Global Connected Packaging Survey was conducted in January and February 2025, gathering insights from 678 executives worldwide across marketing, media, automotive, retail, utilities, construction, hospitality, FMCG/CPG, and finance industries. 

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