Appetite Creative - Connected Packaging Statistics 2023 (by Appetite Creative)

Increasing Adoption of Connected Packaging

Over the past few years, the packaging industry has witnessed a dramatic digital transformation. Connected Packaging, once an emerging concept, is now fast becoming an indispensable tool in the marketing arsenal of many brands. This shift has been aptly illustrated in the results of Appetite Creative's Connected Packaging Survey 2023.

The Survey and its Participants

The survey, conducted earlier this year, targeted a range of professionals, including C-suite executives, procurement experts, and advertisers. This year's results demonstrate an impressive rise in the adoption of Connected Packaging, a digital solution that merges the physical with the digital, enhancing the overall customer experience.

Reluctance Towards Connected Packaging

A significant 81.5% of the respondents confirmed using Connected Packaging in the past year. This is a marked jump from 2022's 46%, showing that more and more brands are embracing this technology. However, some respondents are still reluctant, citing reasons like costs, complexity, and lack of awareness.

Understanding the Importance of Connected Packaging

Yet, the importance of Connected Packaging can't be overlooked. Approximately 46% of the survey's participants saw its value in collecting consumer data, guiding marketing decisions, and engaging directly with customers. This engagement provides brands an opportunity to educate their consumers about the products in an interactive manner, which was recognised by almost half (47.9%) of the respondents.

Preferred Technologies and the Rise of Gamification

In terms of the technologies used in Connected Packaging, NFC tags and QR codes emerged as the most popular, with 45.9% and 31.8% adoption respectively. The survey also shed light on the growing trend of gamification in marketing campaigns, revealing 70% of respondents to either use or consider using this technique for enhancing customer engagement.

Future Outlook of Connected Packaging

Looking into the future, a whopping 91.8% of participants agreed that Connected Packaging will continue to grow in importance for the packaging industry. This belief is supported by the perceived impact of Connected Packaging on the sustainability credentials of their companies, a sentiment shared by 90.7% of respondents.

Connected Packaging: A Must-Have for Brands

With the results of the survey in, it's evident that Connected Packaging is here to stay. Despite economic uncertainty, companies continue to invest in this digital innovation, transforming it from a data collection tool to a long-term customer relations and educational media channel. It's clear that as we move forward, Connected Packaging will be a 'must-have' in every brand's toolkit.

Explore the basics of Connected Packaging here