The Future of Packaging: How Connected and Intelligent Packaging Is Reshaping Consumer Engagement

The packaging industry is undergoing a major transformation, driven by growing consumer demand for intelligent packaging and increasing industry confidence in connected packaging solutions. Two recent studies - one from Appetite Creative and another from Recycling Product News - highlight the rapid shift towards smart, interactive, and sustainable packaging. Brands are now leveraging connected packaging technologies to enhance consumer experiences, collect first-party data, and meet sustainability goals.

Industry Confidence in Connected Packaging is Stronger Than Ever

According to Appetite Creative’s 2025 Global Connected Packaging Survey, 88.8% of industry executives believe that connected packaging will play an even greater role in the next 12 months. This reflects a growing recognition that packaging is no longer just a container—it’s a powerful digital touchpoint that allows brands to directly engage with consumers.

• 72% of brands are already using connected packaging solutions.
• 77% are planning to launch connected packaging campaigns in 2025, highlighting strong future adoption.
• Technologies such as QR codes, NFC, and gamification are being widely implemented to increase engagement and improve consumer insights.

Read more about these findings on Packaging Insights.

Consumer Interest in Intelligent Packaging is Growing

A separate study published by Recycling Product News highlights how consumers are increasingly seeking smart, interactive packaging solutions that offer transparency and functionality:

• 75% of US consumers are interested in intelligent packaging solutions.
• 28% are willing to pay up to $5 more for packaging that offers digital interactivity and sustainability insights.
• Consumers are looking for packaging that provides real-time product details, sustainability credentials, and enhanced user experiences.

This shift means brands that embrace intelligent packaging not only enhance engagement but also increase brand loyalty and perceived value.

Explore the full study on Recycling Product News.

Why Brands Should Invest in Smart & Sustainable Packaging

The insights from these studies highlight key reasons why brands should invest in connected and intelligent packaging solutions:

✅ Engagement is key – Smart packaging bridges the gap between physical products and digital experiences, creating more immersive interactions.

✅ First-party data collection – Connected packaging allows brands to gather consumer insights in real time, helping tailor marketing strategies and product offerings.

✅ Sustainability matters – Consumers demand eco-friendly, functional packaging that not only looks good but also supports sustainability initiatives.

✅ Competitive advantage – With strong industry confidence and rising consumer demand, brands that leverage connected packaging now will be ahead of the competition.

The Future of Packaging is Connected

With more brands and consumers embracing connected and intelligent packaging, the industry is set for a major shift towards interactive, sustainable, and data-driven packaging solutions. Brands that fail to adopt these innovations risk falling behind as consumers prioritise engagement and transparency.

📩 Want to learn how Appetite Creative can help your brand implement smart packaging solutions? Let’s chat!