Appetite Creative, in partnership with Polytag and Digimarc, have 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 personalization and 59.1% finds that it facilitates direct customer communication. Half claim it provides actionable data for marketing and product decisions (50.6%) with gamification proving valuable for engaging with younger audiences (50%). 72.6% of companies are currently using connected packaging, which is a drop year on year from 82% in 2024.

The landscape of connected packaging has undergone significant transformation, with 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%), with individual use of QR codes (32.1%) and NFC tags (22.1%) close behind. While 66.1% of respondents show increasing interest in serialized QR codes, up from 64.6% in 2024, indicating growing sophistication in deployment strategies.

The FMCG (36.9%) and marketing/advertising (36%) sectors are leading adoption, followed by retail (21.8%), automotive (15.9%) and hospitality (14.5%) spotlighting broad industry acceptance beyond traditional packaging sectors. 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

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 adjustment suggests a maturation of the market as companies optimise their investment strategies.

The research shows 76.7% of respondents are planning connected packaging campaigns this year, compared to 88% in 2024, indicating a more focused and strategic approach to implementation.

The number of respondents who plan to spend on connected packaging campaigns showcased mixed results, with 21% planning to spend between $15,000 to $30,000 this year, down from 33% in 2024. A quarter (25%) plans to spend $31,000 to $50,000, which remained flat year on year. Over a third (34.8%) plan to spend less than $15,000, up from 11%.

Consumer engagement

Consumer engagement has seen a dramatic shift through gamification, with 59% of participants incorporating gaming elements into their campaigns, marking a 15% increase from the previous year. Marketers surveyed are using gamification for product or service promotion (47.2%), to gather consumer insights (18.1%) and branding (17.7%). Traditional games, quizzes and augmented reality (AR) have emerged as the most effective engagement methods.

The primary drivers for connected packaging adoption have evolved, with consumer loyalty and promotions leading at 57.2%, followed by sustainability and recycling initiatives at 51.9%. Supply chain optimisation has gained significant traction at 39.8%, demonstrating the technology’s evolution from a pure marketing tool to a strategic business asset.

Jenny Stanley, managing director at Appetite Creative, comments, “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, says, “As a pioneer in the connected packaging space – and a proud partner of GS1 – Polytag knows it is critical to lead the conversation and collaborate across the connected packaging sector. 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, says, “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.”