It’s the company’s second annual survey on connected packaging, and it found that 81% of respondents had used the technology compared to 54% in 2022. The research also said that the biggest barriers are business capabilities and preparedness (48%), price (20%) and complexity (11%).
Highlights from the survey also found that:
- Almost half (48%) consider connected packaging important to help educate customers;
- 29% said that data collection requirements were important;
- 88% are increasing their digital marketing spend compared to 59% in 2022;
- 92% of respondents consider connected packaging to be increasingly important to the packaging industry in the next 12 months and beyond;
- 70% were either using or looking into gamification.
Appetite Creative surveyed 968 executives in January and February 2023 based globally, working across the marketing, media, automotive, retail, utilities, construction, hospitality, FMCG/CPG and finance industries about their appetite for, perceived value of, and understanding about connected packaging.
Jenny Stanley, managing director at Appetite Creative, said: “Despite the cost-of-living crisis and global economic uncertainty, investment in connected packaging experiences continues to rise,” “No longer only a data collection tool, connected packaging is now a long-term customer relations and educational media channel, which helps companies navigate ever-changing sustainability requirements and inform product development and marketing decisions. Moving from a tipping point into mainstream usage this year, the perceived value of connected packaging has shifted to a business ‘must-have’.”