RRD has released its 2026 Integrated Packaging Report, revealing a substantial disconnect between industry ambition and real-world adoption of connected and smart packaging technologies.
According to the survey of 400 packaging, labeling and supply chain leaders, 84% of respondents plan to transition to smart packaging within the next one to three years, yet only 1% have already implemented these solutions—underscoring a critical execution gap across the sector.
Sustainability and E-commerce Drive Change
Sustainability continues to be the leading catalyst for packaging transformation, cited by 74% of packaging respondents as the primary motivation for change. At the same time, digital commerce has become nearly universal, with 96% of surveyed organizations now operating an e-commerce channel and 80% expecting continued growth.
Despite this momentum, organizations not planning to adopt smart packaging pointed to IT and infrastructure complexity as a key barrier, with half of those respondents citing concerns about integration challenges.
Data-Centric Investments Gain Momentum
While smart packaging adoption remains limited, the report shows growing maturity in data-driven capabilities across the supply chain:
- 87% are investing in Internet of Things (IoT) technologies
- 85% are committing to predictive analytics
- 84% are prioritizing real-time visibility tools
Looking ahead, respondents identified sustainability optimization as the top operational use case for AI over the next one to three years, selected by 62% of participants. Overall, 77% of packaging professionals expect their operations to move their organizations closer to sustainability goals.
From Adoption to Integration
“Digital transformation is no longer a question of if, but when,” said Lisa Pruett, president of integrated packaging, labels and supply chain at RRD. “In the race to smart packaging, preparedness is the key to success not merely speed.”
Echoing this view, Craig Lombardi, vice president of labels and packaging at RRD, emphasized the need for operational alignment. “Smart packaging was once experimental; it’s now quickly becoming essential to visibility, accuracy and product intelligence. Leaders must move beyond adoption and focus on integration to ensure these innovations deliver real value across the supply chain.”
Turning Sustainability Ambition into Action
The report concludes that while leaders remain confident in long-term sustainability investments, execution remains a challenge.
“Organizations are taking a forward-looking view, treating current market pressures as temporary,” said John Marrow, president of supply chain solutions at RRD. “The challenge lies in translating sustainability ambition into practical, scalable decisions that advance progress without compromising quality or cost discipline.”