Almost 90% of 678 executives based globally, working across marketing, media, automotive, retail, utilities, construction, hospitality, FMCG/CPG, and finance industries believe that connected packaging will be increasingly important to the packaging industry in the next 12 months and beyond, according to Appetite Creative’s fourth annual ‘Global Connected Packaging Survey 2025’.

Over two thirds (66.7%) said that connected packaging encourages customer loyalty through personalisation and 59.1% find that it facilitates direct customer communication. The survey, carried out in partnership with Polytag and Digimarc, also revealed that half of respondents claim connected packaging provides actionable data for marketing and product decisions (50.6%), with gamification proving valuable for engaging with younger audiences (50%). However, out of the companies who answered, 72.6% are currently using connected packaging, which is a drop year on year from 82% in 2024.

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. Meanwhile, 66.1% of respondents show increasing interest in serialised QR codes, up from 64.6% in 2024, indicating growing sophistication in deployment strategies, the survey suggests.

The results show that 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 trends continue to fluctuate, with 75.5% of companies planning to increase their digital marketing spend in 2025, a 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, said Appetite Creative.

The research also shows 76.7% of respondents are planning connected packaging campaigns this year, compared to 88% in 2024.

The amount of money that respondents plan to spend on connected packaging campaigns showed mixed results, with 21% planning to spend between $15,000-$30,000 (£11,855-£23,709) this year, down from 33% in 2024. Over a third (34.8%) plan to spend less than $15,000 (£11,855), up from 11% in 2024.

The report highlighted that the 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 traction at 39.8%, demonstrating the technology’s evolution from a pure marketing tool to a strategic business asset, the company explained.

Jenny Stanley, managing director at Appetite Creative, said, ‘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.’