Connected packaging survey opens

Appetite Creative has opened its sixth annual Connected Packaging Survey, which for the first time includes a section on readiness for GS1 Sunrise 2027, and invited the advertising, retail and packaging industries to take part.

The survey takes about two minutes and is anonymous, and Koenig & Bauer AuraVeo sponsors it. Participants can enter a draw to win a 250 EUR Amazon voucher or one of two copies of Jenny Stanley's book 'Connected Packaging: The Game-Changing Marketing Tool', and everyone who takes part gets early access to the results.

Last year's survey found that 92.3 percent of respondents expected connected packaging to become increasingly important to the industry, up from 88.8 percent in 2025. It also found that 81.2 percent of companies already use connected packaging, up from 72.6 percent in 2025, and that 60.7 percent rated it important for enabling compliance, such as GS1 and digital product passports.

'The barcode-to-QR switch the industry has talked about for years is finally here, and checkouts should read QR codes by the end of 2027. Soon, the code that rings up a product will connect the brand to its buyer. It's packaging's biggest opportunity in decades, and we want to capture where the industry stands as it happens,' said Jenny Stanley, managing director at Appetite Creative.

Appetite Creative will present the results in a free webinar on Tuesday, February 23, 2027, from 15:00 to 16:00 CET. Speakers will include Sandra Wagner of Koenig & Bauer AuraVeo, Camilla Young of GS1 UK and Thomas Stone of Greencore.