Connected packaging adoption hits record 81 percent

Industry confidence in connected packaging has reached a record high of 92.3 percent, up from 88.8 percent in 2025, according to the fifth annual Global Connected Packaging Survey published by Appetite Creative in partnership with Koenig & Bauer.

Adoption has rebounded strongly, with 81.2 percent of companies currently using connected packaging, up from 72.6 percent last year. Respondents cite data collection, regulatory compliance, sustainability, marketing and consumer engagement as the primary drivers. The shift toward multi-technology deployment continues, with QR codes and NFC combined now used by 47.1 percent of adopters, while serialized QR code interest rose 7.1 percentage points to 73.2 percent. Industry skepticism has also dropped, with only 7.7 percent of respondents viewing connected packaging as a passing fad, down from 13.4 percent in 2025.

Campaign budgets are growing, with 15.3 percent of respondents planning to spend between 51,000 USD and 80,000 USD, up from 10 percent in 2025, and 13 percent reporting budgets above 81,000 USD, up from 7.7 percent. The proportion planning to spend less than 15,000 USD fell by 6.4 percentage points to 28.4 percent, indicating a shift from small pilots to larger-scale campaigns. Consumer engagement through gamification has also risen, with 67.7 percent of participants incorporating gaming elements into campaigns, up from 59 percent in 2025.

'Connected packaging has moved decisively from an emerging trend to a boardroom imperative,' said Jenny Stanley, managing director at Appetite Creative. 'It is no longer a marketing tool alone; it is a strategic business platform.'

Sandra Wagner, CEO of Koenig & Bauer Kyana, added that record adoption rates and growing regulatory focus reflect 'an industry that has matured significantly.'