Every year our Global Connected Packaging Survey gives us a snapshot of where the smart packaging industry stands. This year, with 712 responses from executives across FMCG, retail, media, automotive and beyond, the picture is the clearest — and most consequential — we’ve ever seen. Here are five findings that tell us most about where packaging marketing is heading.
- Industry Scepticism About Connected Packaging Has Almost Disappeared
In 2025, 11.2% of industry professionals were still sceptical about connected packaging’s long-term importance. In 2026, that figure has dropped to 7.7%. Every year the holdouts shrink. Every year the consensus strengthens. We are approaching a market where scepticism about smart packaging and QR code packaging is effectively a minority position.
For marketers, this matters because it signals the end of the internal persuasion battle. For most organisations, the question of whether to invest in connected packaging has been settled. The conversation has moved to how, how much, and how fast.
- Authentication Has Overtaken Marketing as the Primary Driver
For the first time, authentication and anti-counterfeit has emerged as the #1 driver for connected packaging at 52.1%, overtaking DPP/GS1 compliance and sustainability. Connected packaging is no longer primarily a consumer engagement tool — it’s a brand protection tool that also happens to deliver exceptional interactive packaging experiences.
This changes how marketing, legal, supply chain and brand protection teams need to collaborate on connected packaging strategy. It also raises the stakes significantly for brands that haven’t yet engaged with the technology.
- Gamification in Smart Packaging Is No Longer Optional
67.7% of survey respondents now use gamification in their marketing campaigns — a 15% year-on-year increase. When more than two thirds of the market is using game mechanics in their QR code packaging and connected packaging campaigns, brands that aren’t are at a measurable engagement disadvantage. Gamified interactive packaging experiences achieve dramatically higher engagement than static digital content, with consumers spending longer with the experience and more likely to share.
- Multi-Technology Connected Packaging Deployment Is Becoming the Norm
47.1% of brands are now using both QR and NFC technologies in their smart packaging — a significant increase from previous years. The era of single-technology connected packaging is giving way to more sophisticated multi-channel approaches. Early adopters picked a technology and deployed it. The more sophisticated players are now thinking about which technology serves which consumer moment best and designing packaging marketing strategies accordingly.
- Connected Packaging Investment Confidence Has Never Been Higher
71.6% of brands are now willing to invest $31,000 or more on a single connected packaging campaign. 75.5% are planning to increase their digital marketing spend in 2026. 83.3% are planning connected packaging campaigns this year. These are not the investment signals of a market still deciding whether QR code packaging is worth it. They’re the signals of a market that has made its decision and is now allocating accordingly.
Download the full 2026 Global Connected Packaging Survey report → to explore all 20 questions.