In an insightful exploration ‘More than meets the eye | Category Focus – A&I Packaging’, Packaging News digs into the uncharted territories of Active and Intelligent Packaging.

The article uncovers the multi-dimensional usage of this technology, particularly emphasizing its roles beyond mere data gathering. A major contributing factor to the adoption of this advanced packaging solution is the widespread accessibility of smartphones, which now seamlessly integrate with NFC and QR codes. The ease with which consumers can interact with active and intelligent packaging has not just boosted its acceptance, but has also made consumers realize its substantial benefits.

Packaging News included our insights and Jenny’s thoughts, which are as follows:

“A recent survey from Appetite Creative found that connected packaging has experienced a jump in popularity in the last 12 months. The agency surveyed 968 executives in January and February 2023. 81% of respondents said that they had used the technology, compared to 54% in 2022.

Jenny Stanley, managing director at Appetite Creative, says: “These results certainly match our experiences, with demand for connected packaging at an all-time high from all the major manufacturers, including Tetra Pak, Elopak and Greiner Packaging, who are all investing heavily.”

She continues: “No longer only a data collection tool, connected packaging is now a long-term customer relations and educational media channel, which helps companies navigate ever-changing sustainability requirements and inform product development and marketing decisions. Moving from a tipping point into mainstream usage this year, the perceived value of connected packaging has shifted to a business ‘must-have’.”

Siloing of connected packaging initiatives
“Too often, connected experiences are approached in a silo despite the fact that they work best when used as one media channel within a wider marketing campaign that drives customers to the experience for more information or benefits, for example, incentives such as vouchers or prizes.”
Jenny Stanley, managing director at Appetite Creative“

Find the full article here: https://www.packagingnews.co.uk/features/more-than-meets-the-eye-category-focus-ai-packaging-19-06-2023