Something significant shifted in this year’s Global Connected Packaging Survey data. For the first time, authentication and anti-counterfeit has emerged as the single biggest driver for connected packaging adoption, cited by 52.1% of respondents, overtaking DPP/GS1 compliance at 51.4% and sustainability at 50.1%.
It’s a meaningful signal. And it tells us something important about where the smart packaging conversation is heading.
The Scale of the Grey Market Problem
Counterfeit and grey market goods are not a niche issue. The global trade in counterfeit products affects everything from luxury goods and spirits to pharmaceuticals, food and consumer electronics. For brand owners, the consequences go beyond lost revenue — grey market goods damage brand reputation, create safety risks for consumers, and erode the trust that brands spend years and significant marketing budgets building.
Traditional anti-counterfeit measures — holograms, tamper-evident seals, specialist inks — have their place, but they have limitations. They can be replicated. They don’t generate data. And they put the burden of verification on the consumer, who often has no reliable way to check.
Why Serialised QR Codes Change the Equation
Serialised QR codes offer something fundamentally different from standard QR code packaging. Where a standard QR code takes every scanner to the same destination, a serialised QR code is unique to each individual pack. Every unit has its own digital identity. Every scan generates a unique data point.
This creates several powerful capabilities. First, genuine authentication — if a code has already been scanned multiple times in multiple locations, that’s a red flag identifiable in real time. Second, supply chain visibility — brands can track where products are being scanned geographically, identifying grey market distribution routes. Third, consumer reassurance — a scan that returns a verified authentic product experience builds trust at the moment of purchase or consumption.
Interest in serialised QR codes is surging. Our 2026 survey found that 73.2% of respondents scored 4 or 5 out of 5 for interest in serialised QR codes for personalised engagement and fraud prevention — a 7.1 point increase from 2025.
Authentication and Consumer Engagement Aren’t Mutually Exclusive
One of the most interesting dynamics in the connected packaging space is that the same serialised QR code infrastructure powering anti-counterfeit functionality can simultaneously deliver rich consumer engagement. The scan that verifies a product’s authenticity can also trigger a personalised interactive packaging experience — a loyalty reward, a recipe, a gamified interaction, a sustainability story.
This is the multi-purpose nature of smart packaging that our survey data consistently highlights. Brands don’t have to choose between compliance, authentication and consumer engagement. A well-designed connected packaging strategy delivers all three from the same touchpoint.
What Brands Should Be Doing Now
If authentication isn’t currently part of your connected packaging brief, 2026 is the year to change that. The technology is mature, the ROI is proven, and as our survey data shows, your competitors are already moving in this direction. The starting point is understanding your exposure, which products and markets are most vulnerable to grey market activity and designing a connected packaging strategy that addresses authentication as a core function rather than an afterthought.
See the full authentication findings in the 2026 Global Connected Packaging Survey →