Partnership between Appetite Creative and Koenig & Bauer AURAVEO released its fifth annual Global Connected Packaging Survey 2026. The research said that connected packaging will increase in the next 12 months and beyond.
Respondents consider connected packaging important for data collection (60.9%), to enable compliance, e.g., GS1, digital passports, etc. (60.7%), sustainability (60.4%), marketing and customer loyalty (60.2%), and to drive engagement (57.8%).
The shift of technology and implementation continues with QR codes and NFCs combined, now used by 47.1% of adopters, compared to QR codes alone (31.8%) and NFC tags alone (21.1%). Serialized QR code interest saw a 7.1 percentage point increase, rising to 73.2%, up from 66.1% in 2025.
Digital marketing investment remains consistent with campaign planning, connected packaging campaigns this year, which have risen rapidly and sharply. Claiming budget and higher allocation planning indicates organizations are graduating from small projects to meaningful campaigns, with growing confidence and scale in budget commitment.
Managing Director at Appetite Creative, Jenny Stanley, said that five years of data talks about the record and the adoption rate, increasing focus on regulatory compliance, which allows consumer loyalty and sustainability to supply chain traceability and digital product passports.
Appetite Creative is hosting a free online webinar where industry leaders will share their insights on these survey results and the future of connected packaging. It is a global leader in connected packaging and unites brands with audiences through web app-based immersive brand experiences.
They even realize the potential of their most powerful marketing asset already found in the hands of their customers, by turning product packaging into a media channel.
They worked with recognizable brands like Bacardi, Tetra Pak, Greiner Packaging, Pepsi, and Coca-Cola.
Jenny Stanley authored his first definitive book on ‘Connected Packaging: The Game-Changing Marketing Tool’.
Koenig & Bauer is a globally active printing press manufacturer headquartered in Germany. It particular focus on packaging, also supplies machines and software solutions.
12 March 2026
12 March 2026
12 March 2026
12 March 2026
