- 82% used Connected Packaging as a brand in the last year vs 81% in 2023
- Increased investment in digital marketing spend is planned by 96% in 2024, vs. 88% in 2023 and 59% in 2022
- 88% claim to be planning a connected packaging campaign this year
- 80% consider connected packaging to be increasingly important to the packaging industry
- 78% consider connected packaging will improve business sustainability credentials
28 February 2024, London – Creative technology studio Appetite Creative, in partnership with Domino Printing Sciences (Domino), today released results from its third annual connected packaging survey. The research found sustained interest over the last 12 months, with 82% of those surveyed stating they have used connected packaging, compared to over four-fifths (81%) from the survey released in 2023 and over half (54%) in 2022.
The barriers to using connected packaging have changed year-on-year with technology knowhow missing (15%), unsure how to handle the data (15%), poor application knowledge (12%) and lack of readiness (12%) listed as the key concerns. Only 9% stated that connected packaging wasn’t a business requirement for this year, showing fluctuating business priorities when compared to 7% in the 2023 survey and a third (29%) in 2022 of respondents claiming the same.
Connected packaging is considered important to inform product and marketing decisions (16%), alongside direct interaction with customers (15%), data collection (15%) and educating customers (13%). Connected packaging being an environmentally sustainable way to connect with and educate customers lagged behind at 11%.
Increased investment in digital marketing spend is up year-on-year to 96%, compared to 88% in 2023 vs. 59% in 2022. The number of respondents who plan to spend on connected packaging campaigns dropped slightly, with over a third (33%) planning to spend between $15,000 to $30,000 this year. A quarter (25%) plans to spend $31,000 to $50,000, down by 17% points year-on-year (previously 42%).
A large majority (88%) claim to be planning a connected packaging campaign this year. With 80% of respondents citing that connected packaging will be increasingly important to the packaging industry in the next 12 months and beyond, a drop of 12% points year-on-year (previously 92%).
Looking to the year ahead, connected packaging is deemed increasingly important by respondents to provide access to valuable data and insights (11%), encourage customer loyalty (10%), offer an environmentally sustainable way to connect with and educate customers (10%), communicate directly with customers (10%) and utilise gamification a valuable way to engage with younger audiences (10%). As well as sharing product and recycling information (8%) and legislation changes (8%) all likely to impact the industry this year.
Over three quarters (78%) agree that connected packaging helps to improve the sustainability credentials of a company, a drop year-on-year from 91% in 2023 and 80% in 2022.
“We’re seeing an overall desire to increase investment in digital advertising this year and a stable investment in connected packaging. It’s great to see the perceived value of data collection through connected packaging rising, especially in the context of the imminent demise of third-party cookie data. It’s also interesting to see sustainability drop down the agenda despite new government-led regulations. We will continue to watch these trends closely and offer, what we consider to be, high value rewards to clients delivered via connected packaging,” said Jenny Stanley, Managing Director at Appetite Creative.
“At Domino, we’re seeing increased interest from customers about the uses and benefits of deploying connected experiences via product packaging, especially across the circular economy, for medical equipment instructions and FMCG stock management. Demand is likely to rise with more packaging legislation expected,” said Craig Stobie, Director Global Strategic Sectors at Domino.
Appetite Creative is hosting an online webinar today at 10:30am CET to take a deeper dive into the research results, alongside a panel of experts from AIPIA, Domino, Tetra Pak and Amazon. Click here for information.
-Ends-
Note to Editors
Appetite Creative surveyed 2,954 executives in January & February 2024 based globally, working across the marketing, media, automotive, retail, utilities, construction, hospitality, FMCG/CPG and finance industries about their appetite for, perceived value of, and understanding about connected packaging.
About Appetite Creative
Appetite Creative, the digital experiences studio, connects brands to today’s audiences. Specialising in using innovative technology to deliver connected brand experiences which help advertisers to better understand audiences, optimise marketing, drive sales, and improve two-way customer communications.
The team of digital marketing specialists, with a passion for bringing innovative advertising to life, deliver bespoke campaigns and advertising solutions across all devices and screens.
Operating across the EMEA, Americas and MENA regions, Appetite Creative helps brands realise the potential of their most powerful marketing asset already found in the hands of their customers, by turning product packaging into a media channel.
The studio works with a variety of recognisable brands including Bacardi, Tetra Pak, Pepsi, Starbucks, Samsung, Vodafone and Coca-Cola.
For more information:
About Domino
Since 1978, Domino Printing Sciences (Domino) has established a global reputation for the development and manufacture of coding, marking, and printing technologies, as well as its worldwide aftermarket products and customer services. Today, Domino offers one of the most comprehensive portfolios of complete end-to-end coding solutions designed to satisfy the compliance and productivity requirements of manufacturers across many sectors, including food, beverage, pharmaceutical, and industrial. The company’s core technologies include innovative inkjet, laser, print and apply, and thermal transfer overprinting systems designed for the application of variable data, barcodes, and unique traceability codes onto product and packaging.
Domino employs over 3,000 people worldwide and sells to more than 120 countries through a global network of 29 subsidiary offices and more than 200 distributors. Domino’s manufacturing facilities are located in China, Germany, India, Sweden, Switzerland, UK, and the USA.
Domino became an autonomous division within Brother Industries Ltd. on 11th June 2015.
For further information on Domino, please visit www.domino-printing.com