Connecting to the future

Packaging with possibilities

Connected packaging is serious business, with the global smart packaging market, to which connected packaging belongs, predicted to exceed $46bn by 2025 – compared with almost $37bn in 2019. As consumers and companies become more aware of the benefits, it’s no wonder producers are increasing their R&D in this area – the likes of which will undoubtedly transform connected packaging as we see it today.

As spending on connected packaging technologies increases, producers will also need to increase their focus on creativity and innovation. And so, in order to create packaging that speaks to consumers while keeping on top of global megatrends, producers need to up the ante. What other incentives can they offer the market, and when can we expect to see some of these new ideas come to fruition? What, indeed, are the megatrends shaping connected packaging today, and how are they going to determine what packaging looks like in the future?

We can spot some signs of where connected packaging is heading by looking at today’s possibilities and the trends driving them, such as sustainability. As the world becomes more aware of sustainability, with consumers and companies alike aiming to reduce their environmental footprint, this has had a massive effect on smart packaging. Take ERP software company SAP, which recently used Touchcode technology to support production of 100% fair-trade chocolates. Chocolates were handed out at a corporate event, with each recipient receiving a card directing them to a website where they could click a button and “save” one square metre of forest in Panama.

Elsewhere in their bid to connect to customers in a more unique and responsible manner, producers are promoting exclusive content, offering discounts, and – to help combat counterfeit goods – allowing consumers to authenticate the goods they buy.

And while this all sounds enticing, is it enough for today’s consumers, or do they want more? Well, with a projected 200 billion smart objects believed to be in rotation around the world as we speak, working out as roughly 26 per person – the likelihood is producers need to work hard to stay on top of an increasingly knowledgeable and expectant audience.

The next connection

Industries everywhere are being presented with a seemingly endless number of ways to reach out to consumers. In a few years, that means we might be able to buy beverages that speak directly to each of us. It could also mean having access to portable carton packs that can track our health and alert us if we are dehydrated. Perhaps, even, we’ll be able to watch hologram figures come to life on video game boxes.

The above examples and more could become a reality as the world sees a rise in adoption of electronic technologies such as RFID and NFC. As time progresses and such technologies go through further improvement, it will be easier – and cheaper – for a greater number of producers to integrate them into their products. Some experts predict the first large-scale purveyors of NFC-enabled packaging will be pharmaceutical companies, the likes of whom want to engage with customers while simultaneously protecting their brands by allowing people to check if medicines have been opened before purchase.

Indeed, between the end of 2018 and spring of 2019, the price of NFC tags dropped roughly 50%, further fuelling their inevitable boom within connected packaging. This also goes hand in hand with consumers becoming more comfortable with technology such as Apple Pay. Ultimately, this offers a peak into all the opportunities producers have at their disposal in order to engage with consumers in a smart and long-term manner.

With that in mind, SIG is committed to supporting food and beverage producers in expanding further into the world of connected packaging through our Connected Pack platform. So, just how can the solutions we offer help brands and producers push the boundaries and deliver packaging that informs and attracts consumers while also creating value across the whole supply chain?

In the fifth part of our series, we’ll discuss the possibilities that can come from working with our solutions, in addition to reviewing all the topics covered so far. How can we help consumers get the best out of connected packaging, and how can we help industries meet ever-increasing demands? Furthermore, what other avenues are yet to be explored, and how can we offer producers support in getting there?

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