Appetite Creative’s fifth annual global survey shows adoption at record levels — and budgets are growing accordingly.
The 2026 Global Connected Packaging Survey from Appetite Creative, conducted in partnership with Koenig & Bauer AURAVEO, paints a confident picture of where the industry stands.
Adoption has bounced back sharply, with 81.2% of companies now using connected packaging — up from 72.6% last year — and scepticism has fallen to just 7.7%, down from 13.4% in 2025. It’s becoming harder to argue this is a niche play.
The use cases driving adoption are rather broad. Data collection, regulatory compliance (including GS1 standards and digital product passports – DPP), sustainability, marketing, and consumer engagement all scored closely, suggesting organisations aren’t treating connected packaging as a single-purpose tool. That breadth is arguably the more significant finding — it signals connected packaging is being wired into business strategy rather than bolted on as a marketing afterthought.
Gamification also continues to grow, with 67.7% of respondents now incorporating gaming elements — mobile games, quizzes, and augmented reality (AR) formats leading the way. The primary goal remains promoting new products, but gathering consumer insights is a growing secondary driver, which makes sense as brands look to extract more value from every scan.
The survey draws responses from across marketing, automotive, manufacturing, and fast-moving consumer goods (FMCG) sectors, reinforcing that connected packaging’s relevance extends well beyond the packaging industry itself.
