Category
Lifestyle
Assisted Choices
Trend cluster
Category
Communicative
Package
Data in packaging design enables products to communicate with consumers.
5.3
Trend score
Trend
What is the Communicative Package trend?
Communicative Package: Though technology is more advanced than ever, and consumers have come to expect connectivity at every turn, not all brands can organically integrate smart tech into their products. This has been especially challenging in the CPG world. Smart packaging that learns from and communicates to consumers is a step in the right direction. Using technology to create a dialogue between product and customer strikes the perfect balance of necessity and novelty to both innovate within a given category, and provide use to consumers.
Trend themes
Themes within the Communicative Package trend
Three behaviours holding the trend together01
Smart Packaging
Brands are using technology to create a dialogue between product and customer via packaging and smart labels.
02
Blockchain-Based Traceability
Businesses are leveraging blockchain technology to provide end-to-end traceability for their products, as well as a cost-effective solution for controlling the supply chain and managing real-time product recalls.
03
Interactive Labels
Brands are creating dynamic, interactive labels that enhance the consumer experience and engage shoppers, using augmented reality technology on everything from beverage bottles to candy wrappers.
Industry implications
What the Communicative Package trend means for industry
Where the trend changes the playbookFor
Consumer Packaged Goods (CPG)
CPG companies can create smart packaging that learns from and communicates with consumers, creating a dialogue between product and customer.
For
Food Industry
The use of blockchain technology in food packaging can bring transparency to the supply chain, allowing businesses to control the supply chain and manage real-time product recalls.
For
Beauty & Skincare
NFC beauty boxes allow brands to gain insights into when a customer opens a package, as well as providing an opportunity to inform customers of the product and its applications.
Workshop question
If you had to categorize your product or service, would it be more of a necessity, or novelty to your customer? How can you better strike a balance?
Trend signals
Trend signals for Communicative Package
Trend score 5.3 out of 10, from popularity 79%, activity 72%, freshness 8%.
Popularity79%
Activity72%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Communicative Package trend
5 featured examples from Mar 10, 2017 to Apr 24, 2018CategoryMarketing
Smart Hydration Bottle Caps
Visy and Water.IO Teamed Up to Bring Intelligent Packaging to Market
Intelligent packaging with data-enabled designs is bringing a new level of innovation to the consumer packaged goods industry.
CategoryTech
AR Beer Labels
This Snoqualmie American Pale Ale Boasts an Interactive Label
Integrating augmented reality technology into alcohol brands' packaging to create unique and engaging experiences for consumers.
CategoryMarketing
NFC Beauty Boxes
Alba1913's Packaging Reveals When a Customer Opens the Package
Incorporating NFC technology in skincare cosmetics packaging to enhance customer experience and gather valuable consumer insights.
CategoryLifestyle
Traceable QR Labels
Bureau Veritas' 'Origin' Label Lets Customers View a Product's Journey
Implementing traceability solutions to enhance transparency and trust in the food supply chain, creating a competitive advantage.
CategoryLifestyle
Transparency-Focused Chicken Products
Carrefour is Encouraging Transparency with Blockchain
Supermarket chains like Carrefour can leverage blockchain and other technologies to offer food supply chain transparency and gain a competitive edge over others in the food retail…
