# Utilitarian Packaging Technology enables packaging that improves products. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 14, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/utilitarian-packaging ## Key Figures - Trend score: 5.5/10 - Evidence articles: 5 ## What is the Utilitarian Packaging trend? **Utilitarian Packaging:** In its most simplistic form, packaging has been seen as housing for a product; in its most evolved form, packaging was an enhancement to branding. However, the emergence of smart technology enables packaging that improves product functionality. This speaks to the increased consumer expectation for seamless products. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 10, 2017 to Sep 16, 2019 - Published: Jun 14, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Utilitarian Packaging trend ### Smart Packaging Smart technology enables packaging that improves product functionality, fulfilling consumers' seamless experience expectations. ### Personalization The combination of machine learning, blockchain, and the cloud on packaging allows for heightened personalization such as dynamic pricing and incentives. ### Traceability Applied DNA Sciences' molecular ink tags on packaging enable forensic verification of products and validate the quality, efficacy and integrity of goods. ## What the Utilitarian Packaging trend means for industry ### For Consumer Packaged Goods (CPG) The rise of intelligent packaging designs from smart technology benefits CPG consumers. ### For Pharmaceuticals Packaging solutions like E Ink display and traceable tags positively impact the clinical trial supply chain and transparency in the pharmaceutical industry. ### For Health and Wellness The smart nutrition LifeFuels bottle packed with features to support health and hydration replaces single-use plastic and saves people time. ## Workshop question What is one overlooked part of your product or service? What can you tweak about it to make it essential to the experience? ## Trend signals for Utilitarian Packaging Trend score 5.5 out of 10, from popularity 85%, activity 71%, freshness 9%. - Popularity: 85% - Activity: 71% - Freshness: 9% ## Examples of the Utilitarian Packaging trend 5 featured examples from Mar 10, 2017 to Sep 16, 2019. - [All-In-One Product Codes](https://www.trendhunter.com/trends/product-codes): GS1 is Using Machine Learning, Blockchain & the Cloud for Personalization (Category: Marketing) Implication: Smart packaging and dynamic pricing could disrupt traditional retail models and improve customer loyalty. - [Smart Hydration Bottle Caps](https://www.trendhunter.com/trends/intelligent-packaging): Visy and Water.IO Teamed Up to Bring Intelligent Packaging to Market (Category: Marketing) Implication: Intelligent packaging with data-enabled designs is bringing a new level of innovation to the consumer packaged goods industry. - [Smart Nutrition Bottles](https://www.trendhunter.com/trends/lifefuels-bottle): LifeFuels' Bottle Pairs with an App and Flavorful FuelPods (Category: Lifestyle) Implication: The smart nutrition bottle offers a disruptive innovation opportunity in the health and wellness industry by combining hydration and nutrition tracking. - [Traceable Packaging Tags](https://www.trendhunter.com/trends/molecular-ink): Applied DNA Sciences' Molecular Ink Tags Boost Trust with Transparency (Category: Marketing) Implication: Disruptive innovation opportunity: Integrate traceable packaging technologies to provide consumers with trust and transparency in the products they purchase. - [E-Ink Pharmaceutical Bottles](https://www.trendhunter.com/trends/pharmaceutical-bottle): 'The Med Label' Integrates an E-Ink Display for On-Demand Updates (Category: Lifestyle) Implication: The smart packaging solutions provided by E-Ink and Faubel offer disruptive innovation opportunities in the packaging industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)