The Art of Packaging – Part 5
Digital connectivity as a driver: Connectivity is changing our consumer behaviour and business
The megatrend of connectivity describes the rapidly growing networking of people, devices and systems through digital technologies. This development is revolutionising our communication, work methods, consumption habits and the organisation of our daily lives. It becomes clear that the digital transformation is less driven by technical innovations and more by social resonance. Digital connectivity is breaking up old societal structures, exploding the possibilities of communication and creating an unprecedented level of complexity.
The fifth part of our series 'The Art of Packaging' therefore deals with connectivity and its effects on consumer behaviour, packaging and design.
The trend continues to grow
According to the Global Digital Report 2023 by 'We Are Social und Hootsuite', over five billion people worldwide use the internet, which is about 63% of the global population. In Germany, Internet penetration is about 96%. According to the same source, 92% of internet users worldwide use it via mobile devices. In Germany, the proportion of mobile internet users is about 88%.
To conclude: Consumers are more informed, connected and demanding than ever before, forcing companies to be more agile, transparent and customer-oriented.
The younger generation is especially open to new technologies. According to Kantar Profiles / Mintel, February 2024, over a third of 16- to 34-year-olds would follow the recommendations of artificial intelligence on healthy eating. Almost half of them would have no problem being supported by it in choosing life partners.
Artificial intelligence on the rise
These statistics clearly illustrate how connectivity profoundly influences our consumer behaviour. Considering the rapid learning ability of artificial intelligence and the continuous improvement of its results, it is likely that these numbers will continue to rise. Future generations will also give AI more space in their lives. Just as the internet had many sceptics in its early days, who were ultimately convinced by its practicality and speed, AI will likely find its place in our daily lives.
For this reason, today's consumers are more informed, connected and demanding than ever before. This development has forced companies to continuously adapt and establish an agile, transparent and customer-oriented way of working.
What can connectivity cause to move in the packaging industry?
The megatrend of connectivity has diverse impacts on the packaging industry, which will be significant both today and tomorrow. It leads to more efficient, sustainable and safer packaging solutions and opens up new opportunities for customer interaction and market positioning.
Smart packaging:
Product protection and authentication:
Sensors:
Reducing the ecological footprint:
Design and AI – a connection for the future?
In the packaging industry, the integration of design and AI goes far beyond aesthetics. This connection drives innovation and creates added value for consumers and businesses alike. According to McKinsey's ‘Global Survey on AI’, the use of AI has more than doubled since 2017. In the packaging industry, the use of AI reached a value of 2.3 billion US dollars in 2022, and is expected to continue to increase over the next ten years.
The benefits of artificial intelligence can be felt throughout the packaging industry. Technologies such as machine learning, natural language processing and computer vision will revolutionise the industry in several areas, including production, environmental responsibility and packaging design.
Why AI takes packaging design to the next level
In his article on packreport.de, editor Matthias Laux describes how artificial intelligence will significantly change packaging design. Many creators and designers see AI as a pioneer for more efficient processes and better results. According to him, the use of artificial intelligence allows repetitive tasks of the development process to run automatically, analyses can be carried out more efficiently and innovative solutions are found more quickly. And AI can respond more quickly to changing market requirements, promising a real competitive advantage for brands.
PACOON developed three design examples on Pure-Pak®-packaging.
Personalized Packaging through AI:
Thanks to data-driven approaches, packaging can be individually designed to address specific target groups or convey personalized messages. Here, consumers can create packaging online for a personalized iced tea with their likeness. The flavor components are selected with a click. AI puts the drink together according to the selection criteria. The image is uploaded. The packaging is then digitally printed.
Interactive packaging with QR codes:
Consumers could gain exciting insights into the product with the help of QR codes, such as information about its origin, ingredients or possible uses. This would not only promote trust, but could also strengthen brand loyalty. A good example of this is the ‘fitness shake’, which would be linked to a fitness portal and thus serve as a useful service and complement to a healthy lifestyle.
Interactive packaging supported by augmented reality (AR):
By scanning the packaging, AR provides additional information or brings the product to life with animations. In this example, the figure explains the benefits of fermented kefir water directly on the packaging. This would save customers and companies the need for special apps or websites, and the beverage experience would become even more colourful.
Outlook
In the next article in our series “The Art of Packaging”, we look at the topic of packaging psychology and the strategies and considerations behind successful packaging design.
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New on the shelf
Farm Dairy, Netherlands
Farm Dairy has launched its first plant-based milk alternatives in the Netherlands in 750ml Pure-Pak® Sense. Since the beginning of February, three plant-based yoghurts from Picnic’s own “Nogurt” brand have been available exclusively through the Picnic app. Further plant-based product launches for a range of Dutch retail brands are already planned. With both fresh and long-life milk alternatives, Farm Dairy is firmly positioning itself as an accelerator of the protein transition in the Netherlands.
Niehoffs Vaihinger Fruchtsaft, Germany
The best of juice and oats – the fruit oat drinks Youce by Vaihinger combine tropical fruit flavors with the nutritious qualities of oat drinks. The fruity new product is now available in the flavors orange-mango and cherry-pomegranate in Elopak’s 750ml Pure Pak Classic carton. Whether pure, in muesli or as a snack – in a consumer test, more than 80 percent of the test subjects attested to a high purchase probability.
Co-op, UK
In January 2025, the British retailer Co-op introduced its own-brand detergents in 750ml D-PAK™ cartons throughout the country. By switching from plastic bottles to cardboard packaging, the company is saving around 80 percent on plastic annually. Since the D-PAK™ cartonboard is 45 percent lighter than plastic bottles and can be transported more efficiently, the switch also results in significant logistical savings.
Utsikt, Norway
The Norwegian company DRIV Energi has been marketing a sustainable alternative to plastic packaging since October 2024 with its Utsikt windshield wiper fluid in cartons. The 2-liter D-PAK™ saves 50 grams of plastic and 300 grams of CO2 per carton. Customers appreciate the recyclability and easy handling, especially the ease of pouring.