Brands to increase investment in NFC and connected packaging in the coming months

A study by SharpEnd, Fedrigoni and Censuswide provides insights into connected solutions market trends in the UK and US for the first time.

SharpEnd, in partnership with Fedrigoni, presents its new Connected Experiences Report, a survey of senior executives from more than 1,000 global brands in the beverage, health and wellness, and FMCG sectors in both the US and UK. The study examines why and how brands engage their consumers through connected experiences.

96% of brands surveyed consider connected packaging an important component of their marketing strategy and 92% say that first party data, i.e. data collected directly by the brand through these technologies, is a key strategic pillar.

85% are willing to pay more to integrate NFC (Near Field Communication) elements into their products and, again, 85% will increase their investments in connected products in the next 12 months.

93% will use connected packaging solutions to contribute to their sustainability programs in the next two years; there is a strong conviction (85%) that connected packaging can help achieve ESG objectives.

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