A recent survey conducted by RRD, a U.S.-based provider of printing, packaging, and marketing services for major brands, involved 400 executives and managers in packaging, labeling, and supply chain sectors. The survey highlighted a significant gap between companies’ intentions and the full adoption of smart packaging. While awareness of the potential of these solutions is high, most industry leaders (84%) have not yet implemented connected packaging components or data-driven logistics systems. At the same time, sustainability remains a strategic priority for companies (74%), despite economic challenges and shifts in the global context. In essence, packaging does generate valuable information, but sharing and leveraging this data across business functions (marketing, logistics, production) is progressing slowly.
Future outlook for smart packaging
According to the RRD 2026 Integrated Packaging Report, over the next three years, most respondents expect to adopt smart packaging, integrating technologies such as RFID tags, QR codes, and other IoT-enabled tools. However, only a small portion have already started implementation, and among those not planning a transition in this period, half cited the complexity of IT systems or other corporate infrastructures as a barrier. At the same time, investments in artificial intelligence and data-driven tools are rapidly maturing, with respondents allocating funds to the Internet of Things (87%), predictive analytics (85%), and real-time visibility (84%).
The impact of e-commerce
The growth of e-commerce further pressures companies, as nearly all organizations surveyed operate through online channels, and 80% anticipate growth in this segment over the next three years. This increase requires the development of packaging optimized for direct-to-consumer fulfillment, with reliable traceability and smart labeling.
Sustainability as a strategic priority
The report emphasizes that sustainability is not just a general goal but a fundamental criterion in business decisions, influencing both product design and the selection of material suppliers. Internal sustainability objectives were cited as the main driver for packaging changes by 74% of managers, while nearly half expect sustainability and environmental regulations to influence operations over the next three years. AI use during this period will therefore focus on optimizing environmental performance. Additionally, 77% of respondents directly involved in packaging operations anticipate that their activities will help advance the company toward its sustainability goals, reinforcing environmental focus as a lasting operational priority- a trend also confirmed in the previous RRD 2024 Packaging & Labels Insight Report.
Preparing for change
Digital transformation is no longer a question of ‘if’ but of ‘when - said Lisa Pruett, President of Integrated Packaging, Labels, and Supply Chain at RRD - In the transition toward smart packaging, success depends more on the ability to organize and plan carefully than on speed. For most brands, this means adopting connected packaging solutions that enable full supply chain transparency, improve operational efficiency, and reduce environmental impact.
