Smart Packaging Tech

Next-gen packaging solutions for enhanced product tracking, inspection solutions and freshness monitoring

Overview

Smart Packaging Tech includes use of technologies such as AI/ML, IoT, computer vision, and advanced design technologies to design, fabricate, manufacture, and deliver smart packaging solutions to assist in product tracking, sustainability, and freshness monitoring. Consumers’ shift toward minimalism and efficiency in packaging design reflects changing consumer preferences and the drive for cost-effectiveness and environmental responsibility.

Meanwhile, customer demand for convenience, an increase in security concerns (the need for anti-counterfeit and anti-theft measures), and the requirement to track goods along the supply chain have driven demand for smart packaging. Sustainability concerns have also played an integral part in the evolution of these solutions, prompting businesses to adopt new business models like reusable packaging and custom designs to cut down on waste. Further, smart packaging technologies also include self-heating packages like heat cans and temperature-controlled food boxes.

Industry Updates

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Market Sizing

The US Smart Packaging Tech market could reach USD 15.4 billion–18.3 billion by 2028

Conservative case

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Base case

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Expansion case

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Use cases


Packaging Tech solutions have been widely adopted in various industries, particularly in the consumer discretionary and consumer staples sectors. These include retailers of packaged and bottled goods including food and beverages, household, personal care, and other FMCG products, as well as foodservice firms, including restaurants and coffee shops.

The primary use cases revolve around packaging traceability and analytics technologies, which increase supply chain visibility and efficiency. Meanwhile, the adoption of reusable packaging solutions reduces environmental impact and improves sustainability across industries.

We have identified key Packaging Tech use cases below:

Market Mapping


Disruptors in the industry operate across all five segments, where most focus on reusable packaging and market platforms that connect package suppliers with small and medium-sized enterprises (SMEs). The reusable packaging segment has attracted significant funding in recent years, with companies such as Boox and BIBAK leading the funding rounds in recent years. For instance, a highly funded startup in our industry scope, Williot directly competes with incumbents by offering innovative tags for package traceability.

The package design and inspection segment has significant incumbent activity led by key players such as TriVision, Krones, and EPIC Vision Systems, which provide specialized computer vision systems and direct-to-shape printing. Other notable incumbents like Avery Dennison and Identiv provide industry-leading RFID and NFC sensors for package traceability.

Self-chilling and self-heating packages have trended due to consumer demand for convenience and instant temperature control. However, only a few players like HeatGen offer solutions because of the high costs and complex technology associated with these packages.

The Disruptors


Disruptor activity can be primarily found in the Reusable packaging, Online marketplaces, and Self-chilling and self-heating segments where incumbent activity is limited. Startups like Pyxo and Bibak are creating packages that can be reused while reducing wastage. LivingPackets also makes special boxes that not only can be reused many times but also include package tracking. Startups in the Rreusable packaging segment have been the biggest contributors to funding, especially in recent years.

Startups  assists small brands with custom packaging solutions and provides end-to-end services including warehousing consultancy and order financing; an example is Packhelp, which raised USD 45.6 million and is considered the highest funding raised by a startup in this segment. Other disruptors like Heatgen are manufacturing packages for food and drinks that can control temperature; with a simple twist, consumers can activate HeatGen's technology to heat beverages to the required temperature in less than two minutes.

Funding History

Competitive Analysis


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Product Overview
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Product Metrics
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Company profile
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Incumbents


Incumbents in this space specialize in the hardware-heavy packaging aspects, such as inspection, design, and quality control. Companies like TriVision, Krones, Cognex, and EPIC Vision Systems are leading players in the packaging inspection domain, offering a range of equipment and software tailored for comprehensive verification tasks. Moreover, the package printing sub- segment attracts significant attention and investment from major companies, with Fujifilm and Tonejet leading the space offering digital printing and ink solutions.

Further, incumbents like Avery Dennison and Pragmatic Semiconductor are enhancing product traceability and identification by incorporating advanced sensors like RFID and NFC tags.

These incumbents' most common growth strategy is through in-house developments that complement their existing product portfolios. Acquisitions and partnerships with startups are also actively evident in this space to improve geographical reach and further develop and integrate their products.

In House Development
M&A
Partnership
Investment
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Notable Investors


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Market Sizing

The US total addressable market for Smart Packaging Tech is estimated at USD 52.6 billion

The total addressable market (TAM) refers to the total revenue opportunity available for a product or service, while the actual market is the market size based on revenue projections.
The TAM for the Smart Packaging Tech market is estimated at USD 52.6 billion. This comprises 1) USD 45.2 billion for packaging traceability and analytics, 2) USD 6.0 billion for reusable packaging (comprising USD 4.5 billion for reusable food and USD 1.5 billion for reusable transport packaging), and 3) USD 1.4 billion for self-heating packages. We have not sized the online marketplaces and packaging design and inspection segments due to the limited information and since no pure-play companies are present in this space.
See Appendix for the breakdown of assumptions for TAM estimates.
The TAM and actual market estimates are presented as annual recurring revenue (ARR). The actual market for Smart Packaging Tech in the US in 2023 is estimated at USD 10.0 billion in 2023, indicating a penetration of 19.0%. The market is expected to grow at a five-year compound annual growth rate (CAGR) of 11.0% over 2023–2028 to reach USD 16.8 billion in 2028, which will translate to an annual penetration rate of 32.0%.
Summary
Our conservative case expects the market to grow at a five-year CAGR of 9.1% to reach USD 15.4 billion by 2028 (29.3% penetration rate). Slower growth may result from slower end-user adoption, which, in turn, hinders enterprise investment in the space. This could be due to the cost of switching to recyclable packaging and hygiene- and space-related constraints.
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