Sales for active packaging is expected to grow 8% annually—much higher than the demand growth for packaging in general—to approach $3.5bn by 2017. Esther Palevsky, analyst for marketing intelligence outfit Freedonia, said the increased demand is fueled in large part by creative product and technology introductions in the area.
“Ongoing innovations will likely result in the commercialization of new products and usage in applications that are currently unforeseen,” she said.
Technology and advancements
Active packaging goes beyond product protection and brand presentation to impart functions like moisture control. Intelligent packaging denotes features that deliver messages about product status, changes and other data.
While food and beverage has been the largest sector for active and intelligent packaging, pharma is the fastest-growing arena for such advanced packaging technology.
Intelligence and activity
Demand for intelligent packaging in specific is expected to grow by double-digit percentage each year, hitting $1.3bn by 2017. The field includes QR codes and printed electronics on packaging, time-temperature indicator labels and other features.
Growth in active packaging demand is expected to fall into a slower pace than intelligent packaging, but still attain a healthy level of $2.2bn by 2017. Areas seeing notable increases include gas-scavenger technology, susceptor packaging in microwaveable foods other than popcorn, and antimicrobial packaging.