An online survey conducted across Denmark, Ireland, Spain, Italy, China and the United States assessed consumer preferences for active, intelligent and sustainable food packaging technologies[1]. The study’s authors were interested in understanding how consumers perceive different types of packaging, which they prefer and why.
Packaging has long been much more than just a cardboard box or a plastic bag
First and foremost, food packaging must contain and protect the packaged food so that its safety and quality are guaranteed. Moreover, packaging serves as a marketing tool that enhances brand messaging and boosts brand value.
That's how it used to be and still is. Today’s consumers are more discerning than ever; as a result, food packaging now provides consumers with a wide range of tangible benefits. It enhances product properties, such as shelf life and flavour retention. Innovation in biobased and recyclable packaging materials can also help in sustainability.
The packaging industry is fully aware of this and puts a lot of effort into creating packaging that is advantageous to consumers.
Active, intelligent and sustainable packagings
Active food packaging technologies aim to improve the performance of food. They extend its shelf life or preserve its quality, for example. Active packaging technology typically falls into two main categories: non-migratory and active release. Non-migratory packaging techniques aim to eliminate (absorb) undesirable substances like moisture and ethylene from the packaging environment while avoiding intentional migration. Conversely, active release packaging technologies enable deliberate transfer of substances into the packaging environment. This can benefit the food product, such as with antioxidants or flavour enhancers.
Intelligent food packaging technologies, on the other hand, focus on tracking and identifying modifications in food items, allowing them to transmit relevant data to customers. They include various indicators that monitor parameters, such as time–temperature, freshness, oxygen, and gas levels as well as sensors that follow up pH and moisture. Intelligent packaging also serves as a data carrier, such as RFID tags and QR codes. It provides real-time product information[2]. In contrast to traditional packaging, these technologies actively interact with the food item and/or its surroundings, enabling the transmission of valuable data (and advice) to consumers.
Furthermore, Chrysochou & Tiganis1 identify a third category, namely sustainable food packaging technologies. They are intended to improve the environmental impact of food packaging by including features such as recyclability and reusability, thereby fostering a circular value chain. Sustainable food packaging solutions are specifically designed to reduce the environmental footprint of materials; they do not fall under the umbrella of active and intelligent technologies.
Sustainable food packaging is described as an optimized, measured (quantified), and validated solution that considers the balance of social, economic, ecological, and safe implementations within the circular value chain, based on the entire life cycle of the food product-package unit[3]. This definition emphasizes the promotion of circular value chains through sustainable packaging technologies.
Results may differ greatly from expectations
According to the study, consumers tend to favour active packaging technologies that improve the quality and safety of food products. In general, intelligent packaging technologies receive the least favourable response; even the sustainable packaging technologies are rated higher than intelligent ones[1].
Interestingly, significant disparities emerged. In particular, in Europe, sustainable packaging technologies were favoured over intelligent ones, while in China and the United States, sustainable packaging technologies ranked near the bottom. The crosscountry differences suggest that cultural and regional factors may shape how consumers prioritize sustainability over other packaging technologies. In particular, Italian consumers stand out by showing the least preference for packaging solutions that extend the shelf life of products; these solutions fall under the umbrella of the active packaging technology group. Instead, Italian consumers display a marked preference for intelligent packaging technologies, bucking the wider trend.
Furthermore, there is a perception that active packaging techniques have a positive impact on sustainability, while intelligent technologies are believed to be the least effective in this regard. It seems that consumers recognise that sustainable packaging is not just about the materials involved. It’s also about how packaging interacts with food to reduce food waste. This understanding aligns closely with definitions of sustainable food packaging that emphasise its contribution to a circular value chain[3].
What lies in store for the future?
When considering the introduction or expansion of intelligent packaging technologies, companies must thoughtfully examine these challenges. Investing in information flow to the consumers seems necessary. Properly communicating the benefits and guaranteeing the value proposition (a marketing statement that summarizes why consumers should choose a particular product or service) of intelligent packaging are essential.
Effective communication and coordination (and, of course, cooperation) between industrial processes and consumer perception are vital for a promising future!
[1] Chrysochou & Tiganis (2025). Active, Intelligent or Sustainable? A Comparative Study of Consumer Preferences for Food Packaging Technologies. Packaging Technology and Science 0, 1-10
[2] Thirupathi Vasuki et al. (2023). Smart packaging—An overview of concepts and applications in various food industries. Food Bioengineering, 2(1), 25-41
[3] Dörnyei et al. (2023). Sustainable food packaging: An updated definition following a holistic approach. Frontiers in Sustainable Food Systems, 7, 1119052
