Smart Packaging Comes To Market: Brand Enhancement with Electronics 2014-2024: IDTechEx

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Smart Packaging Comes To Market: Brand Enhancement with Electronics 2014-2024

The impending surge in e-packaging and intelligent packaging with printed and flexible electronics

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Electronics and electrics are already used in packaging, from winking rum bottles and talking pizza boxes to aerosols that emit electrically charged insecticide that chases the bug. Electronic medication packs record how much is taken and when and prompts the user. Reprogrammable phone decoration has arrived. But that is just a warm up. The key enabling technology - printed electronics - often used with other conventional electronics - can make new packaging and product features feasible. Consequently, many leading brand owners have recently put multidisciplinary teams onto the adoption of the new paper thin electronics on their high volume packaging. It will provide a host of consumer benefits and make competition look very tired indeed. This is mainly about modern merchandising - progressing way beyond static print - and dramatically better consumer propositions.
Consumer goods market for e-packaging devices in millions of units*
*For the full forecast data please purchase this report
Source: IDTechEx
This report reveals the global demand for electronic smart packaging devices is currently at a tipping point and will grow rapidly to $1.45 billion within 10 years. The electronic packaging (e-packaging) market will remain primarily in consumer packaged goods (CPG) reaching 14.5 billion units that have electronic functionality within a decade.
E-packaging addresses the need for brands to reconnect with the customer or face oblivion from copying. That even applies to retailer own brands. It addresses the ageing population's consequent need for disposable medical testers and drug delivery devices. Electronic packaging addresses the fact that one third of us have difficulty reading ever smaller instructions.
Main drivers of the rapid growth
The rapid growth will be driven by trials now being carried out by leading CPG companies and the rapid technical developments emanating for over 3000 organisations, half of them academic, that are currently working on printed and potentially printed electronics.
The six main factors driving the rapid growth of electronic smart packaging are:
  • Ageing population
  • Consumers are more demanding
  • Consumers are more wealthy
  • Changing lifestyles
  • Tougher legislation
  • Concern about crime and the new terrorism
There will also be growth from existing applications such as talking pizza boxes, winking logos on multipacks of biscuits and bottles of rum, compliance monitoring blisterpacks in drug trials, prompting plastic bottles of drugs that prompt the user, testers on batteries and reprogrammable decoration on mobile phones. However, IDTechEx's projected adoption only represents a few percent of CPG packages being fitted with these devices in 2024.
There are still many challenges to be addressed, including creating sustainable e-packaging products rather than one-off projects. Cost and lack of integrators and complete product designers are current limitations.
All of these trends, including detailed ten year forecasts, are covered in this IDTechEx report "Smart Packaging Comes To Market: Brand Enhancement with Electronics 2014-2024". The report reveals many ways in which brands can create a sharp increase in market share, customer satisfaction and profitability. It covers case studies of successes and failures and why.
To gain very high volume, and therefore lowest costs, by selling across all industries, basic hardware platforms such as the very low cost talking label must be developed. These are discussed. The detailed market forecasts, statistics for associated industries, pros and cons, technology choices and lessons of success and failure provide a lucid, compact analysis for the busy executive. There is much for both non-technical and technical readers. Forecasts are given in terms of number of units and total market value for each of the following:
  • Winking and decal refers to labels that wink an image on and off and reprogrammable decoration on mobile phones etc
  • Scrolling and page turn refers to text and graphics accessed by scrolling or page turning
  • Audio and timer refers to voice, music or alert sounds including those produced by timers or sensors
  • Status refers to visible indication of status as with the tester on a battery case and an indication of how much is left in an aerosol can
  • Other CPG
  • EAS (electronic article surveillance)
  • RFID drugs, postal, retail cases
  • RFID retail primary packs/item level
  • The impact of NFC on packaging
Who should buy this report?
The report is vital for those operating in the following roles:
  • Chief Executives
  • Brand Managers
  • Marketing and Business Planning Managers
  • Packaging Executives
  • Creative brand-facing media staff in fast moving consumer goods companies
  • Printed and hybrid electronics device providers - materials, manufacturing, components, integrators
The report is important for printers, packaging converters, label makers, electronics companies and those supplying electronic inks, paper and film. It will inspire those interested in the technology, marketing, investment, legal, regulatory, environmental and other issues. There are over 40 profiles of developers and suppliers of this "e-packaging" technology.
Analyst access from IDTechEx
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Further information
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Table of Contents
1.1.Benchmarking validation of figures
1.1.Total market for e-packaging devices 2014-2024 in millions of units, unit value and total value
1.1.Total market for e-packaging devices 2014-2024 in millions of units, unit value and total value
1.2.Consumer goods market for e-packaging 2014-2024, in millions of units
1.2.Consumer goods market for e-packaging devices 2014-2024 in millions of units
1.2.Market sub sectors merge
1.2.1.EAS and RFID
1.2.2.NFC in Smart Packaging
1.3.Reasons for the slow start
1.3.Global market for electronic smart packaging based on EAS and RFID in millions of units 2014-2024
1.3.Global market for electronic smart packaging based on EAS or RFID in millions of units 2014-2024
1.3.1.Unbalanced supply chain
1.3.2.Many examples of e-packaging
1.3.3.Little market pull
1.3.4.Tipping point
1.3.5.P&G and printed electronics
1.3.6.Using more of the human senses and in a better way
1.3.7.Reusable electronic packaging
1.3.8.Major adoption is certain now
1.3.9.The forthcoming e-Label
1.3.10.Technology push
1.4.Market drivers
1.4.Unbalanced supply chain for printed electronics
1.4.Potential use of packages in exploiting and mimicking human senses
1.4.1.Two routes for e-packaging
1.4.2.Price sensitivity
1.4.3.Basic hardware platforms are essential to achieve volume
1.5.New components and creative design
1.5.Ultimate Smart Packaging
1.5.Main factors driving the rapid growth of electronic smart packaging
1.5.1.New design paradigms
1.5.2.Electronic graphic design
1.5.3.Diageo needs
1.6.Emerging Technologies, Business Drivers and Insights
1.6.Toppan Forms Audio Paper
1.6.3.Other components: Logic, sensors, conductive ink
1.7.Market Background
1.7.T-Ink electronic graphic design elements - some examples.
1.8.Diageo needs for printed electronics
1.8.Feedback from Interviews with End Users
1.9.Global electrophoretic e-readers sales (in million units)
1.10.Examples of printed electronics creating new products
2.1.Types of packaging
2.1.Dependent elderly as percentage of total population
2.1.Potential use of packages in exploiting and mimicking human senses.
2.1.1.Demographic timebomb
2.2.Why progress is now much faster
2.2.Objectives of the EC Sustainpack project
2.2.1.Using the nine human senses
2.2.2.AstraZeneca Diprivan chipless RFID
2.3.Why basic hardware platforms are essential
2.3.Paper food package with printed touch sensor and animated display with sound playback produced under the Sustainpack project
2.3.1.Argument for printing standard circuits
2.3.2.Touch and hearing
2.4.Why e-packaging has been slow to appear
2.4.Diprivan® TCI tag construction
2.4.1.Inadequate market research
2.4.2.Lack of market pull
2.4.3.Wrong priorities by developers - engineering led design
2.4.4.Inadequate cost reduction
2.4.5.Odd inventions not economy of scale/hardware platforms
2.4.6.Failure to solve technical problems
2.4.7.Legal constraints
2.4.8.Lessons from brand enhancement of cars using printed electronics
2.5.Tagged syringe and Diprifusor™
2.6.Learning from experience with the silicon chip
2.7.How printed standard platforms will progress
2.8.Progress towards labels with many components printed on top of each other to provide multiple functionality such as the detergent that has sound and a winking logo
2.9.Interactive paper
2.10.Touch-sensor pads and wiring printed in interactive paper
2.11.Experimental set up and demonstration
2.12.Pressure sensitive film used in smart blisterpack by Plastic Electronic
2.13.Some successes with packaging electronics that does not employ transistors
2.14.Fully printed passive RFID, HurraFussball card bottom right
2.15.Talking/ recording circuit as used in pizza boxes and gift cards, including Hallmark
2.16.Talking circuit as used in pizza boxes and gift cards
2.17.Hybrid devices used in packages, where the use of non-printing processes, silicon chips and some conventional components limits their success due to price, weight and size
2.18.Remotely powered displays that could be used in packaging but a fully printed construction for the power supply not just the display is desirable for high volume use
2.19.Box of cereal with moving colour displays as envisaged in "Minority Report"
2.20.T-Ink ceiling cluster as used in the Ford Fusion car update from 2012
3.2.End User Views - Application Needs
3.3.End User Views - Technical Needs
4.1.CDT arguments for printed OLEDs
4.2.Interactive shelf-package concept
4.2.Security and reducing crime
4.3.Uniqueness/ product differentiation
4.3.Concept of a disposable pack that can project a moving colour image onto a wall
4.4.Speaking pot noodle that detects the hot water being applied and then monitors temperature or time
4.5.Leveraging the brand with extra functions, brand enhancement
4.5.Toppan Forms smart shop
4.6.Concept of a valuable packaging tearoff
4.6.Merchandising and increasing sales
4.6.1.Attracting attention
4.7.Touchcode application examples
4.8.Error Prevention
4.9.Environmental aspects of disposal
4.10.Environmental quality control within the package
4.11.Quality Assurance
4.12.Consumer feedback
4.13.Removing tedious procedures
4.14.Cost reduction, efficiency and automated data collection
5.1.Printed electronics products from Toppan Forms
5.1.Card with no battery, the image being illuminated by RF power from an RFID reader
5.2.Flashing flexible OLED display at point of purchase POP
5.2.Solar bags
5.3.Smart substrates
5.3.Light emitting business card with images that light up sequentially
5.4.Solar powered photo stand
5.4.Transparent and invisible electronics
5.5.Tightly rollable electronics
5.5.Flat sheet type of charger that is flexible
5.5.1.Fault tolerant electronics
5.6.OLED posters powered by flexible photovoltaics
5.6.Stretchable and morphing electronics
5.7.Edible electronics
5.7.Light emitting display with audio all powered by ambient light
5.8.Poster with electrophoretic display counting down to the arrival date of Beaujolais Nouveau
5.8.Electronics as art
5.9.Origami electronics
5.9.Poster combining flashing LED with Toppan Forms Audio PaperTM sound
5.10.Battery charging brief case with organic flexible photovoltaic panel
5.10.The package becomes the delivery mechanism
5.11.Electronic release, dispensing and consumer information
5.11.Neuber's solar bag
5.12.Lamborghini solar bag
5.13.Mascotte DSSC solar bag
5.14.Odersun solar bag
5.15.Transparent electronics - a new packaging paradigm
5.16.Stretchable electronics developed at Cambridge University UK
5.17.Stretchable mesh of transistors connected by elastic conductors that were made at the University of Tokyo
5.18.Reshaped electronics developed at Cambridge University UK
5.19.Origami electronics
5.20.eFlow nebuliser as used by AstraZeneca - a candidate for cost reduction to the point where it is disposable and comes with the drug inside
6.1.Ink in Motion
6.1.Winking image label
6.2.Talking label
6.2.Voice recording gift tag by Talking Tags
6.3.Concept of a drug container that prompts
6.3.Recording talking label
6.4.Scrolling text label
6.4.Concept of a voice recording gift pack
6.5.Manually activated disposable paper timer for packaging
6.6.Self adjusting use by date
6.6.Concept of an electronic package that has a blinking display and various safety sensors
6.7.Concept of packaging preventing a health risk
6.7.Other sensing electronics
6.8.Moving color picture label
6.8.Electronic printed pain relief patch electronically delivering painkiller
6.9.Drug and cosmetic delivery system
6.10.Ultra low cost printed RFID/EAS label
7.1.Examples of electronic devices coming down market with packaging a next possibility
7.1.Coming down market
7.2.T-Ink and all the senses
8.1.Bombay Sapphire with an EL display
8.1.Examples of e-packaging and related uses with human interface
8.1.Bioett first customers
8.1.1.Bombay Sapphire pack
8.1.2.Printed electronics magazine cover - Blue Spark, NTERA, CalPoly, SiCal, Canvas and Ricoh
8.1.3.Printed electronic greeting cards - Tigerprint, PragmatIC, and Novalia
8.1.4.Cigarettes scrolling display - Kent
8.1.5.Talking pill compliance kit - MeadWestvaco
8.1.6.Monochrome reprogrammable phone decoration - Hitachi
8.1.7.Color reprogrammable phone decoration - Hewlett Packard and Kent Display
8.1.8.Rum winking segments - Coyopa
8.1.9.Talking pizza boxes - National Football League and Mangia Media
8.1.10.Batteries with integral battery tester - Duracell
8.1.11.Point of Sale Material - News Corporation and T-Ink
8.1.12.Place mats - McDonalds
8.1.13.Animation and sound - Westpoint Stevens
8.1.14.Board games become animated - Hasbro and Character Visions
8.1.15.Interactive tablecloth - Hallmark
8.1.16.Compliance monitoring blisterpack - National Institutes of Health/Fisher Scientific
8.1.17.Compliance monitoring blisterpack laminate - Novartis/Compliers Group/DCM
8.1.18.Smart blisterpack dispenser - Bang & Olufsen Medicom
8.1.19.Winking sign - ACREO
8.1.20.Compliance monitoring plastic bottle - Aardex
8.1.21.Talking medicine - CVS and other US pharmacies
8.1.22.Talking prizes - Coca-Cola
8.1.23.Beer package game - VTT Technology
8.1.24.Electronic cosmetic pack - Procter and Gamble
8.1.25.Cookie heater pack - T-Ink
8.1.26.Sata Airlines - Ynvisible
8.2.Scrolling display on Kent cigarettes
8.2.Examples of e-packaging without human interface
8.2.1.Time temperature label - Findus Bioett
8.2.2.Anti-theft - Wal-Mart/Tyco ADT
8.2.3.Time temperature recorders - Healthcare shippers/KSW Microtec
8.2.4.Fly seeking spray - Reckitt Benkiser
8.2.5.RFID for tracking - Tesco & Metro/Alien Technology
8.2.6.Blisterpack with electronic feedback buttons - Kuopio University Hospital
8.2.7.Trizivir - AstraZeneca
8.2.8.Oxycontin - Purdue Pharma
8.2.9.Viagra - Pfizer
8.2.10.Theft detection - Swedish Postal Service and Deutsche Post
8.2.11.Blood - Massachusetts General Hospital
8.2.12.Real time locating systems - Jackson Healthcare Hospitals/Awarepoint
8.3.Reprogrammable electrophoretic decoration on Hitachi mobile phones only needs power when being changed
8.4.Reprogrammable color display on phone
8.5.Duracell batteries/Avery Dennison tester
8.6.National Institutes of Health/Fisher Scientific compliance monitoring blisterpack for Azithromycin trials, made by Information Mediary
8.7.Compliers Group/ DCM compliance monitoring blisterpack overlay with RFID
8.8.Bang & Olufsen Medicom compliance monitoring dispenser
8.9.Aardex electronic plastic bottle for drug tablets
8.10.Pill bottle with smart label (printed prescription label not shown)
8.11.ScripTalk speaker
8.12.VTT Technology beer package game
8.13.Electrostatic cosmetic spray
8.14.The ionisation technology used for the application of the foundation
8.15.Bioett biosensor TTR
8.16.Electrostatic insect-seeking fly spray in use
8.17.Can of insect-seeking fly spray
8.18.Knockdown efficiency of SmartSeeker®
8.19.Compliance monitoring blisterpack with electronic feedback
8.20.Tamper recording postal package
8.21.Paling Risk Scale for major transfusion hazards
8.22.SHOT project: cumulative data 1996 to 2001
8.23.Increasing errors within hospitals
8.24.Safe transfusion: Processes not just product
8.25.Automated warning generated when a possible mis-match of blood and patient occurs
8.26.RFID on blood container, next to interrogator
8.27.Blood labelled with RFID chip
9.1.Challenges of traditional components
9.1.Evolution of printed electronics geometry
9.1.Advantages and disadvantages of some options for supplying electricity to small devices
9.2.Comparison of flexible photovoltaics technologies suitable for brand enhancement
9.2.Multilayer interconnect development at Holst Research Centre
9.2.Printed and potentially printed electronics
9.2.1.Successes so far
9.2.2.Materials employed
9.2.3.Printing technology employed
9.2.4.Multiple film then components printed on top of each other
9.3.Comparison of the three types of capacitor when storing one kilojoule of energy
9.3.Paper vs plastic substrates vs direct printing onto packaging
9.3.Categories of organic semiconductor with examples and a picture of a Plastic Logic printed organic transistor
9.3.1.Paper vs plastic substrates
9.3.2.Electronic displays that can be printed on any surface
9.4.Examples of energy density figures for batteries, supercapacitors and other energy sources
9.4.The principle behind E-Ink's technology
9.4.Transistors and memory inorganic
9.4.1.Nanosilicon ink
9.4.2.Zinc oxide based ink
9.5.Where supercapacitors fit in
9.5.Transistors and memory organic
9.5.Electrophoretic display on Esquire magazine October 2008
9.6.Electrophoretic display on pricing label
9.6.4.Printed LCD
9.7.Energy harvesting for packaging
9.7.Electrophoretic display on key fob
9.8.Shelf edge labels using electrophoretic displays
9.8.1.Single use laminar batteries
9.8.2.Rechargeable laminar batteries
9.8.3.New shapes - laminar and flexible batteries
9.9.Transparent batteries and photovoltaics - NEC, Waseda University, AIST
9.9.Color electrophoretics by Fujitsu
9.10.Game in secondary packaging by VTT Technology using thermochromic display
9.10.Other important flexible components now available
9.10.1.Capacitors and supercapacitors
9.10.2.Applications for supercapacitors
9.10.4.Conductive patterns for antennas, identification, keyboards etc.
9.10.5.Programming at manufacturer, purchaser or end user
9.11.New types of component - thin and flexible
9.11.ACREO PEDOT PSS electrochromic blue display with limited bistable capability. A different message appears when the reverse nine volts is applied
9.11.3.Thin film lasers, supercabatteries, fuel cells
9.12.Color LCD by photo alignment
9.13.Photo alignment of LCD
9.14.The HKUST optical rewriting
9.15.Color printable flexible LCD
9.16.Basic structure of an OLED
9.17.Process flow in manufacture of OLEDs
9.18.A Cambridge Display Technology colour OLED display
9.19.Comparison of different printing techniques for OLED frontplanes, as evaluated by Seiko Epson
9.20.Droplet driven electrowetting displays from adt, Germany
9.21.Energy harvesting challenges
9.22.Rapid progress in the capabilities of small electronic devices and their photovoltaic energy harvesting contrasted with more modest progress in improving the batteries they employ
9.23.Power in use vs duty cycle for portable and mobile devices showing zones of use of single use vs rechargeable batteries
9.24.Enfucell SoftBattery™
9.25.Blue Spark laminar battery
9.26.Blue Spark battery printing machine
9.27.Volumetric energy density vs gravimetric energy density for rechargeable batteries
9.28.Laminar lithium ion battery
9.29.Typical active RFID tag showing the problematic coin cells
9.30.Construction of a lithium rechargeable laminar battery
9.31.Reel to reel construction of rechargeable laminar lithium batteries
9.32.Infinite Power Solutions laminar lithium battery
9.33.Ultra thin lithium rechargeable battery
9.34.Construction of a thin-film battery
9.35.Battery assisted passive RFID label with rechargeable thin film lithium battery recording time-temperature profile of food, blood etc in transit
9.36.Flexible battery made of nanotube ink
9.37.Transparent flexible photovoltaics
9.38.Flexible battery that charges in one minute
9.39.E-labels with capacitor and no battery
9.40.Energy density vs power density for storage devices
9.41.Laminar supercapacitor one millimeter thick
9.42.Mobile phone modified to give much brighter flash thanks to supercapacitor outlined in red
9.43.Flexographically printed carbon resistors with silver interconnects
9.44.Actuator/ push button - two printed patterns folded together
9.45.Screen printed interconnects and actuator connects
9.46.Other printed conductor pattern demonstrators
9.47.Printechnologics gaming card showing conductive pattern, and AirCode touch
9.48.Copper ink particles
9.49.Programmability of potential e-labels through the value chain
9.51.Microwave metamaterial
10.1.NFC background Turning Point
10.1.2.The biggest but least used RFID network today
10.1.3.Beyond payments and transit
10.2.Key adoption factors
10.2.1.Technologies to address challenges
10.3.Conclusions: NFC in Packaging
11.1.ACREO, Sweden
11.1.Distribution and primary focus of 3000 developers of printed and potentially printed electronics. Many are developing a variety of printed components, their machinery or their materials
11.2.Paper roulette card with simulated spinning wheel for game
11.2.BASF, Germany
11.2.T-Ink Key Metrics
11.3.Blue Spark Technologies, USA
11.3.ACREO development process
11.4.ACREO Technology
11.4.Canatu, Finland
11.5.CapXX, Australia
11.5.ACREO microphones
11.6.ACREO sensors
11.6.Cymbet, USA
11.7.ACREO production
11.8.ACREO focus on e-packaging
11.8.Enfucell, Finland
11.9.Excellatron, USA
11.9.Demonstrator organic transistor
11.10.The Cymbet EnerChip™
11.10.Fraunhofer Institute for Electronic Nano Systems (ENAS), Germany
11.11.Front Edge Technology, USA
11.11.Thin-film solid-state batteries by Excellatron
11.12.Ultra low cost printed battery
11.12.Holst Centre, Netherlands
11.13.Infinite Power Solutions USA
11.13.NanoEnergy® powering a blue LED
11.14.DSP= digital signal processing
11.14.Infratab, USA
11.15.Institute of Bioengineering and Nanotechnology (A*Star), Singapore
11.15.New time temperature recording label from Infratab
11.16.ISORG, France
11.17.Kovio, USA
11.18.Massachusetts Institute of Technology USA
11.19.MWV, USA
11.20.NEC, Japan
11.21.New University of Lisbon, Portugal
11.22.Novalia, UK
11.23.Plastic Logic, UK
11.24.PolyIC, Germany
11.25.PragmatIC Printing, UK
11.26.Printechnologics, Germany
11.27.PST Sensor, South Africa
11.28.Solarmer, USA
11.29.Soligie, USA
11.30.Thin Film Electronics, Norway
11.32.VTT, Finland
12.1.How printed electronics is being applied
12.1.How printed electronics is being applied to products
12.1.Consumer goods market for e-packaging 2014-2024, in millions of units
12.2.Global market for electronic smart packaging based on EAS or RFID in millions of units 2014-2024
12.2.Printed Electronics Applications
12.2.Surprisingly poor progress with low cost electronics so far
12.3.Ultimate market potential
12.3.Cost per square centimeter and functionality
12.3.Split of small device battery market in 2011 by type, giving number, unit value, total value
12.4.Consumer goods market for e-packaging devices 2014-2024 in millions of units
12.4.E-packaging market 2014-2024
12.5.Beyond brand enhancement
12.5.Global market for electronic smart packaging based on EAS and RFID in millions of units 2014-2024
12.6.Market for printed and potentially printed electronics in 2014
12.6.Printed electronics market
12.7.Battery market for small devices
12.7.The emerging value chain is unbalanced
12.8.Those going to market first move right
12.8.Printed electronics needs new design rules
12.9.The emerging value chain is unbalanced

Report Statistics

Pages 319
Tables 16
Figures 167
Forecasts to 2024

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