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

Date: March 1, 2014
Pages: 286
US$ 3,995.00
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Publisher: IDTechEx Ltd
Report type: Strategic Report
Delivery: E-mail Delivery (PDF), Hard Copy Mail Delivery

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

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

    1.1. Benchmarking validation of figures
    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
      1.3.1. 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
      1.4.1. 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
      1.5.1. New design paradigms
      1.5.2. Electronic graphic design
      1.5.3. Diageo needs
    1.6. Emerging Technologies, Business Drivers and Insights
      1.6.1. Displays
      1.6.2. Power
      1.6.3. Other components: Logic, sensors, conductive ink
    1.7. Market Background
    1.8. Feedback from Interviews with End Users


    2.1. Types of packaging
      2.1.1. Demographic timebomb
    2.2. Why progress is now much faster
      2.2.1. Using the nine human senses
      2.2.2. AstraZeneca Diprivan chipless RFID
    2.3. Why basic hardware platforms are essential
      2.3.1. Argument for printing standard circuits
      2.3.2. Touch and hearing
      2.3.3. Smell
    2.4. Why e-packaging has been slow to appear
      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


    3.1. Drivers
    3.2. End User Views - Application Needs
    3.3. End User Views - Technical Needs


    4.1. Safety
    4.2. Security and reducing crime
    4.3. Uniqueness/ product differentiation
    4.4. Convenience
    4.5. Leveraging the brand with extra functions, brand enhancement
    4.6. Merchandising and increasing sales
      4.6.1. Attracting attention
      4.6.2. Rewards
    4.7. Entertainment
      4.7.1. Touchcode
    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
    5.2. Solar bags
    5.3. Smart substrates
    5.4. Transparent and invisible electronics
    5.5. Tightly rollable electronics
      5.5.1. Fault tolerant electronics
    5.6. Stretchable and morphing electronics
    5.7. Edible electronics
    5.8. Electronics as art
    5.9. Origami electronics
    5.10. The package becomes the delivery mechanism
    5.11. Electronic release, dispensing and consumer information


    6.1. Winking image label
    6.2. Talking label
    6.3. Recording talking label
    6.4. Scrolling text label
    6.5. Timer
    6.6. Self adjusting use by date
    6.7. Other sensing electronics
    6.8. Moving color picture label
    6.9. Drug and cosmetic delivery system
    6.10. Ultra low cost printed RFID/EAS label


    7.1. Coming down market
    7.2. T-Ink and all the senses


    8.1. Examples of e-packaging and related uses with human interface
      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. 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


    9.1. Challenges of traditional components
    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. Paper vs plastic substrates vs direct printing onto packaging
      9.3.1. Paper vs plastic substrates
      9.3.2. Electronic displays that can be printed on any surface
    9.4. Transistors and memory inorganic
      9.4.1. Nanosilicon ink
      9.4.2. Zinc oxide based ink
    9.5. Transistors and memory organic
    9.6. Displays
      9.6.1. Electrophoretic
      9.6.2. Thermochromic
      9.6.3. Electrochromic
      9.6.4. Printed LCD
      9.6.5. OLED
      9.6.6. Electrowetting
    9.7. Energy harvesting for packaging
      9.7.1. Photovoltaics
      9.7.2. Other
    9.8. Batteries
      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
    9.10. Other important flexible components now available
      9.10.1. Capacitors and supercapacitors
      9.10.2. Applications for supercapacitors
      9.10.3. Resistors
      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
      9.11.1. Memristors
      9.11.2. Metamaterials
      9.11.3. Thin film lasers, supercabatteries, fuel cells


    10.1. NFC background
      10.1.1. 2010 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
    11.2. BASF, Germany
    11.3. Blue Spark Technologies, USA
    11.4. Canatu, Finland
    11.5. CapXX, Australia
    11.6. Cymbet, USA
    11.7. E-Ink
    11.8. Enfucell, Finland
    11.9. Excellatron, USA
    11.10. Fraunhofer Institute for Electronic Nano Systems (ENAS), Germany
    11.11. Front Edge Technology, USA
    11.12. Holst Centre, Netherlands
    11.13. Infinite Power Solutions USA
    11.14. Infratab, USA
    11.15. Institute of Bioengineering and Nanotechnology (AStar), Singapore
    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
    11.31. T-Ink
    11.32. VTT, Finland

    12. MARKET FORECASTS 2014-2024

    12.1. How printed electronics is being applied
    12.2. Surprisingly poor progress with low cost electronics so far
    12.3. Ultimate market potential
    12.4. E-packaging market 2014-2024
    12.5. Beyond brand enhancement
    12.6. Printed electronics market
    12.7. Battery market for small devices
    12.8. Printed electronics needs new design rules
    12.9. The emerging value chain is unbalanced

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