Smart tag packaging technologies: A qualitative investigation of consumers' needs and expectations

In this paper, we attempt to better understand concerns, needs and expectations of European consumers towards the use of intelligent packaging technologies as this topic appears to need further investigation from a marketing point of view. Thus, this study contributes to the currently limited body of research on the application of smart tag technologies on food packaging by exploring information benefits to consumers and by providing insights for marketers on how these technologies could be further employed to create value for consumers, manufacturers and regulatory bodies. A qualitative user-centred approach was employed to get insights about consumers' shared views on future packaging solutions that could be introduced by European stakeholders of the food industry using different smart labels. Focus group discussions (FGDs) were conducted online in five European countries: United Kingdom, Finland, Spain, Poland and Iceland. Respondents indicated that food safety and quality were the most important issues connected to the food value chain. Participants also identified and expressed their preferences for information that stakeholders of the food industry should deliver with smart tag labels. Smart tag labels should inform consumers about ingredients, food storage, food preparation, shelf life, health, real-time freshness, recycling and personalised deals. In terms of preferences for different smart labels, participants indicated quick response (QR) codes and freshness indicators to be the technologies of the future for stakeholders of the food industry.