More responsive e-packaging on the horizon

IDTechex predicts that e-labels and associated e-packaging will become a new growth market, with strong demand for electronic labels that present information more clearly.

Peter Harrop, IDTechex chairman, told Food ProductionDaily.com that reel to reel production of electronics is making it possible to manufacture labels that have scrolling text with adjustable font size and electronic page turning to allow the consumer to have more control over how they access labelling information.

He said studies have indicated that one in three consumers currently has difficulty reading instructions on packaging:

“25 per cent of fully sighted consumers (FSC) cannot read or have difficulty reading food packets, cooking and other instructions, rising to 54 per cent of FSC over 75 years of age,” ​claims Vincent Wayne Mitchell, from the City University in London.

Sensory appeal​

However, Harrop said that the innovation in this sector is going far beyond the provision of clearer instructions, with printed electronics set to engage more of the human senses:

“Future labels will be able to sense when a consumer is near and emit an aroma such as coffee to encourage them to purchase the product,” ​said Harrop.

He added that the next generation printed electronics will also include reusable, reconfigurable and programmable labels, some of which are responsive and interactive such as moving colour pictures

“An example might be the use of printed labels on cereal boxes whereby a tear off device would include an interactive game aimed at children or a label or package that can project a brand’s TV advert,”​ said Harrop.

Economy of scale​

He claims that these e-labels, however, will only succeed if economy of scale is achieved by defining standard products acceptable across many applications and industries and if most people can use them, from children to the sick and elderly: “Otherwise the price of the e-labels will be too high for mass usage.”​

IDTechex is carrying out research into this new technology in order to establish common needs across industries, gain economy of scale and make the products affordable, claims Harrop.

E-labelling seminar​

The IDTechex chairman will be presenting at a RFID and smart packaging seminar in Dublin on 10 to 13 November.

Michael Pollack, seminar coordinator, said the objective of the four-day course is to inform participants about the new e-labels and e-packaging, and how they leverage their brand:

“Participants will learn how the technology works, who is involved, what is possible now and in the future.​

“Limitations, best practice and other aspects will be presented without being excessively technical, though detailed technical questions can be answered where necessary.”​

He said that attendees will hear about new pricing labels on products that are altered by radio, animated displays already sold on alcohol products and the Toppan playback e-paper sales in promotions in Japan.

Further information about the seminar can be found here​.