Technology & Traceability – Consumer Food Trends with Innova Market Insights


Upon the announcement of their top food trends for 2021, we sat down with Innova Market Insights to explore some of the most pressing consumer desires shaping the flexible packaging industry. Read on to find out more about our most recent video series, Expert Insights: Consumer Food Trends.


This week, we’re joined by Market Analyst Akhil Aiyar from Innova Market Insights and Florian Constabel, Digimarc Team Manager with Wipak’s N.E.X.T. Centre for Packaging Innovation, to discuss what consumers and brands can gain from leveraging blockchain, AI, QR codes and digital watermarks. How can packaging technologies increase consumer engagement, brand and supply chain transparency, and pioneer smarter recycling in the move towards a sustainable future?


Wipak has been working with Digimarc since 2018 to develop innovative packaging solutions and applications with Digimarc Barcodes®. Digimarc also plays an integral role in the European Brand Association’s (AIM) HolyGrail 2.0 initiative, seeking to investigate whether digital watermarks could revolutionise the way packaging is sorted in the post-consumer waste management system. By accurately identifying and separating packaging into sorting streams, we can contribute to a circular economy where plastics are retained in the supply chain.


Watch the full discussion here: 


As a global leader in developing and manufacturing packaging solutions for the food and medical sectors, Wipak stays on top of the latest consumer and packaging trends thanks to Innova Market Insights. Find out how we are addressing these in our sustainable range and product offering here and get in touch today!


Innova Market Insights is a global knowledge leader in the food and beverage industry, whose customers are amongst the top 500 FMCG companies in the world.  Using advanced data analytics, they provide meaningful guidance on present and future trends in FMCG. Based in the Netherlands, Innova is valued for their local and regional knowledge insights. Find out more at

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