Brand Enhancement by Electronics in Packaging 2012-2022

• Publication date: August 2011

IDTechEx's new report "Brand Enhancement by Electronics in Packaging 2012-022" reveals the global demand for electronic smart packaging devices is currently at a tipping point and will grow rapidly from $0.03 billion in 2012 to $1.7 billion in 2022. The electronic packaging (e-packaging) market will remain primarily in consumer packaged goods CPG reaching 35 billion units that have electronic functionality in 2022. E-packaging addresses t...

IDTechEx's new report "Brand Enhancement by Electronics in Packaging 2012-022" reveals the global demand for electronic smart packaging devices is currently at a tipping point and will grow rapidly from $0.03 billion in 2012 to $1.7 billion in 2022. The electronic packaging (e-packaging) market will remain primarily in consumer packaged goods CPG reaching 35 billion units that have electronic functionality in 2022.

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.

Electronics is already used in packaging from winking rum bottles and talking pizza boxes to aerosols that emit electrically charged insecticide that chases the bug. We even have medication that records 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 - is about to reduce costs by 99%. 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.

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
• And 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 2022.

All of these trends, including detailed ten year forecasts, are covered in the IDTechEx report "Brand Enhancement by Electronics in Packaging 2012-2022" www.IDTechEx.com/brand . The report reveals many ways in which brands can create a sharp increase in market share, customer satisfaction and profitability. 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. There are over 250 pages and a large number of original figures and tables - over 150. These detail market forecasts, statistics for associated industries, pros and cons, technology choices and lessons of success and failure - a lucid, compact analysis for the busy executive. There is much for both non-technical and technical readers.

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

It is also meant for organisations supplying, buying and using healthcare disposables. 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.

Electronic Component And Semiconductor Industry in the United States

Table of Contents
1. INTRODUCTION
1.1. Types of packaging
1.1.1. Demographic timebomb
1.2. Why progress is now much faster
1.2.1. Using the nine human senses
1.2.2. AstraZeneca Diprivan chipless RFID
1.3. Why basic hardware platforms are essential
1.3.1. Argument for printing standard circuits
1.3.2. Touch and hearing
1.3.3. Smell
1.4. Why e-packaging has been slow to appear
1.4.1. Inadequate market research
1.4.2. Lack of market pull
1.4.3. Wrong priorities by developers - engineering led design
1.4.4. Inadequate cost reduction
1.4.5. Odd inventions not economy of scale/hardware platforms
1.4.6. Failure to solve technical problems
1.4.7. Legal constraints
2. THE NEED FOR ELECTRONICS IN PACKAGING
2.1. Safety
2.2. Security and reducing crime
2.3. Uniqueness/ product differentiation
2.4. Convenience
2.5. Leveraging the brand with extra functions, brand enhancement
2.6. Merchandising and increasing sales
2.6.2. Attracting attention
2.6.3. Rewards
2.7. Entertainment
2.8. Error Prevention
2.9. Environmental aspects of disposal
2.10. Environmental quality control within the package
2.11. Quality Assurance
2.12. Consumer feedback
2.13. Removing tedious procedures
2.14. Cost reduction, efficiency and automated data collection
3. THE MAGIC THAT IS BECOMING POSSIBLE
3.1. New printed electronics products from Toppan Forms
3.2. Solar bags
3.3. Smart substrates
3.4. Transparent and invisible electronics
3.5. Tightly rollable electronics
3.5.1. Fault tolerant electronics
3.6. Stretchable and morphing electronics
3.7. Edible electronics
3.8. Electronics as art
3.9. Origami electronics
3.10. The package becomes the delivery mechanism
3.11. Electronic release, dispensing and consumer information
4. BASIC HARDWARE PLATFORMS NEEDED BY THE MARKET
4.1. Winking image label
4.2. Talking label
4.3. Recording talking label
4.4. Scrolling text label
4.5. Timer
4.6. Self adjusting use by date
4.7. Other sensing electronics
4.8. Moving color picture label
4.9. Drug and cosmetic delivery system
4.10. Ultra low cost printed RFID/EAS label
5. PRECURSORS OF IMPENDING E-PACKAGING CAPABILITIES
5.1. Coming down market
5.2. T-Ink and all the senses
6. EXAMPLES OF E-PACKAGING
6.1. Examples of e-packaging and related uses with human interface
6.1.1. Printed electronics magazine cover - Blue Spark, NTERA, CalPoly, SiCal, Canvas and Ricoh
6.1.2. Printed electronic greeting cards - Tigerprint, Nano ePrint, and Novalia
6.1.3. Cigarettes scrolling display - Kent
6.1.4. Talking pill compliance kit - MeadWestvaco
6.1.5. Monochrome reprogrammable phone decoration - Hitachi
6.1.6. Color reprogrammable phone decoration - Hewlett Packard and Kent Display
6.1.7. Rum winking segments - Coyopa
6.1.8. Talking pizza boxes - National Football League and Mangia Media
6.1.9. Batteries with integral battery tester - Duracell
6.1.10. Point of Sale Material - News Corporation and T-Ink
6.1.11. Place mats - McDonalds
6.1.12. Animation and sound - Westpoint Stevens
6.1.13. Board games become animated - Hasbro and Character Visions
6.1.14. Interactive tablecloth - Hallmark
6.1.15. Compliance monitoring blisterpack - National Institutes of Health/Fisher Scientific
6.1.16. Compliance monitoring blisterpack laminate - Novartis/Compliers Group/DCM
6.1.17. Smart blisterpack dispenser - Bang & Olufsen Medicom
6.1.18. Winking sign - ACREO
6.1.19. Compliance monitoring plastic bottle - Aardex
6.1.20. Talking medicine - CVS and other US pharmacies
6.1.21. Talking prizes - Coca-Cola
6.1.22. Beer package game - VTT Technology
6.1.23. Electronic cosmetic pack - Procter and Gamble
6.1.24. Cookie heater pack - T-Ink
6.2. Examples of e-packaging without human interface
6.2.1. Time temperature label - Findus Bioett
6.2.2. Anti-theft - Wal-Mart/Tyco ADT
6.2.3. Time temperature recorders - Healthcare shippers/KSW Microtec
6.2.4. Fly seeking spray - Reckitt Benkiser
6.2.5. RFID for tracking - Tesco & Metro/Alien Technology
6.2.6. Blisterpack with electronic feedback buttons - Kuopio University Hospital
6.2.7. Trizivir - AstraZeneca
6.2.8. Oxycontin - Purdue Pharma
6.2.9. Viagra - Pfizer
6.2.10. Theft detection - Swedish Postal Service and Deutsche Post
6.2.11. Blood - Massachusetts General Hospital
6.2.12. Real time locating systems - Jackson Healthcare Hospitals/Awarepoint
7. THE TOOLKIT OF ELECTRONIC COMPONENTS FOR E-PACKAGING
7.1. Challenges of traditional components
7.2. Printed and potentially printed electronics
7.2.1. Successes so far
7.2.2. Materials employed
7.2.3. Printing technology employed
7.2.4. Multiple film then components printed on top of each other
7.3. Paper vs plastic substrates vs direct printing onto packaging
7.3.1. Paper vs plastic substrates
7.3.2. Electronic displays that can be printed on any surface
7.4. Transistors and memory inorganic
7.4.1. Nanosilicon ink
7.4.2. Zinc oxide based ink
7.5. Transistors and memory organic
7.6. Displays
7.6.1. Electrophoretic
7.6.2. Thermochromic
7.6.3. Electrochromic
7.6.4. Printed LCD
7.6.5. OLED
7.6.6. Electrowetting
7.7. Energy harvesting for packaging
7.7.2. Photovoltaics
7.7.3. Other
7.8. Batteries
7.8.2. Single use laminar batteries
7.8.3. Rechargeable laminar batteries
7.8.4. New shapes - laminar and flexible batteries
7.9. Transparent batteries and photovoltaics - NEC, Waseda University, AIST
7.10. Other important flexible components now available
7.10.1. Capacitors and supercapacitors
7.10.2. Applications for supercapacitors
7.10.3. Resistors
7.10.4. Conductive patterns for antennas, identification, keyboards etc.
7.10.5. Programming at manufacturer, purchaser or end user
7.11. New types of component - thin and flexible
7.11.1. Memristors
7.11.2. Metamaterials
7.11.3. Thin film lasers, supercabatteries, fuel cells
8. SUPPLIER AND DEVELOPER PROFILES
8.1. ACREO, Sweden
8.2. BASF, Germany
8.3. Blue Spark Technologies, USA
8.4. CapXX, Australia
8.5. Cymbet, USA
8.6. DSM Innovation, Netherlands
8.7. E-Ink
8.8. Enfucell, Finland
8.9. Excellatron, USA
8.10. Fraunhofer Institute for Electronic Nano Systems (ENAS), Germany
8.11. Front Edge Technology, USA
8.12. Holst Centre, Netherlands
8.13. Infinite Power Solutions USA
8.14. Infratab, USA
8.15. Institute of Bioengineering and Nanotechnology (A*Star), Singapore
8.16. Konarka, USA
8.17. Kovio, USA
8.18. Massachusetts Institute of Technology USA
8.19. Mitsubishi, Japan
8.20. Nano ePrint, UK
8.21. NanoGram, USA
8.22. National Renewable Energy Laboratory NREL, USA
8.23. NEC, Japan
8.24. New University of Lisbon, Portugal
8.25. Novalia, UK
8.26. NTERA, USA
8.27. Oak Ridge National Laboratory, USA
8.28. Panasonic, Japan
8.29. Planar Energy, USA
8.30. Plextronics, USA
8.31. PolyIC, Germany
8.32. Power Paper, Israel
8.33. Prelonic Technologies, Austria
8.34. Printechnologics, Germany
8.35. PST Sensor, South Africa
8.36. Solarmer, USA
8.37. Solicore, USA
8.38. Soligie, USA
8.39. Sony, Japan
8.40. T-Ink
8.41. Waseda University, Japan
9. MARKET FORECASTS 2012-2022
9.1. Ultimate market potential
9.2. E-packaging market 2012-2022
9.3. Beyond brand enhancement
9.4. Printed electronics market
9.5. Battery market for small devices
EXECUTIVE SUMMARY AND CONCLUSIONS
APPENDIX 1: GLOSSARY
APPENDIX 2: IDTECHEX PUBLICATIONS AND CONSULTANCY

TABLES
1.1. Potential use of packages in exploiting and mimicking human senses.
6.1. Bioett first customers
7.1. Comparison between OLEDs and E-Ink of various parameters
7.2. Advantages and disadvantages of some options for supplying electricity to small devices
7.3. Comparison of flexible photovoltaics technologies suitable for brand enhancement
7.4. Printed and thin film battery product and specification comparison
7.5. Printed battery materials comparison
7.6. The half cell and overall chemical reactions that occur in a Zn/MnO2 battery
7.7. Comparison of the three types of capacitor when storing one kilojoule of energy.
7.8. Examples of energy density figures for batteries, supercapacitors and other energy sources
7.9. Where supercapacitors fit in
9.1. Consumer goods market for e-packaging 2012-2022, in millions of units
9.2. Total market for e-packaging 2012-2022 in millions of units
9.3. Global market for electronic smart packaging based on EAS or RFID in billions of units 2012-2022
9.4. Split of small device battery market in 2011 by type, giving number, unit value, total value

FIGURES
1.1. Dependent elderly as percentage of total population
1.2. Objectives of the EC Sustainpack project
1.3. Paper food package with printed touch sensor and animated display with sound playback produced under the Sustainpack project.
1.4. Diprivan® TCI tag construction
1.5. Tagged syringe and Diprifusor™
1.6. Learning from experience with the silicon chip
1.7. How printed standard platforms will progress
1.8. 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.
1.9. Interactive paper
1.10. Touch-sensor pads and wiring printed in interactive paper
1.11. Experimental set up and demonstration
1.12. Pressure sensitive film used in smart blisterpack by Plastic Electronic
1.13. Some successes with packaging electronics that does not employ transistors
1.14. Fully printed passive RFID, HurraFussball card bottom right
1.15. Talking/ recording circuit as used in pizza boxes and gift cards, including Hallmark
1.16. Talking circuit as used in pizza boxes and gift cards
1.17. 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.
1.18. 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
1.19. Box of cereal with moving colour displays as envisaged in "Minority Report"
2.1. CDT arguments for printed OLEDs
2.2. Interactive shelf-package concept
2.3. Concept of a disposable pack that can project a moving colour image onto a wall.
2.4. Speaking pot noodle that detects the hot water being applied and then monitors temperature or time.
2.5. Toppan Forms smart shop
2.6. Concept of a valuable packaging tearoff.
3.1. Card with no battery, the image being illuminated by RF power from an RFID reader
3.2. Flashing flexible OLED display at point of purchase POP
3.3. Light emitting business card with images that light up sequentially
3.4. Solar powered photo stand
3.5. Flat sheet type of charger that is flexible
3.6. OLED posters powered by flexible photovoltaics
3.7. Light emitting display with audio all powered by ambient light
3.8. Poster with electrophoretic display counting down to the arrival date of Beaujolais Nouveau.
3.9. Poster combining flashing LED with Toppan Forms Audio PaperTM sound
3.10. Battery charging brief case with organic flexible photovoltaic panel
3.11. Neuber's solar bag
3.12. Lamborghini solar bag
3.13. Mascotte DSSC solar bag
3.14. Odersun solar bag
3.15. Transparent electronics - a new packaging paradigm
3.16. Stretchable electronics developed at Cambridge University UK
3.17. Stretchable mesh of transistors connected by elastic conductors that were made at the University of Tokyo.
3.18. Reshaped electronics developed at Cambridge University UK.
3.19. Origami electronics
3.20. eFlow nebuliser as used by AstraZeneca - a candidate for cost reduction to the point where it is disposable and comes with the drug inside.
4.1. Ink in Motion
4.2. Voice recording gift tag by Talking Tags
4.3. Concept of a drug container that prompts
4.4. Concept of a voice recording gift pack.
4.5. Manually activated disposable paper timer for packaging
4.6. Concept of an electronic package that has a blinking display and various safety sensors.
4.7. Concept of packaging preventing a health risk
4.8. Electronic printed pain relief patch electronically delivering painkiller
5.1. Examples of electronic devices coming down market with packaging a next possibility
6.1. Scrolling display on Kent cigarettes
6.2. Reprogrammable electrophoretic decoration on Hitachi mobile phones only needs power when being changed
6.3. Reprogrammable color display on phone
6.4. Duracell batteries/Avery Dennison tester
6.5. National Institutes of Health/Fisher Scientific compliance monitoring blisterpack for Azithromycin trials, made by Information Mediary
6.6. Compliers Group/ DCM compliance monitoring blisterpack overlay with RFID
6.7. Bang & Olufsen Medicom compliance monitoring dispenser.
6.8. Aardex electronic plastic bottle for drug tablets
6.9. Pill bottle with smart label (printed prescription label not shown)
6.10. ScripTalk speaker
6.11. VTT Technology beer package game
6.12. Electrostatic cosmetic spray
6.13. The ionisation technology used for the application of the foundation is illustrated below.
6.14. Bioett biosensor TTR
6.15. Electrostatic insect-seeking fly spray in use
6.16. Can of insect-seeking fly spray
6.17. Knockdown efficiency of SmartSeeker®
6.18. Compliance monitoring blisterpack with electronic feedback
6.19. Tamper recording postal package
6.20. Paling Risk Scale for major transfusion hazards
6.21. SHOT project: cumulative data 1996 to 2001
6.22. Increasing errors within hospitals
6.23. Safe transfusion: Processes not just product
6.24. Automated warning generated when a possible mis-match of blood and patient occurs
6.25. RFID on blood container, next to interrogator
6.26. Blood labelled with RFID chip
7.1. Evolution of printed electronics geometry
7.2. Multilayer interconnect development at Holst Research Centre
7.3. TFT Structure Completely by Selective Area ALD
7.4. Categories of organic semiconductor with examples and a picture of a Plastic Logic printed organic transistor
7.5. The principle behind E-Ink's technology
7.6. Electrophoretic display on Esquire magazine October 2008
7.7. Electrophoretic display on pricing label
7.8. Electrophoretic display on key fob
7.9. Shelf edge labels using electrophoretic displays
7.10. Color electrophoretics by Fujitsu
7.11. Game in secondary packaging by VTT Technology using thermochromic display
7.12. ACREO PEDOT PSS electrochromic blue display with limited bistable capability. A different message appears when the reverse nine volts is applied.
7.13. Aveso display before the 1.5 volts bias is applied
7.14. Aveso display after the 1.5 volts bias is applied
7.15. How traditional electrochromic ink works
7.16. How Commotion proprietary inks work
7.17. Color LCD by photo alignment
7.18. Photo alignment of LCD
7.19. The HKUST optical rewriting
7.20. Color printable flexible LCD
7.21. Basic structure of an OLED
7.22. Process flow in manufacture of OLEDs
7.23. A Cambridge Display Technology colour OLED display
7.24. Comparison of different printing techniques for OLED frontplanes, as evaluated by Seiko Epson
7.25. Droplet driven electrowetting displays from adt, Germany
7.26. Energy harvesting challenges
7.27. 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
7.28. Power in use vs duty cycle for portable and mobile devices showing zones of use of single use vs rechargeable batteries
7.29. Enfucell SoftBattery™
7.30. Blue Spark laminar battery
7.31. Blue Spark battery printing machine
7.32. Power Paper battery cross section
7.33. Power paper battery and skin patch
7.34. Power Paper battery printing machine
7.35. Smart patches
7.36. Volumetric energy density vs gravimetric energy density for rechargeable batteries
7.37. Laminar lithium ion battery
7.38. Typical active RFID tag showing the problematic coin cells
7.39. Construction of a lithium rechargeable laminar battery
7.40. Reel to reel construction of rechargeable laminar lithium batteries
7.41. Infinite Power Solutions laminar lithium battery
7.42. Ultra thin lithium rechargeable battery
7.43. Construction of a thin-film battery
7.44. Battery assisted passive RFID label with rechargeable thin film lithium battery recording time-temperature profile of food, blood etc in transit
7.45. Flexible battery made of nanotube ink
7.46. Transparent flexible photovoltaics
7.47. Flexible battery that charges in one minute
7.48. E-labels with capacitor and no battery
7.49. Energy density vs power density for storage devices
7.50. Laminar supercapacitor one millimeter thick
7.51. Mobile phone modified to give much brighter flash thanks to supercapacitor outlined in red
7.52. Flexographically printed carbon resistors with silver interconnects
7.53. Actuator/ push button - two printed patterns folded together
7.54. Screen printed interconnects and actuator connects.
7.55. Other printed conductor pattern demonstrators
7.56. Printchenologics gaming card showing conductive pattern, and AirCode touch
7.57. Copper ink particles
7.58. Programmability of potential e-labels through the value chain
7.59. Memristor
7.60. Microwave metamaterial
8.1. Distribution and primary focus of 2250 developers of printed and potentially printed electronics. Many are developing a variety of printed components, their machinery or their materials.
8.2. Paper roulette card with simulated spinning wheel for game
8.3. ACREO development process
8.4. ACREO Technology
8.5. ACREO microphones
8.6. ACREO sensors
8.7. ACREO production
8.8. ACREO focus on e-packaging
8.9. Demonstrator organic transistor
8.10. The Cymbet EnerChip™
8.11. Thin-film solid-state batteries by Excellatron
8.12. Ultra low cost printed battery
8.13. NanoEnergy® powering a blue LED
8.14. DSP= digital signal processing.
8.15. New time temperature recording label from Infratab
8.16. Conventional and integrated OPV
8.17. NTERA electrochromic display on flexible film
8.18. New Planar Energy Devices high capacity laminar battery
8.19. PolyIC organic transistor circuits
8.20. Prelonic produces integrated and printed electronic modules
8.21. Prelonic Translator Module
8.22. Prelonic printed battery tester
8.23. Prelonic technologies GmbH Kwizzcard
8.24. Flexion ™
8.25. Waseda founder
9.1. Cost per square centimeter and functionality
9.2. Consumer goods market for e-packaging devices in numbers billion 2012-2022
9.3. Total market for e-packaging 2012-2022 in billions of units by market sector
9.4. Global market for electronic smart packaging based on EAS and RFID in billions of units 2012-2022
9.5. Market for printed and potentially printed electronics in 2011