In recent years, smart labels and packaging have seen a significant increase in adoption. The technology is now much more viable, which has led global brands to invest in its capabilities. To explore smart labeling and where the technology is heading in the future, L&NW recently caught up with Kirsten Newquist, CEO of Identiv.

L&NW: Where do you see brand demand for smart labels and packaging, and how has that changed in the last 5-10 years?

KN: Over the past decade, demand for smart labels and packaging has moved well beyond logistics and anti-counterfeiting. Brands are now turning to these technologies to deliver lifecycle transparency, meet regulatory requirements, and create more engaging consumer experiences.

One of the clearest examples of this shift is the soon-to-come EU Digital Product Passport (DPP) implementation. By requiring companies to document sourcing, sustainability data, and end-of-life instructions, the regulation is pushing brands to prepare now while also aligning with consumer expectations for accessible and trustworthy product information.

What makes this moment particularly significant is that the technology has finally caught up with the vision. Ultra-thin NFC inlays, BLE smart labels with sensors, and interoperable platforms are now proven, scalable, and cost-effective. As a result, adoption is accelerating in sectors such as retail and luxury goods, where embedding secure digital identities into packaging supports compliance while also unlocking consumer-facing experiences around authenticity, sustainability, and brand storytelling.

L&NW: How has the Walmart mandate impacted the growth or relevance of this market?

KN: Big-box retailers have always been catalysts for technology adoption, and Walmart’s influence serves as a prime example. As far back as 2003, the company asked its top suppliers to begin tagging pallets and cases with RFID, which was an early move that set the stage for how product-level insight could transform retail operations.

Fast forward to today, that leadership continues through Walmart’s ongoing RFID mandate, which has expanded in recent years to cover additional product categories and enhance item-level visibility. Through setting clear expectations for suppliers around labeling and data capture, Walmart has helped establish a new standard for real-time inventory management and supply-chain transparency. When a retailer of this scale advances connected packaging initiatives, it reinforces the business case and accelerates broader industry adoption through shared standards and proven performance.

Suppliers are adapting in step by modernizing their packaging strategies to stay competitive and capitalize on new efficiencies. Each wave of adoption driven by large retailers further advances innovation across the ecosystem, expanding the role of connected packaging in delivering measurable value and deeper consumer engagement.

Looking ahead, as retailers explore next-generation technologies such as BLE smart labels, similar ripple effects are likely to take place. By enabling sensor-based monitoring and richer IoT connectivity, BLE extends the benefits of RFID into new areas of product intelligence, transparency, and sustainability, all of which further solidify retail’s role as a driver of technology adoption across industries.

L&NW: From the converter standpoint, what are some important considerations to keep in mind?

KN: For converters, success begins with selecting the right inlay for the use case (whether RFID, NFC, or BLE) and ensuring it meets the durability demands of the product’s environment. That might mean accounting for materials, shapes, adhesives, or durability in cold-chain and outdoor conditions. Getting it right requires close collaboration with manufacturers and platform providers to balance performance, scalability, and cost.

Converters also need to factor in economics. Adding intelligence to packaging can range from about $0.05 to $2 or more per label depending on sensors, power requirements, and design complexity. While that’s an investment, converters play a critical role in helping brands see the return: fewer losses from counterfeiting and spoilage, better inventory and supply chain visibility, and streamlined compliance reporting. The long-term ROI extends beyond efficiency; smart packaging builds consumer trust and loyalty, which are critical value drivers that converters help make possible.

L&NW: What regulations should be considered when entering this market?

KN: One of the most important regulatory drivers right now is transparency implementation. The EU’s upcoming Digital Product Passport requirements, for example, will set a new standard, asking brands to document sourcing, sustainability attributes, and end-of-life instructions. To get ahead, companies should begin updating systems, work closely with supply chain partners, and test solutions well before compliance deadlines take effect.

Smart packaging is already proving to be an effective tool for compliance. Through partnerships like Identiv’s with Narravero, secure NFC inlays can be paired with platforms that manage DPP data, making it easier for brands to capture and share lifecycle information in clear, consumer-friendly formats. Beyond meeting regulations, this approach also helps companies strengthen transparency and build trust with their customers.

By combining compliance, authenticity, and transparency, smart packaging transforms regulation from a box-checking exercise into an opportunity to deepen trust and loyalty.

L&NW: How does NFC differ from RFID, and what are the benefits of going with NFC?

KN: NFC stands out for its ability to enable direct consumer interaction. Unlike static QR codes, which have a tendency to fade over time, NFC-enabled inlays are durable and designed for longevity. On top of that, NFC is built into nearly all smartphones (an estimated three billion NFC-enabled devices worldwide, according to a study conducted by ABI Research and NFC Forum), which means consumers can connect with packaging instantly through a simple tap without additional downloads or extra hardware. This makes NFC especially valuable for real-time authenticity checks, giving each product a secure digital profile that can be verified on the spot.

This capability is particularly important in sectors where trust is paramount such as luxury goods and wine. For example, Identiv’s work with ZATAP and Genuine-Analytics in the wine industry paired NFC tags with blockchain to authenticate both the bottles and the wine inside, protecting producers and buyers while creating a transparent digital record of provenance. When each product carries a digital identity like this, consumers know they can trust what they’re buying, and that confidence is what transforms one-time buyers into long-term customers.

L&NW: What can we expect in the future of retail and smart labels/packaging?

KN: We’re witnessing packaging rapidly shifting from a passive container to an intelligent touchpoint. Increasingly, products are carrying secure digital identities that connect them directly to a brand’s ecosystem, enabling seamless access to e-commerce, loyalty programs, promotions, and sustainability storytelling. Consumers expect real-time access to authentication, product details, and even post-purchase services like tap-to-reorder.

BLE smart labels will extend that value further by monitoring conditions such as temperature, humidity, or location across the supply chain. Looking ahead, Identiv is developing RFID, BLE, and sensor technologies that will make packaging smarter, and just as importantly, more transparent, sustainable, and engaging for consumers.