![]() |
市场调查报告书
商品编码
1822489
2032 年扩增实境包装市场预测:按组件、解决方案、部署模式、技术、最终用户和地区进行的全球分析Augmented Reality Packaging Market Forecasts to 2032 - Global Analysis By Component, Solution, Deployment Mode, Technology, End User and By Geography |
根据 Stratistics MRC 的数据,全球扩增实境包装市场预计在 2025 年达到 3.804 亿美元,到 2032 年将达到 5.873 亿美元,预测期内的复合年增长率为 6.4%。
扩增实境(AR) 包装将数位内容与实体产品包装结合,提升消费者参与度。用户可以使用智慧型手机或支援 AR 的装置扫描包装,以获得 3D 视觉效果、教学课程、游戏和宣传活动等互动体验。这项技术弥合了实体行销和数位行销之间的差距,为品牌提供了一种动态的方式来传达产品讯息、强化品牌形象并促进客户互动。 AR 包装将传统包装转变为消费者旅程中一个智慧、沉浸式的接触点。
提高消费者参与度和品牌忠诚度
透过将 3D 动画、产品教学和虚拟角色等互动元素融入包装,品牌正在将静态的容器转变为动态的故事讲述平台。随着消费者对个人化和引人入胜的购物体验的需求日益增长,AR 包装已成为在拥挤的零售环境中脱颖而出的有力工具。透过包装直接传递即时讯息和娱乐内容的能力正在重新定义品牌与消费者的沟通方式。
技术复杂性和整合问题
开发支援 AR 的包装需要软体开发人员、包装设计师和硬体製造商之间的协调,这可能会使生产计划变得复杂。此外,确保跨各种装置和平台的相容性也增加了另一层复杂性。小型品牌可能难以应对有效部署 AR 解决方案所需的高昂前期成本和技术专业知识。这些挑战可能会减缓 AR 的采用速度,尤其是在数位基础设施和技术劳动力有限的地区。
游戏化与互动式叙事
游戏化和故事主导行销的兴起为AR包装带来了丰厚的利润。透过将游戏般的功能和互动故事融入产品包装,企业可以创造令人难忘的体验,引发消费者的情感共鸣。这种策略对Z世代和千禧世代等较年轻的群体尤其有效,因为他们在与品牌互动时注重娱乐性和真实性。随着故事叙述在品牌形像中的重要性日益凸显,AR也成为多功能的媒介,能够传递引人入胜的故事,从而提升品牌的参与和忠诚度。
与其他数位行销工具的竞争
虽然AR套装拥有其独特的优势,但它们也面临来自其他数位行销管道的激烈竞争,包括社群媒体宣传活动、网红行销和行动应用程式。这些平台通常涵盖范围更广,内容传送也更灵活,对于预算有限的品牌来说,它们相当有吸引力。此外,如果不持续更新内容,AR套装可能会失去新鲜感,并降低其长期有效性。
新冠疫情加速了消费者互动向数位化优先的转变,间接推动了人们对AR包装的兴趣。由于实体零售互动受限,品牌转向AR来弥合线上线下体验之间的差距。包装成为虚拟产品演示、品牌故事和促销宣传活动的门户,帮助企业在封锁期间保持曝光。然而,供应链中断和行销预算削减暂时减缓了某些地区的AR应用。
预计软体领域将成为预测期内最大的领域
软体领域预计将在预测期内占据最大的市场份额,这得益于其在实现互动式体验方面发挥的重要作用。 WebAR 和无标记追踪技术的进步正在减少对专用应用程式的需求,简化消费者存取流程,并推动其普及。随着越来越多的企业寻求可扩展且可自订的 AR 解决方案,对强大软体基础设施的需求将持续增长,从而巩固其作为最大市场份额的地位。
预计 AR 工作室和创新服务部门将在预测期内实现最高的复合年增长率。
受客製化内容和身临其境型叙事需求日益增长的推动,AR工作室和创新服务领域预计将在预测期内实现最高成长率。这些服务涵盖从动画设计到互动式叙事开发的方方面面,帮助品牌打造与其身分和目标受众相符的独特体验。体验式行销和品牌娱乐的兴起正在推动对高品质AR内容的需求,使创新服务成为市场的关键成长引擎。
预计北美将在整个预测期内占据最大的市场份额,这得益于其先进的技术基础设施和强劲的消费者创新慾望。该地区强大的电商生态系统和较高的智慧型手机普及率为AR应用创造了理想的环境。食品饮料、化妆品和医药等领域的知名品牌正积极尝试AR包装,以提升顾客体验和品牌差异化。此外,大型AR软体开发商和创新工作室的存在也有助于该地区占据主导地位。
预计亚太地区将在预测期内实现最高的复合年增长率,这得益于数位化的快速发展、中阶人口的增长以及人们对智慧包装解决方案日益增长的兴趣。中国、印度和日本等国正在加大对零售和消费品领域AR技术的投资。政府为提高数位素养和创新水平而采取的措施也进一步推动了市场成长。该地区充满活力的消费群,加上对个人化和互动式购物体验日益增长的需求,为AR包装的蓬勃发展创造了肥沃的土壤。
According to Stratistics MRC, the Global Augmented Reality Packaging Market is accounted for $380.4 million in 2025 and is expected to reach $587.3 million by 2032 growing at a CAGR of 6.4% during the forecast period. Augmented Reality (AR) Packaging integrates digital content with physical product packaging to enhance consumer engagement. By scanning the packaging with a smartphone or AR-enabled device, users access interactive experiences such as 3D visuals, tutorials, games, or promotional offers. This technology bridges the gap between physical and digital marketing, offering brands a dynamic way to communicate product information, reinforce brand identity, and drive customer interaction. AR packaging transforms traditional packaging into a smart, immersive touchpoint in the consumer journey.
Increased consumer engagement and brand loyalty
By integrating interactive elements such as 3D animations, product tutorials, and virtual characters into packaging, brands are transforming static containers into dynamic storytelling platforms. As consumers increasingly seek personalized and engaging shopping experiences, AR packaging serves as a powerful tool to differentiate products in crowded retail environments. The ability to deliver real-time information and entertainment directly through packaging is redefining how brands communicate with their audiences.
Technological complexity and integration issues
Developing AR-enabled packaging requires coordination between software developers, packaging designers, and hardware manufacturers, which can complicate production timelines. Moreover, ensuring compatibility across various devices and platforms adds another layer of complexity. Smaller brands may struggle with the high upfront costs and technical expertise needed to deploy AR solutions effectively. These challenges can slow adoption rates, particularly in regions with limited digital infrastructure or technical workforce.
Gamification and interactive storytelling
The rise of gamification and narrative-driven marketing presents a lucrative opportunity for AR packaging. By embedding game-like features and interactive stories into product packaging, companies can create memorable experiences that resonate with consumers on an emotional level. This strategy is especially effective among younger demographics, such as Gen Z and Millennials, who value entertainment and authenticity in brand interactions. As storytelling becomes central to brand identity, AR offers a versatile medium to deliver compelling narratives that drive engagement and loyalty.
Competition from other digital marketing tools
While AR packaging offers unique advantages, it faces stiff competition from other digital marketing channels such as social media campaigns, influencer marketing, and mobile apps. These platforms often provide broader reach and more flexible content delivery, making them attractive alternatives for brands with limited budgets. Additionally, the novelty of AR packaging may wear off if not continuously updated with fresh content, reducing its long-term effectiveness.
The COVID-19 pandemic accelerated the shift toward digital-first consumer engagement, indirectly boosting interest in AR packaging. With physical retail interactions limited, brands turned to AR to bridge the gap between online and offline experiences. Packaging became a gateway to virtual product demonstrations, brand stories, and promotional campaigns, helping companies maintain visibility during lockdowns. However, supply chain disruptions and reduced marketing budgets temporarily slowed AR adoption in some sectors.
The software segment is expected to be the largest during the forecast period
The software segment is expected to account for the largest market share during the forecast perioddue to its foundational role in enabling interactive experiences. Advancements in WebAR and markerless tracking have reduced the need for specialized apps, streamlining consumer access and boosting adoption. As more companies seek scalable and customizable AR solutions, the demand for robust software infrastructure continues to grow, solidifying its position as the market's largest segment
The AR studio & creative services segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the AR studio & creative services segment is predicted to witness the highest growth rate driven by the increasing need for bespoke content and immersive storytelling. These services encompass everything from animation design to interactive narrative development, helping brands craft unique experiences that align with their identity and target audience. The rise of experiential marketing and branded entertainment is fueling demand for high-quality AR content, positioning creative services as a critical growth engine within the market.
During the forecast period, the North America region is expected to hold the largest market share attributed to its advanced technological infrastructure and strong consumer appetite for innovation. The region's robust e-commerce ecosystem and high smartphone penetration make it an ideal environment for AR adoption. Leading brands in sectors such as food & beverage, cosmetics, and pharmaceuticals are actively experimenting with AR packaging to enhance customer experience and brand differentiation. Additionally, the presence of major AR software developers and creative studios contributes to the region's dominance in this space
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGRfueled by rapid digitalization, expanding middle-class populations, and growing interest in smart packaging solutions. Countries like China, India, and Japan are witnessing increased investment in AR technologies across retail and consumer goods sectors. Government initiatives promoting digital literacy and innovation are further accelerating market growth. The region's dynamic consumer base, coupled with rising demand for personalized and interactive shopping experiences, is creating fertile ground for AR packaging to flourish.
Key players in the market
Some of the key players in Augmented Reality Packaging Market include Zappar, PTC (Vuforia), Blippar, Wikitude GmbH, Avery Dennison, HP Inc., WestRock, Snap Inc., Google LLC, Apple Inc., Meta Platforms, Inc., Nestle, Coca-Cola, PepsiCo, Tetra Pak, DS Smith, Crown Holdings, UniteAR, UnifiedAR, and Threekit.
In September 2025, Tetra Pak partnered with Swan Neck Bio to simplify fermentation scale-up for New Food producers. The DIRINOC(TM) starter culture reduces contamination risks and shortens development timelines.
In September 2025, UniteAR expanded its no-code AR platform for marketing, packaging, and education. New features include branded AR viewers and immersive storytelling tools. The company now supports over 94990 users across 175+ countries.
In July 2025, PepsiCo introduced its first-ever Prebiotic Cola, expanding into functional beverages. The product supports gut health and aligns with wellness trends. It's part of PepsiCo's strategy to diversify beyond traditional sodas.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.