Virtual & augmented reality in packaging

Reckitt and P&G are among the companies best positioned to take advantage of disruption of future virtual and augmented reality in packaging, according to a recently-released analysis.

The assessment comes from GlobalData’s ‘Thematic Research’ ecosystem, which ranks companies on a scale of one to five, based on their current ability to tackle challenges such as virtual and augmented reality. The table below shows how GlobalData analysts scored the largest packaging companies in the 12 months to the end of April on their virtual and augmented reality performance, as well as their numbers of new virtual and augmented reality jobs, deals and patents.

The final column in the table represents the companies’ overall scores when it comes to their current virtual and augmented reality position, relative to their peers. The other data points showcase recent virtual and augmented reality investments across a range of areas over the 12-month period.

These metrics, where available, offer an indication of whether virtual and augmented reality are front of mind for the company. However, high numbers in these fields could also represent attempts to catch up as much as genuine strengths in the areas. A high number of deals, for example, could either indicate a company’s dominance or that it is using M&A to fill in existing gaps.

This article is based on GlobalData research figures as of 6 May. For more up-to-date figures, check the GlobalData website.

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