Developing packaging with enhanced features helps organisations transition from a linear to a circular economy. The paper aims at mapping the barriers, incentives and potential outcomes which can be reached by organisations via such innovative packaging solutions and providing insights to researchers concerning the application of their knowledge in this complex field. Our study comprises 130 articles from 1991 to 2021, identified through a systematic review methodology. The evolution of intelligent packaging was classified and mapped taking into account the principles of circular economy, the main incentives and barriers which can help or hinder the upsurge of the packaging with enhanced features, and the potential outcomes that can be achieved by organisations. By using a Multiple Correspondence Analysis (MCA) combined with the Choice of Active Categories (COREM) approach, three clusters were identified: (i) buying process, (ii) value chain issues, (iii) collaborative issues. These clusters enable researchers to position their future contributions in the area and associated insights linked to new trends in the packaging field should facilitate managers in developing strategic pathways and supporting action research to enhance their packaging solutions. The paper also suggests to “decompose” the field, by starting with bottom-up studies with a circumscribed scope, and then synergically puts them together into a more general perspective.
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