The aim of the paper was to analyze the potential of using intelligent food packaging in the market of AP Vojvodina. In the theoretical part of the paper, the basic properties of intelligent packaging and its importance in the process of packaging food products are presented. Particularly, the communication of intelligent packaging and packaged product with final consumers through the use of various sensors, data carrier devices and indicators is emphasized. On the basis of theoretical analysis, external limitations and advantages of using intelligent food packaging for final consumers and participants of the food supply chain are defined. In the empirical part of the paper, research was conducted on two stratified samples. The first stratum included 117 final consumers who were questioned about the importance of intelligent packaging for their habits, decisions and expectations in the food purchasing process. In the second stratum, consisting of participants in the food supply chain, on a sample of 51 companies, the external factors of limitation and expected benefits from the application of intelligent food packaging in the AP Vojvodina market were analyzed. The results of the study showed that the habits and expectations of final consumers are statistically significant in relation to the use of intelligent packaging in the food purchasing process. On the other hand, external limitations and expected advantages for food supply chain participants have a significant impact on the implementation of intelligent technology in food packaging. Based on the results obtained, a set of measures and incentives have been defined which the competent institutions and supply chain management have to take in order to benefit from the potential of intelligent food packaging. Suggestions for future research are outlined in the paper.