The importance of packaging functions is still growing and, consequently, the approach to packaging is more innovative and creative, resulting in the creation of packaging with innovative features in the form of active and intelligent packaging. This paper explores preferential packaging functions and preferences of customers according to intelligent and active packaging. The survey was conducted with 200 respondents, who can be defined as the millennials (people born in 1980-2000). This age group was chosen due to previous research results, which confirmed that intelligent and active packaging are most attractive for respondents of this age. Protection function is still perceived as the primary one and most importantly ensuring the freshness and shelf life of products. Respondents’ interest is slightly higher in active packaging as they extend the protection of the product and thus extend shelf life of the product, but also its safety. The analysis allows for more specific suggestions for active and intelligent packaging marketing with respect to the customers’ requirements.