NanoPack project conducted a detailed research on the acceptance of new active food packaging technologies among consumers and retailers, in order to assess how end-users perceive nanotechnology and its benefits. The research has been carried out by organizing 10 focus groups, and interviews have been taken from consumers and retail managers in China, Spain, Italy, Denmark and Ireland. The results show that consumers were not concerned with the nanotechnology aspect and interviewees expressed more concern over the inclusion of essential oils and the active nature of this technology. In addition, the consumers expressed concern that food products may contaminate or alter after the active component was released in the packaging atmosphere. The research further showed that retailers concerned about new technologies ability to meet product safety criteria and capacity to align with the strategy and internal processes of the company.