Authentication and Brand Protection Market by Technology (Overt, Covert, Digital, Forensic), Offering (Security Labels, Holograms, RFID/NFC, Barcodes, QR Codes), Authentication Mode (Smartphone, Blockchain), Application, Region - Global Forecast to 2028
[216 Pages Report] The global authentication and brand protection market is estimated to be worth USD 2.9 billion in 2023 and is projected to reach USD 4.3 billion by 2028, at a CAGR of 8.3% during the forecast period. Increasing need for preserving brand reputation, ensuring consumer safety, maintaining legal compliance, and safeguarding intellectual property rights as well as rising cases of counterfeiting and piracy of products in various applications such as pharmaceutical, food & beverage and electronics are some of the major factors driving the authentication and brand protection market growth globally.
Authentication and Brand Protection Market Forecast to 2028
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Authentication and Brand Protection Market Trends
Driver: Emergence of Trace and Track Technologies
Various emerging technologies, such as blockchain, are used for traceability in the supply chain. Blockchain functions like a database, holding information in a digital ledger consisting of individual blocks, with each new transaction added to the chain. Traceability technologies allow users to get the entire detailed data of the supply chain, which offers valuable and actionable insights, which, in turn, influences a company’s efficiency, transparency, and profitability. Apart from the authentication of the product, blockchain also helps trace the origin of the product and track it through the entire logistical chain. It helps manufacturers maintain an efficient supply chain and check whether the product has been delivered to the right location within the required time. The data obtained from track & trace technologies also helps companies analyze their best functioning depots, distributors, and identify efficient supply routes.
Restraint: Limitations of Existing Technologies
The conventional technologies employed for authentication, such as RFID, barcodes, and holograms, have inherent limitations that can be exploited by counterfeiters. For example, 2D codes, including QR codes, can be easily copied. A simple replication of a QR code duplicates its full functionality, making it difficult for QR code readers to differentiate between the original and copied codes.
Holograms, which are integrated into many security-sensitive products like credit cards and banknotes, possess intricate details, structures, and reflective characteristics that are challenging to replicate. Despite advancements in hologram technology, their primary function remains cosmetics. Counterfeiters, through careful study, can deceive non-experts, as they can order branded and customized holograms of any shape, size, and design, making it nearly impossible to detect a counterfeit hologram.
Opportunity: Development of Remote Authentication Solutions
As reported by the OECD and the European Union's Intellectual Property Office, the trade in counterfeit and pirated goods has reached approximately 3.3% of global trade. Based on customs seizure data, the estimated value of globally imported counterfeit goods in 2019 was around USD 509 billion. Several companies are offering remote authentication solutions to combat counterfeiters in response to this issue. With remote authentication, users can scan product images and upload them to a company's website to determine the authenticity of the product. This technology, developed by AlpVision, aims to reduce counterfeiting in the market.
Challenge: Constant evolution of counterfeiting and fraudulent practices
As counterfeiters become more sophisticated in their methods, it becomes increasingly challenging for businesses to develop effective and foolproof authentication solutions. The rapid growth of online marketplaces and digital platforms also presents a challenge, as it provides a convenient avenue for counterfeiters to distribute their fake products globally. Additionally, the global nature of supply chains and the prevalence of cross-border trade make it difficult to track and control the movement of counterfeit goods. Businesses operating in the authentication and brand protection market must continuously innovate and adapt their solutions to stay ahead of counterfeiters while also collaborating with regulatory bodies, industry associations, and technology providers to tackle this ongoing challenge.
Ecosystem Of Authentication and Brand Protection Market
Authentication and Brand Protection Market: Key Trends
The prominent players in the authentication and brand protection market are Authentix, Brady, DE LA RUE, Avery Dennison, WiseKey, Infineon, Centro Grafico and Sunchemicals and so on. These authentication and brand protection companies boast anti-counterfeiting and tracking and tracing trends with a comprehensive product portfolio and geographic solid footprint.
Overt technology to account for the largest share of the authentication and brand protection market in 2028.
Usage of authentication solutions has resulted in the emergence of multiple authentication and brand protection technologies. Among these, overt technology has established itself as a prominent technology in the authentication and brand protection market. Overt is expected to dominate during the forecast period as they are typically more affordable compared to covert (hidden) or forensic measures. Authentication and brand protection offerings with covert technology can be integrated into product packaging or labels without significant additional production costs. This cost-effectiveness makes overt measures a practical choice for many brands, leading to their higher market share. All these factors are expected to surge the market growth for overt authentication and brand protection technology during the forecast period.
QR Code segment to contribute largest market share in the authentication and brand protection market during forecast period.
In 2023, QR Codes is expected to grow at the fastest rate during the forecast period as it offers a convenient and versatile solution for product authentication, enabling consumers to quickly verify the genuineness of a product using their smartphones. QR codes effectively track and trace products throughout the supply chain, helping brands monitor and prevent counterfeiting or gray market activities. Also, advancements in technology have made QR code scanning accessible to a wide range of users, contributing to their rapid adoption, and making them a cost-effective and scalable option for brand protection. All these factors are expected to provide a significant surge for QR Codes in in the authentication and brand protection market.
The pharmaceutical application to register highest CAGR as well as market size in the authentication and brand protection market during the forecast period.
The pharmaceutical application is expected to dominate the authentication and brand protection market with the highest market size in 2028 and is expected to grow at a significant CAGR during the forecast period. In pharmaceutical applications, authentication and brand protection is crucial as counterfeit pharmaceutical products not only jeopardize patients health but also tarnish the reputation of pharmaceutical companies. Robust brand protection measures are necessary to safeguard intellectual property, comply with regulations, prevent revenue loss, and combat the distribution of counterfeit drugs. By preserving the authenticity and quality of their products, pharmaceutical companies can instill confidence in healthcare professionals and patients, and ultimately contribute to the well-being and trustworthiness of the entire pharmaceutical industry. All these factors is expected to escalate the demand for authentication and brand protection offerings in pharmaceuticals in the authentication and brand protection market.
Furthermore, pharmaceuticals are subject to stringent regulations to ensure drug safety, efficacy, and quality. Brand protection measures help companies comply with regulatory requirements and demonstrate their commitment to patient safety and regulatory compliance. These factors are fueling the authentication and brand protection market growth.
North America held the largest market share of the authentication and brand protection market in 2028
North America accounted for the largest market share of the authentication and brand protection market in 2028. North America is one of the prominent regions for pharmaceutical and food & beverage applications. Various companies in North America are investing and focusing on the development novel authnetication and brand protection techonology. The presence of key players in this region, along with a large customer base, is among the major factors driving the authentication and brand protection market in North America. Additionally, rules and regulations implemented in the countries of the region to check counterfeiting activities have been fostering market growth in the region. All these factors are driving the growth of the authentication and brand protection market in the region.
Authentication and Brand Protection Market by Region
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Key Market Players
The major authentication and brand protection equipment providers in the authentication and brand protection market include Authentix, Brady, DE LA RUE, Avery Dennison, WiseKey, Infineon, Centro Grafico and Sunchemicals and so on. These authentication and brand protection companies have used both organic and inorganic growth strategies such as product launches, acquisitions, and partnerships to strengthen their position in the authentication and brand protection companies.
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Report Metric |
Details |
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Market size available for years |
2019–2028 |
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Base year considered |
2022 |
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Forecast period |
2023–2028 |
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Forecast units |
Value (USD Million/Billion), Volume (Thousand Units) |
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Segments covered |
By Technology, by Offering, By Mode, Application and Region |
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Geographies covered |
North America, Europe, Asia Pacific, and Rest of World |
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Companies covered |
The major players in the authentication and brand protection market are Authentix, Brady, DE LA RUE, Avery Dennison, WiseKey, Infineon, Centro Grafico and Sunchemicals and so on |
Authentication and Brand Protection Market Highlights
The study of segments in authentication and brand protection market based on By Technology, by Offering, By Mode, Application and region at the regional and global level.
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Segment |
Subsegment |
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By Technological |
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By Authentication Mode |
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By Offering |
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By Application |
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By Region |
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Recent Developments
- In April 2023, Authentix, announced its acquisition of Royal Joh. Enschedé, a prominent specialty printing and security solutions provider based in the Netherlands. Koninklijke (Royal) Joh. Enschedé has evolved from a humble book printer to an esteemed security printing company recognized for its production of security documents, postage stamps, banknotes, and brand protection solutions.
- In May 2022, Avery Dennison aimed at expanding its manufacturing capacity and improving factory efficiency in Europe to meet growing demand for its label and packaging materials.
- In March 2021, Wisekey expanded its products and services portfolio for brand protection with the combination of Artificial Intelligence (AI) and NanoSeal secure Near Field Communication (secure NFC) technology. The nanoseal ecosystem includes a complete product authentication server and database management.
Frequently Asked Questions (FAQ):
What is the current size of the global authentication and brand protection market?
The authentication and brand protection market is estimated to be worth USD 2.9 billion in 2023 and is projected to reach USD 4.3 billion by 2028, at a CAGR of 8.3% during the forecast period. Rising need for anti-counterfeiting solutions to protect from piracy and duplicacy in several applications such pharmaceutical, electronics, food & beverage, automobile and so on are the major factors driving the authentication and brand protection marketgrowth.
Who are the winners in the global authentication and brand protection market?
Authentication and brand protection equipment companies such as Authentix, Brady, DE LA RUE, Avery Dennison, WiseKey, Infineon, Centro Grafico and Sunchemicals and so on fall under the winners category.
Which region is expected to hold the highest share in the authentication and brand protection market?
North America is expected to dominate the authentication and brand protection market in 2028. Growth and demand for pharmaceutical and food & beverage applications, which are proposed to be the main applications for authentication and brand protection.
What are the major drivers and opportunities related to the authentication and brand protection market?
Increasing emphasis on safeguarding product and brand integrity as well as emergence of track & trace technologies are some of the major drivers and opportunities for authentication and brand protection companies as well as for the authentication and brand protection market.
What are the major strategies adopted by market players?
The authentication and brand protection companies have adopted product launches, acquisitions, and contracts to strengthen their position in the authentication and brand protection market.
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The research study involved 4 major activities in estimating the authentication and brand protection market size. Exhaustive secondary research been done to collect important information about the market and peer markets. The validation of these findings, assumptions, and sizing with the help of primary research with industry experts across the value chain has been the next step. Both top-down and bottom-up approaches have been used to estimate the market size. Post which the market breakdown and data triangulation have been adopted to estimate the market sizes of segments and sub-segments.
Secondary Research
In the secondary research process, various secondary sources were referred to for identifying and collecting information required for this study. The secondary sources include annual reports, press releases, and investor presentations of companies, white papers, and articles from recognized authors. Secondary research was mainly done to obtain essential information about the market’s value chain, the pool of key market players, market segmentation according to industry trends, and regional outlook and developments from both market and technology perspectives.
Primary Research
In the primary research, various primary sources from both supply and demand sides were interviewed to obtain qualitative and quantitative insights required for this report. Primary sources from the supply side include experts such as CEOs, vice presidents, marketing directors, equipment manufacturers, technology and innovation directors, end users, and related executives from multiple key companies and organizations operating in the authentication and brand protection market ecosystem.
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Market Size Estimation
In the market engineering process, both top-down and bottom-up approaches along with data triangulation methods have been used to estimate and validate the size of the authentication and brand protection market and other dependent submarkets. The research methodology used to estimate the market sizes includes the following:
- Initially, MarketsandMarkets focuses on top line investments and spending in the ecosystems. Further, major developments in the key market area have been considered.
- Analyzing major original equipment manufacturers (OEMs) and studying their product portfolios and understanding different applications of the solutions offered by them.
- Analyzing the trends related to the adoption of different types of authentications and brand protection equipment.
- Tracking the recent and upcoming developments in the authentication and brand protection market that include investments, R&D activities, product launches, collaborations, mergers and acquisitions, and partnerships, as well as forecasting the market size based on these developments and other critical parameters.
- Conducting multiple discussions with key opinion leaders to know about different types of authentications and brand protection offerings used and the applications for which they are used to analyze the breakup of the scope of work carried out by major companies.
- Segmenting the market based on technology types with respect to applications wherein the types are to be used and deriving the size of the global application market.
- Segmenting the overall market into various market segments
- Validating the estimates at every level through discussions with key opinion leaders, such as chief executives (CXOs), directors, and operation managers, and finally with the domain experts at MarketsandMarkets
Market Size Estimation Methodology-Bottom-up Approach
Market Size Estimation Methodology-Top-down Approach
Data Triangulation
After arriving at the overall market size from the estimation process explained above, the overall authentication and brand protection market has been split into several segments and sub-segments. To complete the overall market engineering process and arrive at the exact statistics for all segments and sub-segments, data triangulation and market breakdown procedures have been used, wherever applicable. The data has been triangulated by studying various factors and trends from both the demand and supply sides. The authentication and brand protection market size has been validated using top-down and bottom-up approaches.
Market Definition
Authentication is the process of verifying the genuineness or identity of something or someone. In the context of brand protection, authentication entails confirming the legitimacy of products, services, or other brand assets to ensure they are not counterfeit or fraudulent. Brand protection, on the other hand, encompasses a range of strategies, measures, and practices aimed at safeguarding a brand's identity, reputation, and intellectual property rights. It involves preventing unauthorized use, counterfeiting, infringement, and other risks associated with the brand. Brand protection efforts include implementing security features, monitoring and enforcing intellectual property rights, conducting investigations, taking legal action against infringers, and educating consumers about the authenticity of the brand's offerings. Authentication and brand protection go hand in hand to ensure the credibility, reliability, and value of a brand. Through the implementation of effective authentication measures and robust brand protection strategies, companies can protect their brand's identity, foster consumer trust, combat counterfeiting and piracy, and maintain a competitive edge in the market.
Stakeholders
- Logistics and shipment companies
- Authentication and brand protection providers
- Consumer electronic product distributors, including e-commerce stores.
- Technology investors
- Research organizations
- Analysts and strategic business planners
- Authentication and brand protection Equipment Distributors and Traders
- Government Bodies Such as Regulating Authorities and Policymakers
- Venture Capitalists, Private Equity Firms, and Startup Companies
The main objectives of this study are as follows:
- To describe and forecast the authentication and brand protection market, in terms of value, based on technology type, offering, mode and application.
- To describe and forecast the authentication and brand protection market size, in terms of value, with respect to 4 main regions, namely, North America, Europe, Asia Pacific, and Rest of the World (RoW)
- To provide detailed information regarding the drivers, restraints, opportunities, and challenges influencing the growth of the authentication and brand protection market
- To provide a detailed overview of the supply chain of the authentication and brand protection market ecosystem
- To strategically analyze micromarkets1 with respect to individual growth trends, prospects, and contributions to the overall market
- To analyze opportunities in the market for various stakeholders by identifying the high-growth segments of the market
- To analyze the probable impact of the recession on the market in future
- To benchmark the market players using the proprietary company evaluation matrix framework, which analyzes the market players on various parameters within the broad categories of market ranking/share and product portfolio.
- To analyze the competitive landscape of the market
- To track and analyze competitive developments, such as partnerships, contracts, acquisitions, expansions, product launches, and other developments in the market.
Available Customizations:
With the given market data, MarketsandMarkets offers customizations according to the specific requirements of companies. The following customization options are available for the report:
Country-wise Information:
- Analysis for additional countries (up to five)
Company Information:
- Detailed analysis and profiling of additional market players (up to five)
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Growth opportunities and latent adjacency in Authentication and Brand Protection Market