Global Authentication and Brand Protection Market By Type (Overt, Covert, Forensic, Digital), Technology (OVDs and Holograms, Barcodes/Unique Codes, Security printing and Tamper Proof Labels, Security Inks & Coatings, RFID, Secure Memory/Authentication ICs, Others), Application (Clothing, Apparel and Cosmetics, Consumer Electronics, Automotive, Food & beverages, Medical, Chemical, Others), and Region - Market Share, Trend Analysis, Competitive Intelligence, Historical Data, and Forecast 2023 - 2030
Market Perspective
Global Authentication and Brand Protection Market was worth around USD 6.35 billion in 2022 and is anticipated to grow to around USD 12.78 billion by 2030 at a CAGR of around 9.33% over 2023 - 2030.
Authentication and brand protection involve a range of strategies and cutting-edge technologies that businesses employ to ensure the safe exchange of information and to guard against the rising tide of counterfeiting in our increasingly digital world. The remarkable surge in the realm of e-commerce is fueling market growth while creating a need for advanced solutions that can effectively combat the escalating threats of fraud and piracy. Notably, the overt segment, which accounts for the largest market share, employs visible technology-based verification such as holograms and stamped optical films, and is thus, cost-effective and accessible. The clothing, apparel, and cosmetics sector, holding a significant market share, faces challenges from counterfeit products due to the proliferation of online channels. North America dominates the market, owing to the transformative impact of e-commerce. Meanwhile, the Asia-Pacific region, with its robust economic growth and expanding manufacturing sector, displays rapid adoption of brand protection and authentication measures across diverse sectors. This trend underlines a promising trajectory for the market, projecting a future marked by sustained growth and enhanced security measures.
Key Insights
- Based on type, the overt segment held the dominating position with a market value of USD 2.28 billion in 2022
- Based on technology, the OVDs and holograms segment acquired the largest market share of 26.21% in 2022
- Based on application, the consumer electronics segment is growing at a CAGR of 11.56%
- On the basis of region, North America accounted for the largest market share of 34.33% in 2022
Surging E-commerce Sector Spurs Demand for Advanced Security Solutions
The rapid growth of the e-commerce sector is emerging as a powerful catalyst propelling the global authentication and brand protection market forward. As more businesses embrace online platforms to reach a wider audience, the need for robust security measures becomes paramount. This surge in digital transactions and interactions creates an environment ripe for fraudulent activities like counterfeiting and piracy. To tackle this issue, companies are spending money on advanced security tools to keep their products and ideas safe. This investment in new technology is helping brands gain and keep the trust of customers, especially when there are always new threats arising. By using these innovative solutions, companies are making sure that their reputation stays strong and that online shopping remains trustworthy.
High Initial Investment Limits Widespread Adoption of Brand Protection Solutions
A significant restraint inhibiting the widespread adoption of brand protection solutions within the authentication market is the substantial initial investment required for deploying modern technologies. This financial barrier, particularly for small and medium-sized enterprises (SMEs), impedes their ability to integrate advanced security measures. The cost-intensive nature of implementing cutting-edge solutions such as security printing, holograms, tamper seals, and anti-counterfeiting labels creates a disparity in access, ultimately limiting the market growth. Furthermore, even larger corporations face challenges in embracing these solutions due to their exorbitant costs. Such financial constraints might lead businesses to reconsider or delay adopting brand protection measures, thereby perpetuating the vulnerability of their products to counterfeiting and unauthorized replication.
Recent Development
January 2023: Nexans partnered with Authentic Vision to combat cable counterfeiting, adopting Meta-Anchor™ tech to secure products and supply chains. This enhances consumer benefits, safeguarding Nexans' brand reputation. The new partnership envisions deeper customer engagement through digital product identity.
Segmentation Analysis
Based on type, the market is segmented into overt, covert, forensic, and digital. In 2022, the overt segment dominated the market with the largest share of 35.89%. In 2022, the overt segment emerged as the dominant sector, commanding a significant 35.89% share in the industry. This rise in prominence underscores the growing importance of overt methods in safeguarding brands and ensuring authenticity across various industries. With its substantial market presence, the overt segment played a pivotal role in shaping the landscape of brand protection and authentication practices throughout the year.
Based on technology, the market is classified into OVDs and holograms, barcodes/unique codes, security printing and tamper-proof labels, security inks & coatings, RFID, secure memory/authentication ICs, and others. The secure memory/authentication ICs segment is foreseen to register the fastest growth, boasting an impressive CAGR of 12.43% through the forecast timeframe. This remarkable expansion is attributed to the escalating demand for advanced security solutions in modern technology landscapes. As industries continue to prioritize data protection and authentication, the secure memory/authentication ICs segment has positioned itself as a pivotal player, driving innovation and meeting the evolving needs of a security-conscious market.
Based on application, the market is divided into clothing, apparel, and cosmetics, consumer electronics, automotive, food & beverages, medical, chemical, and others. The clothing, apparel, and cosmetics segment marked its dominance by generating the highest revenue of USD 1.59 billion in 2022. This remarkable achievement was backed by the soaring consumer demand for fashion and personal care products. The ability to consistently deliver desirable and innovative offerings has solidified this segment's position at the forefront of the market. Its dominance reflects its resonance with consumer preferences and trends, making it a key revenue hub in the market.
North America is the Dominating Region Owing to a Robust Economy and Technological Innovation
North America constitutes the largest share of the market revenue, with a valuation of USD 2.18 billion in 2022. This dominance can be attributed to a robust economy, technological innovation, and a strong consumer base. The prevalent trends and substantial disposable income contribute to the regional market expansion. Moreover, North America's focus on fostering a business-friendly environment and nurturing entrepreneurial spirit further bolsters its position. The region sets the benchmark for market value and serves as a stage for trends and innovations that resonate globally within the market.
Asia-Pacific Emerges as the Fastest Growing Region Owing to Increasing Consumer Demand
Asia-Pacific is expected to show the strongest growth in the forecast period with an impressive CAGR of 10.89%. This growth is driven by a combination of factors, including increasing consumer demand, advancements in technology, and a business-friendly environment. As the region continues to grow, there is a higher demand for brand protection measures as more businesses enter the market. Additionally, advancements in technology, such as blockchain, provide an extra layer of security for brand protection measures in the Asia-Pacific region.
Competitive Landscape
The global authentication and brand protection market is fragmented with numerous prominent players in the market. Companies employ a variety of strategic measures such as acquisitions, mergers, partnerships, product introductions, and collaborations to expand their business globally and enhance their competitive position. The key players in the market include-
- 3M
- AlpVision SA
- Authentic Vision
- Applied DNA Sciences, Inc.
- Verdict Media Limited
- Authentix
- Avery Dennison Corporation
- Centro Grafico DG
- De La Rue PLC
- Eastman Kodak Company
The global authentication and brand protection market is segmented as follows:
By Type
- Overt
- Covert
- Forensic
- Digital
By Technology
- OVDs and Holograms
- Barcodes/Unique Codes
- Security printing and Tamper Proof Labels
- Security Inks & Coatings
- RFID
- Secure Memory/Authentication ICs
- Others
By Application
- Clothing, Apparel and Cosmetics
- Consumer Electronics
- Automotive
- Food & beverages
- Medical
- Chemical
- Others
By Region
- North America
- U.S.
- Canada
- Mexico
- Europe
- Germany
- U.K.
- France
- Italy
- Spain
- Russia
- Rest of Europe
- Asia-Pacific
- China
- Japan
- India
- South Korea
- Rest of Asia-Pacific
- Middle East & Africa
- GCC
- South Africa
- North America
- Rest of Middle East & Africa
- Latin America
- Brazil
- Argentina
- Rest of Latin America
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Global Authentication and Brand Protection Market
- August-2023
- 148
- Global
- information-technology-communication-iot
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