Market Perspective

The global Authentication and Brand Protection Market was valued at USD 6.36 billion in 2022 and is projected to reach USD 12.79 billion by 2030, growing at a CAGR of 9.33% from 2023 to 2030.

Various industries, including automobiles, agricultural production, food & beverages, clothing & apparel, pharmaceutical, and sportswear are witnessing significant expansion and is predicted to contribute to the growth of the authentication and brand protection market during the forecast period. Additionally, the Asia-Pacific region is predicted to be the world's leading digital economy as per the Organization for Economic Cooperation and Development (OECD), owing to the rising adoption of innovative technologies such as blockchain and cloud computing. Due to this, the market is expected to grow during the forecast period.

The growth of the authentication and brand protection market is restricted substantially by the initial investment required for deploying modern technologies in this field. As a result, SMEs face challenges in adopting brand protection and authentication solutions due to their exorbitant costs, limiting these solutions' widespread acceptance.

Analyst’s Review on Authentication and Brand Protection Market

Registered owners are increasingly utilizing authentication and brand safeguarding to protect their intellectual property from unauthorized use by service providers. This practice is gaining popularity across various industries, such as electronics, medical products, automobiles, food and beverages, clothing, luxury goods, and cosmetics.

Market Definition

The rapid development of information and communication technology has significantly increased the need for secure exchange of data and information among businesses. Companies are increasingly seeking out effective authentication and brand protection strategies to secure the complex data security threats that come with this exchange. These strategies include implementing various solutions such as security printing, holograms/de-metalized solutions, IR, tamper seals, UV, DNA inks, and anti-counterfeiting labels to facilitate legitimate manufacturers. As digitalization continues, the risks of counterfeiting and product forging are growing, necessitating more brands to adopt authentication and brand protection solutions.

Additionally, there has been a surge in cyber-attacks targeting businesses' information and data, adding to the rising need for enhanced authentication and brand protection measures. As a result, businesses are increasingly investing in advanced technological solutions to safeguard their operations and intellectual property.

Market Dynamics

The e-commerce industry has witnessed a remarkable surge in growth over the last few years, driven by robust and stable internet infrastructure, and consumer affinity towards adopting digital media. The rise of the global e-commerce industry has allowed more brands to expand their market reach by placing goods online, thereby attracting a wider audience.

However, this upswing in e-commerce has also resulted in new opportunities for fraudulent activities such as counterfeiting, forging, and piracy to thrive. Consequently, the demand for brand protection technologies and solutions has increased, resulting in companies investing in advanced technologies to overcome these threats and safeguard their intellectual property.

One of the major challenges faced by brands globally is the issue of counterfeiting, and awareness must be raised as a method of authentication. It is increasingly difficult to distinguish between counterfeit and genuine products, making it essential for consumers to be aware of the authentication technologies employed by companies for brand protection.

However, manufacturers cannot openly communicate these technologies as it may lead to counterfeiters adopting the same methods. To mitigate such risks, companies ensure that this confidential information is disseminated directly to end-users by educating their distributors about the various technologies employed in brand protection.

Segmentation Analysis

The global authentication and brand protection market is segmented based on type, technology, application, and geography.

Based on type, the market is segmented into overt, covert, forensic, and digital. The overt segment held the largest market share of 35.89% in 2022. Visible technology-based verification and brand protection alternatives, such as overt trading standards solutions, serve dual purposes of product investigation and consumer authentication. Holograms, security protection printers, and stamped optical films are some of the overt authentication options employed in authentication and brand protection. Besides providing a decorative touch, these solutions are comparatively economical and widely accessible.

Based on the technology, the market is categorized into OVDs and holograms, barcodes or unique codes, security printing, and tamper-proof labels, security inks & coatings, RFID, secure memory, authentication ICs, and others. The OVDs and holograms generated the highest revenue of 1.7 billion USD in 2022. The use of holograms is increasingly gaining popularity, as it brings the digital interaction for brand protection closer to existing smartphone technology. Holograms are already being utilized in various sectors, such as pharmaceutical and medical imaging transmission and storage systems, to enhance security measures for consumer products.

Based on the application, the market is categorized into clothing, apparel and cosmetics, consumer electronics, automotive, food & beverages, medical, chemical, and others. The clothing, apparel, and cosmetics segment held the largest market share of 25.11% in 2022. The clothing industry has emerged as the second-largest industry for the trade of counterfeit and pirated products. The cosmetics industry is also facing a significant challenge due to the proliferation of fake cosmetic products in the authentication and brand protection market.

In recent times, the increased use of online channels for purchases has contributed to the growth of counterfeit cosmetics products due to all these factors the market for authentication and brand protection is expected to grow.

Geographical Analysis

Based on regional analysis, the global authentication and brand protection market is classified into North America, Europe, Asia Pacific, MEA, and Latin America.

North America dominated the market share at 34.33% in 2022 and is projected to grow at a CAGR of 9.25% in the forecast period. Moreover, the buying and selling of commodities has been completely transformed by the explosive expansion of e-commerce. This has contributed to the expansion of illegally obtained and fake goods throughout the North American region due to which the demand for these authentication and brand protection products has increased.

The Asia Pacific is the fastest-growing region and is growing at a CAGR of 10.89% from 2023 to 2030. APAC's economic growth and expansion of the manufacturing sector have increased the demand for brand protection and authentication. Consequently, there is an increase in the adoption of trading standards solutions and verification measures across various sectors such as luxury goods, electronics, automobiles, food and beverages, and pharmaceuticals during the forecast period.

Competitive Landscape

The authentication and brand protection market study report will provide valuable insight with an emphasis on the global market which is highly fragmented. Major players are focusing on a few of the strategies such as partnerships, mergers and acquisitions, product innovations, and joint ventures to expand their product portfolio and increase their respective market shares across different regions. Expansion & investments involve investments in R&D, new manufacturing facilities, and supply chain optimization. The major players in the market are

• 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

Key Developments

• March 2023(Expansion)- VerifyMe, together with its subsidiary PeriShip Global LLC acquired assets of Trust Codes Limited to expand its geographical presence and strengthen its product portfolio.
• July 2021(Expansion)- Authentix has acquired Strategic IP Information Pte Ltd, which has allowed it to expand its portfolio of data security innovations to include online anti-counterfeiting and information rights alternatives. The acquisition has enabled Authentix to offer an expanded range of services to its brand protection customers.

The global Authentication and Brand Protection Market is segmented as:

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
  • The U.S.
  • Canada
  • Mexico
• Europe
  • France
  • The UK
  • Spain
  • Germany
  • Italy
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Rest of Asia Pacific
• The Middle East & Africa
  • GCC
  • North Africa
  • South Africa
  • Rest of the Middle East & Africa
• Latin America
  • Brazil
  • Argentina
  • Rest of Latin America