The global authentication and brand protection market size was valued at USD 3.04 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 10.1% from 2023 to 2030. Due to the evolving legal landscape for the preservation of the authenticity of life-critical items, technological developments in anti-theft measures, diverse threats, and the necessity for brand protection, the market for brand protection and authentication has grown. Moreover, AI is playing significant role in offering smart brand protection to the organizations.
All supply chain participants, including the end-user customer, can authenticate items and see suspicious trends pointing to counterfeit activities due to AI-powered technologies. Additionally, image recognition software quickly assesses product photographs and contrasts them with the original to identify copies, even the most cunning ones. This occurs automatically and on a large scale to identify fake goods before they can deceive anyone. Artificial intelligence (AI) is equally adept at identifying intellectual property violations, such as using a brand's logo improperly, enabling businesses to take swift legal action against offenders.
Organizations' intense focus on preserving brand equity, guaranteeing product security, and maintaining brand integrity determine market size over the forecast period. The tight execution of anti-counterfeiting laws will also enhance commercial trends. The booming manufacturing sector will open up rich new brand protection and authentication growth opportunities. The market is anticipated to experience fast expansion over the forecast period due to numerous companies employing authentication and trademark protection tactics such as holograms, anti-counterfeiting labels, and tamper seals.
Furthermore, Globally rising urbanization and Omnichannel retailing activities have caused a massive market upswing during the evaluation period. In recent years, there has been a tremendous market boom due to the necessity of ensuring data integrity. Global market penetration has resulted from the extensive use of RFID tools. The market expansion will be hindered throughout the forecast period by a lack of data integration that causes data loss and device failure.
The blockchain authentication segment led the market in 2022, accounting for over 53.5% share of the global revenue. Blockchain offers a secure tracking mechanism from the start of the supply chain (where raw materials are purchased) to the end (when the end customer receives the finished product). As a result, blockchain helps combat counterfeiting by identifying items' proofs of origin. Blockchain would benefit high-end goods like jewelry, watches, and leather goods. Such a product's worth would be significantly impacted by its origin evidence. Despite being relatively young, blockchain technology is already impacting numerous industries. Blockchain technology is highly suited for anti-counterfeiting applications due to its visibility, traceability, and immutability features. A persistent problem that affects all businesses costs billions in lost revenue and puts people at risk for their health and safety is counterfeiters who make money off of bogus products.
The Smartphone segment registered the CAGR growth of 11.5% over the forecast period. Smartphone authentication and trademark protection are critical for maintaining user security and brand reputation. In today's digital world, where cell phones have become a vital part of our lives, securing user data security and brand integrity is critical. Smartphone authentication refers to the process of verifying a user's identity to grant them access to their device or specific applications. There are several methods of smartphone authentication, including Password/PIN, Biometric Authentication, two-factor authentication (2FA) or multi-factor authentication (MFA), Pattern Unlock and more which is fueling the market growth over the forecast period.
The covert segment is accounted to register highest revenue growth of over 32.9% in the forecast period. Significant advancements in micro text, ultraviolet backlight ink, taggants, and intentional flaws drive this expansion. When exposed to an ultraviolet lamp, a printed image that would not ordinarily be seen under regular lighting circumstances can be viewed. UV Blacklight Ink cannot be seen in the sun or under typical indoor illumination. UV inks are now widely used on posters, hand stamps for nightclub admittance, toys and games, and tattoos. They have been used for decades on security documents. Because UV inks have a lengthy history of use in many industries and are widely available for purchase, they are now extremely simple for counterfeiters to detect and copy, dramatically reducing their usefulness for brand protection and anti-counterfeiting programs.
The Overt segment accounted to hold 12.3% CAGR over a forecast period. Due to the use of authentication systems, numerous authentication and brand protection technologies have emerged. Overt technology has built a reputation for itself in the authentication and brand protection market. Overt measures are expected to prevail throughout the predicted time since they are frequently less expensive than covert (hidden) or forensic methods. Authentication and brand protection options can be included in product packaging or labeling using hidden technology without incurring significant additional production costs. Due of their low cost, overt techniques are a viable alternative for many firms, leading to their rising market dominance. These factors will drive market expansion for overt authentication and trademark protection solutions over the next few years.
The pharmaceutical segment dominated the market with a market share of over 20.7% in 2022. Authentication and trademark protection are important in pharmaceutical applications because counterfeit pharmaceutical items risk patients' health and damage pharmaceutical companies' reputations. Vigorous brand protection methods are essential to protect intellectual property, comply with rules, prevent revenue loss, and combat the trafficking of counterfeit drugs. Pharmaceutical companies can increase trust in healthcare patients and professionals by maintaining the authenticity and quality of their products, thereby contributing to the overall well-being and trustworthiness of the pharmaceutical business.
All these factors are projected to drive the demand for pharmaceutical authentication and brand protection products in the authentication and brand protection industry. Pharmaceuticals are also subject to severe regulations to assure drug safety, efficacy, and quality. Brand protection strategies assist businesses in meeting regulatory obligations and demonstrating their dedication to patient safety and regulatory compliance. These factors are driving the growth of the market.
North America accounted for the highest share, with over 32.9% of the global revenue in 2022. This region is well-known for pharmaceutical and food and beverage applications. Several North American companies are investing in and focused on developing unique authentication and brand protection technology. The presence of prominent competitors in this region and a huge consumer base is one of the major reasons driving the North American authentication and trademark protection market. Furthermore, implementing rules and regulations in the region's countries to combat counterfeiting has aided market growth in the region. These variables propel the region's authentication and trademark protection industry forward.
Asia Pacific is anticipated to witness 10.4% CAGR growth over the forecast period. Soft drinks and alcohol are in high demand, and these products are simple to replicate. Manufacturers are progressively buying overt or covert labels to adhere to the requirements set by the regulatory authorities, deliver genuine items, and safeguard their brand names, limiting the market in APAC. As the integrated solutions are now developing at an increasing rate, it is expected to boost the demand for authentication and brand protection products in APAC.
Prominent firms have used product launches and developments, followed by expansions, mergers and acquisitions, contracts, agreements, partnerships, and collaborations, as their primary business strategy to increase their market share. The companies have used various techniques to enhance market penetration and boost their position in the competitive industry. For instance, in February 2023, Authentic Vision, a leading provider of mobile authentication solutions, has announced the completion of a USD 6 million Series C investment round to fuel and accelerate the company's expansion. Existing investors such as Custos Privatstiftung (Austria) and Dolby Family Ventures (US) are major investors, as are new investors such as Joint Effects LLC (US) and key high-net-worth business angels managed by Smart Family Office. Some prominent key players in the global authentication and brand protection market include:
Avery Dennison Corporation
Centro Grafico dg S.p.A
De La Rue PLC
Eastman Kodak Company
Giesecke + Devrient GmbH.
Applied DNA Sciences Inc.
Market size value in 2023
USD 3,392.6 million
Revenue forecast in 2030
USD 6.7 billion
CAGR of 10.1% from 2023 to 2030
Base year for estimation
2017 - 2021
2023 - 2030
Revenue in USD million/billion and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Authentication mode, technology, application, region
North America; Europe; Asia Pacific; Latin America; MEA
U.S.; Canada; U.K.; Germany; France; China; Japan; India; South Korea; Australia; Brazil; Mexico; KSA; UAE; South Africa
Key companies profiled
3M Company; AlpVision SA; Authentix Inc.; Avery Dennison Corporation; Centro Grafico dg S.p.A; De La Rue PLC; Eastman Kodak Company; Giesecke + Devrient GmbH.; Brady; Avery Dennison; Applied DNA Sciences Inc.
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global authentication and brand protection market report based on authentication mode, technology, application, and region:
Authentication Mode Outlook (Revenue, USD Million, 2017 - 2030)
Technology Outlook (Revenue, USD Million, 2017 - 2030)
Security labels & Ink
Serial number & codes
Invisible Ink and Graphics
Application Outlook (Revenue, USD Million, 2017 - 2030)
Food & Beverages
Regional Outlook (Revenue, USD Million, 2017 - 2030)
Middle East and Africa (MEA)
Kingdom of Saudi Arabia (KSA)
UAE (United Arab Emirates)
b. The global authentication and brand protection market size was estimated at USD 3.04 billion in 2022 and is expected to reach USD 3,392.6 million in 2023.
b. The global authentication and brand protection market is expected to grow at a compound annual growth rate of 10.1% from 2023 to 2030 to reach USD 6.7 billion by 2030.
b. North America accounted for the highest value share in 2022 owing to Al's strong research and development capabilities in developed economies for recognizing counterfeit products, in this region.
b. Some key players operating in the authentication and brand protection market include 3M Company; AlpVision SA; Authentix Inc.; Avery Dennison Corporation; Centro Grafico dg S.p.A; De La Rue PLC; Eastman Kodak Company
b. Key factors that are driving the authentication and brand protection market growth include the increasing counterfeiting products around globe.
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