The authentication and brand protection market is an essential domain that focuses on safeguarding brands and products from counterfeiting, tampering, and unauthorised reproductions.

With the rise of globalisation and the digital era, the need for brand protection has become paramount for businesses worldwide.

This article delves deep into the brand protection market, its growth trajectory, key segments, and the driving forces behind its expansion.

Understanding the Market

With the swift advancement in information and communication technology, there’s a heightened demand for the secure transmission of data among businesses.

Firms are progressively leaning towards robust authentication and brand protection methods to counter the intricate data security challenges accompanying this data exchange.

These methods encompass a range of solutions, from security printing, holograms, and de-metalised solutions to infrared, tamper seals, ultraviolet, DNA inks, and labels designed to combat counterfeiting. This is to ensure genuine manufacturers are supported.

The digital era has ushered in increased threats of product counterfeiting and forgery. This has amplified the urgency for brands to integrate authentication and brand protection mechanisms.

Moreover, the uptick in cyber-attacks targeting corporate data further underscores the escalating demand for fortified authentication and brand protection strategies.

Consequently, companies are channeling more resources into cutting-edge technological solutions to shield their operations and intellectual assets.

Market Overview and Growth Projections

The global market for authentication and brand protection is on an upward curve, with forecasts suggesting it will reach a valuation of $6.68 billion by 2030.

This expansion is anticipated at a Compound Annual Growth Rate (CAGR) of 9% spanning from 2022 to 2030.

Several dynamics are fueling this growth. The surge in counterfeit products, advancements in authentication technologies, and the escalating demand for brand protection across diverse sectors are prime contributors.

Delving into Europe’s market landscape, an analysis based on past, present, and projected trends in nations like France, Germany, Italy, the UK, Russia, and the broader European region reveals a concerted effort by manufacturers to mitigate counterfeiting risks.

The European medical sector is evolving rapidly. Yet, the presence of unauthorised manufacturers selling duplicate products poses challenges to the genuine medical device market.

Consequently, manufacturers are leaning towards a spectrum of authentication and brand protection solutions, including overt, covert, forensic, and digital methods.

Highlighting some industry initiatives, AlpVision, in November 2020, launched the “AlpVision COVID-19 initiative.”

This initiative aims to support pharmaceutical firms in shielding their anti-COVID-19 medications from counterfeiting threats.

AlpVision equips these companies with essential tools to defend their anti-COVID-19 vaccines and treatments from duplications.

In another development, March 2019 saw WISeKey International Holding Limited integrate post-quantum algorithms into cryptographic chips, bolstering protection against potential security breaches.

This was achieved by merging OpSec Security’s authentication technologies with WISeKey’s PKI and IoT platforms.

With this integration, users can now authenticate, track, and confirm product identities on a blockchain ledger using NFC-enabled phones.

Notable Market Progressions

March 2023 – Expansion Move: VerifyMe, in collaboration with its subsidiary, PeriShip Global LLC, took a strategic step by acquiring assets from Trust Codes Limited. This acquisition aims to broaden its geographical footprint and fortify its product offerings.

July 2021 – Expansion Strategy: Authentix made a significant move by acquiring Strategic IP Information Pte Ltd. This acquisition not only enriched its data security innovations by adding online anti-counterfeiting and intellectual property rights solutions but also enhanced its service offerings to its brand protection clientele.

Global Brand Protection Solution Market Breakdown:

Categorised by Type:

  • Overt
  • Covert
  • Forensic
  • Digital
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Based on Technology:

  • OVDs and Holograms
  • Barcodes/Unique Codes
  • Security Printing and Tamper-Proof Labels
  • Security Inks & Coatings
  • RFID
  • Secure Memory/Authentication ICs
  • Others

Application-wise Segmentation:

  • Clothing, Apparel, and Cosmetics
  • Consumer Electronics
  • Automotive
  • Food & Beverages
  • Medical
  • Chemical
  • Others

Geographical Distribution:

North America:

  • The U.S.
  • Canada
  • Mexico


  • 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

This comprehensive breakdown provides a clear overview of the global Authentication and Brand Protection Market, highlighting its key segments and geographical distribution.

Authentication and Brand Protection Market Trends

The authentication and brand protection market is undergoing rapid changes, driven by various factors that influence its growth and challenges.

Here’s a closer look at the key trends shaping this market:

Driving Force: The Rise of Tracking Technologies

The rise of trace and track technologies is a significant driver for the authentication and brand protection market.

These technologies enable businesses to monitor their products throughout the supply chain, ensuring that they are genuine and have not been tampered with.

With the increasing number of counterfeit products on the market, the ability to trace and track products in real-time has become crucial.

This not only ensures product authenticity but also enhances consumer trust in brands. As more companies adopt these technologies, the demand for authentication and brand protection solutions is expected to grow.

Hurdle: Shortcomings of Current Technologies

While there are several technologies available for authentication and brand protection, they come with their set of limitations.

Some of these technologies may not be foolproof, leading to potential breaches in security. Others might be expensive to implement or may not be scalable for large-scale operations.

These limitations can act as a restraint for businesses looking to invest in authentication and brand protection solutions.

It underscores the need for continuous research and development in this field to come up with more robust and efficient solutions.

Potential: The Surge in Remote Verification Tools

The ongoing global pandemic has accelerated the need for remote authentication solutions. With the rise of e-commerce and online transactions, there is a growing demand for secure and reliable remote authentication methods.

This presents a significant opportunity for companies in the authentication and brand protection markets.

Solutions that offer secure remote authentication, be it for online shopping, banking, or any other digital transaction, will likely see increased adoption in the coming years.

Market Challenges and Opportunities

The authentication and brand protection market faces a constant challenge from counterfeiters and fraudsters.

As technology evolves, so do the methods used by these malicious actors. They are continually coming up with new ways to replicate products, forge documents, and deceive consumers.

This constant evolution makes it challenging for businesses to stay ahead and protect their brands effectively. It emphasises the importance of continuous innovation and staying updated with the latest trends and technologies in the market.

However, this also presents an opportunity for market players to innovate and introduce advanced solutions to combat counterfeiting.

Key Industry Leaders

Key players in the authentication and brand protection realm encompass companies like Authentix, Brady, Authentic vision, DE LA RUE, Avery Dennison, WiseKey, Infineon, Centro Grafico, and Sunchemicals, among others.

To fortify their standing in the market, these firms have employed a blend of natural growth tactics and strategic moves, including introducing new products, engaging in acquisitions, and forming partnerships.

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Key Trends in the Authentication and Brand Protection Market

Dominance of Overt Technology

By 2028, overt technology is projected to capture the lion’s share of the authentication and brand protection market. The rise in overt authentication solutions has birthed a plethora of technologies in this domain.

Overt technology, being more cost-effective than its covert or forensic counterparts, is anticipated to reign supreme in the coming years.

Its affordability and seamless integration into product packaging or labels without incurring significant additional costs make it a preferred choice for many brands.

QR Code’s Significant Market Share

Come 2023, QR Codes are set to experience a rapid growth trajectory.

Their ability to offer a user-friendly solution for product authentication, allowing consumers to swiftly ascertain product authenticity via smartphones, positions them favorably.

Their utility in tracking products throughout the supply chain aids brands in curbing counterfeiting or unauthorised sales.

The widespread accessibility of QR code scanning further boosts its adoption, marking it as a cost-efficient and scalable brand protection tool.

Pharmaceuticals: A Key Market Segment

The pharmaceutical sector is predicted to lead the authentication and brand protection market by 2028, both in terms of growth rate and market size.

The criticality of authentication in this sector stems from the risks counterfeit drugs pose to patient health and the potential damage to pharmaceutical brands’ reputations.

Implementing robust brand protection measures is imperative to protect intellectual property, adhere to regulations, prevent revenue leakage, and thwart the spread of fake drugs.

By ensuring product genuineness, pharmaceutical companies can foster trust among healthcare professionals and patients, bolstering the industry’s credibility.

Moreover, the pharmaceutical industry’s regulatory landscape mandates stringent safety, efficacy, and quality standards for drugs.

Brand protection aids companies in meeting these standards, underscoring their dedication to patient safety and regulatory adherence.

These factors are contributing to the authentication and brand protection market growth.

North America’s Market Leadership

In 2028, North America is slated to dominate the authentication and brand protection market.

The region’s prominence in the pharmaceutical and food & beverage sectors, coupled with the presence of key market players and a vast consumer base, propels its market leadership.

Investments in pioneering authentication and brand protection technologies further accentuate the region’s market position.

Regulatory measures aimed at curbing counterfeiting activities further stimulate market growth in North America.

Asia-Pacific’s Rising Demand for Authentication and Brand Protection

Asia-Pacific (APAC) is poised for substantial growth in the demand for authentication and brand protection. This surge can be attributed to the region’s economic progression and the burgeoning manufacturing sector.

As the forecast period unfolds, sectors like pharmaceuticals, automotive, food & beverages, electronic components, and luxury items in APAC are anticipated to increasingly adopt verification and trade standard solutions.

The pharmaceutical sector, in particular, is set to experience rapid growth, especially in countries like China and India.

This is due to the unique demographic mix of both young and elderly populations. Additionally, swift urbanisation and the growth of other pivotal end-use industries are projected to positively influence the market’s trajectory during the forecast period.

The heightened awareness among businesses about authentication and brand protection innovations, coupled with governmental regulations, is paving the way for these solutions.

For instance, in India, the Copyright Act of 1957 governs the rights and enforcement of copyrights, encompassing literary, dramatic, musical, and artistic works, as well as computer software, films, and sound recordings.

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Furthermore, the prominence of US-manufactured products in various nations is noteworthy.

This has led to a growing emphasis on brand protection through product authentication. US-based equipment producers are investing significantly to ensure the authenticity of their offerings.

Authentication And Brand Protection Market Report Scope

Report AttributeDetails
Market size value in 2023USD 3,392.6 million
Revenue forecast in 2030USD 6.7 billion
Growth rateCAGR of 10.1% from 2023 to 2030
Base year for estimation2022
Historical data2017 – 2021
Forecast period2023 – 2030
Quantitative unitsRevenue in USD million/billion and CAGR from 2023 to 2030
Report coverageRevenue forecast, company ranking, competitive landscape, growth factors, and trends
Segments coveredAuthentication mode, technology, application, region
Regional scopeNorth America; Europe; Asia Pacific; Latin America; MEA
Country scopeU.S.; Canada; U.K.; Germany; France; China; Japan; India; South Korea; Australia; Brazil; Mexico; KSA; UAE; South Africa
Key companies profiled3M 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.
Customisation scopeFree report customisation (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.
Pricing and purchase optionsAvail customised purchase options to meet your exact research needs

This table provides a structured overview of the Authentication And Brand Protection Market Size Report Scope, detailing its key attributes and corresponding details.

Future Outlook

The future of the brand protection market looks promising.

With the increasing integration of technologies like blockchain and artificial intelligence, the market is set to witness revolutionary changes.

Moreover, as brands continue to globalise, the need for robust authentication and protection solutions will only intensify, ensuring sustained market growth.


In today’s rapidly evolving digital landscape, the significance of brand protection solutions cannot be overstated, especially with the proliferation of online marketplaces.

The authentication and brand protection market has witnessed substantial expansion, driven by the increasing demand in pharmaceutical applications.

These applications underscore the critical need for protection products that ensure the authenticity and safety of medical products, safeguarding both consumers and manufacturers.

Regional markets play a pivotal role in this growth trajectory, with different areas showcasing varied adoption rates and strategies.

Market players, both established major companies and emerging entities, are continuously innovating and expanding their portfolios to cater to these diverse regional needs.

Their efforts are further bolstered by insights from industry experts, who provide valuable perspectives on current trends and future predictions.

The “Impact and Global Analysis” reports highlight the concerted efforts of protection market players in adapting to the dynamic market conditions and ensuring that brands remain secure in the face of growing counterfeiting challenges.

As the market continues its upward trend, collaboration between major companies, industry experts, and regional stakeholders will be paramount in shaping the future of the brand protection solutions market.


What is the authentication and brand protection market?

The authentication and brand protection market focuses on solutions and technologies designed to verify the authenticity of products and protect brands from counterfeiting and unauthorised use.

Why is the authentication and brand protection market gaining significance?

With the rise of online marketplaces and the increasing prevalence of counterfeit products, there’s a growing need for companies to ensure their products’ authenticity and protect their brand reputation.

Which sectors are driving the demand for authentication and brand protection solutions?

The pharmaceutical sector, among others, is a significant driver due to the critical nature of ensuring drug authenticity and safety for consumers.

How are regional markets influencing the authentication and brand protection landscape?

Different regions have varied adoption rates and strategies for brand protection, influenced by local regulations, market conditions, and consumer behaviors.

How do industry experts view the future of the authentication and brand protection market?

Industry experts predict continued growth in the market, driven by technological advancements, increasing online sales, and the ever-present threat of counterfeiting.

What are some of the latest innovations in the authentication and brand protection market?

Innovations include advanced holograms, QR codes for easy consumer verification, digital authentication methods, and blockchain-based tracking systems.