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Global Brand Protection Market to Exceed US $11.4 billion by 2014, according to Pira study

Lauren R. Hartman

January 30, 2014

3 Min Read
Global Brand Protection Market to Exceed US $11.4 billion by 2014, according to Pira study

Based on primary research and expert analysis, Pira Intl.'s "The Future of Anti-Counterfeiting, Brand Protection and Security Packaging V" breaks down the market by technologies, end-use segment and geographic markets, with five-year forecasts to 2014. Witnessing a healthy CAGR of 11.1percent, this market is projected to reach a value of over US $11.4 billion by 2014, according to a new study by Pira Intl.



Importantly, the study explains the key drivers and trends shaping the brand protection market and also provides an up-to-date overview of the competitive landscape and the major anti-counterfeiting organisations like the IACC, CIB, IIPA and WCO.


The brand-protection market is basically the incorporation of tamper-evident, anti-counterfeiting, anti-theft or track-and-trace technology into a product or package to prevent or limit damage from brand attacks. Attacks occur through product counterfeiting, parallel trading, product tampering and product theft. What is significant to note here is that the brand protection market value is just a fraction of the total losses that are actually incurred due to these threats.


The principal technologies used for brand protection are tamper-evident closures and seals, authentication devices, track and trace systems and anti-theft devices. Tamper-evident closures and seals consist of film wrap, shrink wrap, stretch sleeves, blister packs, perforated labels and seals, tear-tapes, and super-strong adhesives and frangible films. Authentication devices include holograms, security inks, security threads and fibres, watermarks and micro-printing. Track and trace systems on the other hand incorporate linear and 2D bar codes, Datamatrix, sequential numbering, algorithmic codes and encrypted data, while anti-theft devices include electronic article surveillance (EAS) tags, acoustic magnetic (AM) labels, radio frequency (RF) labels, and chip-based and ink-based RFID.


Exploring brand protection technology markets by end-use, Pira International forecasts that in the 2009-2014 period, lower margin products such as food and beverages will experience a CAGR of 9.6 percent, while premium products such as cosmetics and healthcare will witness stronger CAGR growth of 11.3 percent and 12.6 percent respectively. In the same period, other consumer packaging is also expected to grow at 12.5 percent, while other (industrial or bulk) packaging will see a CAGR of 12.8 pecent.


RFID is expected to lead the technology sectors with CAGR growth of 26.9 percent in the next five years. Other technologies considered as a segment including 2D bar codes such as Datamatrix and QR codes, is projected to have 13.7-percent growth. The CAGR for security printing is expected to be slightly higher at 14.6 percent. Together with substrates, inks and coatings this is expected to account for 60 percent of the total market. Witnessing a CAGR growth of 9.3 percent, holograms and DOVIDs are predicted to make up the remaining 22 percent, with some competition arising from new optical technologies such as micro-optical arrays.


The Future of Anti-Counterfeiting, Brand Protection and Security Packaging V is available now for £3,500. For more information, please contact Stephen Hill on +44 (0) 1372 802025, or via e-mail on [email protected] or see www.pira-international.com/businessintelligence

For more information, details of the report or an expanded article please contact Pira Intl. at 44(0)1372 802207.

Source: Pira Intl. Ltd.

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