The Future of Anti-Counterfeiting, Brand Protection and Security Packaging to 2030

• Demand for brand protection packaging features has grown by 5.4% CAGR since 2021, and will have a value of $4.0 billion in 2025. 
• The ongoing, and rising, threat from counterfeiters means that the market is forecast to grow by 4.7% CAGR between 2025 and 2030, to reach $5.0 billion.  

Counterfeiting is a global problem that impacts brand reputation and carries potential risks to consumer safety. The threat to businesses and their customers, and the need to enhance the security measures that protect branded goods, has continued to drive the anti-counterfeiting, brand protection and security packaging market.   

Definition 

Research for this report focused on the brand protection market, which is defined as the incorporation of tamper-evident, anti-counterfeiting, anti-theft or track-and-trace technology in a product or package to prevent, limit or detect damage from attacks on the brand. The brand protection industry is defined as all the suppliers of products and services specifically designed to protect brand owners from the threat of such attacks.  

Key Questions 

• How are brand owners utilising digital technologies to combat counterfeiting? 
• Where are the biggest opportunities in the global brand protection market? 
• How can brand owners adapt to the changing landscape? 
• How are emerging technologies impacting brand protection features and packaging designs? 

This report is essential to: 

• Suppliers of security components and technologies 
• Packaging converters 
• Brand owners and retailers  

About the author 

Keith Jacques has many years’ experience in carrying out market research projects on a wide range of topics including security print; backed up by over 40 years’ industry experience in a variety of roles in technical sales and marketing, and new business development. 

Executive summary 
Introduction and methodology 

• Introduction 
• Report scope 
• Report objectives 
• Methodology 
• Data 
• Packaging features 
• End-use applications 
• Geographic regions 
• Definitions 
• Abbreviations 

Key drivers and trends 

• Introduction 
• Global trade in counterfeit goods 
  • Counterfeit pharmaceuticals 
  • Toys and games 
  • Electronic and electrical components and products 
  • Food 
  • Beauty and personal care products 
• Impact of e-commerce on the counterfeit trade 
  • Fake websites 
  • e-commerce sites 
  • Social media 
  • Re-commerce 
• Legislative initiatives to protect e-commerce customers 
  • European Union 
  • UK 
  • China 
  • USA 
• Impact of consumer behaviour 
• National and international anti-counterfeiting measures 
• Sustainability 
  • Sustainable security packaging materials 
  • Digital product identities 
• Transition to 2D barcodes 

Anti-counterfeiting packaging feature markets 

• Introduction 
• Brand protection technologies 
  • Track-and-trace 
  • Tamper-evident devices 
  • Product authentication 
  • Anti-theft 

Anti-counterfeiting packaging end-use application markets 

• Introduction 
• Food 
• Beverage 
• Cosmetics 
• Pharmaceuticals 
• Other consumer packaged goods 
• Industrial 
  • Electrical and electronic components 
  • Automotive and aviation components 

Anti-counterfeiting, brand protection and security packaging geographic markets 

• Overview 
• Western Europe 
  • France 
  • Germany 
  • Italy 
  • UK 
  • Other Western Europe 
• Eastern Europe 
• North America 
  • Canada 
  • USA 
• Latin America 
• Asia 
  • China 
  • India 
  • Japan 
  • Other Asia 
• Middle East 
• Africa 
• Australasia 

Unmet needs in anticounterfeiting, brand protection and security packaging 

• Overview 
• Smart packaging 
• Sustainable security packaging 
• Digital technologies 
  • AI and machine learning 
  • Blockchain 
  • Quantum computing 
• International collaboration 

Figures

• Global brand protection market by technology, 2025 (by value)
• Global brand protection market by technology, 2021, 2025 and 2030 ($ million)
• Global brand protection market by end-use market, 2025 (by value)    
• Global brand protection market by end-use market, 2021, 2025 and 2030 ($ million)
• Global brand protection market by region, 2025 (share by value)
• Global brand protection market by region, 2021, 2025 and 2030 ($ million)
• EU Customs seizures – quantity of articles, 2020 to 2023 (millions)
• EU Customs seizures – top categories of detained products by number of articles, 2023
• EU Customs seizures – country of provenance of goods seized at the border by number of articles, 2023
• Pharmaceutical counterfeiting, illegal diversion and theft incidents, 2019–23
• Top five therapeutic categories for counterfeit pharmaceuticals, 2023    
• Production facility for counterfeit beauty products in China
• Fake Puma site targeting Italian consumers
• Age distribution of social media-endorsed counterfeit purchasing    
• Intentional purchase of counterfeit goods
• Unintentional purchase of counterfeit goods
• The circular economy model
• Global brand protection primary drivers, share by value, 2025
• RFID tag construction
• New PET blister pack for Bayer Aleve
• Supastrip Prism holographic tear tape
• Tamper-evident void tape
• Sleever Seelcap Onego compostable tamper-evident seal        
• ValiGate Zoom DOVID from SCRIBOS
• Integritag smart security label from All4Labels
• 3.9 mm security thread woven into fabric labels for hats 
• Global brand protection primary drivers by end-use, 2025 ($ million)
• Commonly used types of tamper-evident solutions
• Novolex TamperFlag rigid containers
• Examples of tamper-evident and track-and-trace labelling for alcoholic beverages
• Bastille Parfums bottles with new security features
• SCRIBOS security label on Cardkit    
• Key entry points of counterfeits into the electronic components supply chain
• Types of automotive components that pose potential risks to road safety
• Global brand protection market by region, 2021, 2025 and 2030 ($ million)
• Global rate of inflation from 2018 to 2029 (CPI %)
• Smart packaging printed with invisible security inks
• Structure of ECO RFID tag vs conventional tag

Tables

• Trends in the global anti-counterfeiting, brand protection and security packaging market, 2025–30
• List of anti-counterfeiting, brand protection and security packaging functions
• Risks to consumers from a range of counterfeit products 
• The world’s top 20 online marketplaces
• Global brand protection market by technology, 2021–30 ($ million)        
• Track-and-trace technologies in global brand protection, 2021–30 ($ million)
• Tamper-evident device technologies in global brand protection, 2021–30 ($ million)    
• Product authentication technologies in global brand protection, 2021–30 ($ million)
• Anti-theft technologies in global brand protection, 2021–30 ($ million)
• Global brand protection market by end-use market, 2021–30 ($ million)
• Global brand protection market by primary driver, 2021–30 ($ million)
• Food: global brand protection market by region, 2021–30 ($ million)
• Food: global brand protection market by technology primary driver, 2021–30 ($ million)
• Frequent illicit liquor toxic materials
• Beverages: global brand protection market by region, 2021–30 ($ million)
• Beverages: global brand protection market by technology primary driver, 2021–30 ($ million)
• Cosmetics: global brand protection market by region, 2021–30 ($ million)
• Cosmetics: global brand protection market by technology primary driver, 2021–30 ($ million)
• Pharmaceuticals: global brand protection market by region, 2021–30 ($ million)
• Pharmaceuticals: global brand protection market by technology primary driver, 2021–30 ($ million)
• Other consumer packaged goods: global brand protection market by region, 2021–30 ($ million)
• Other consumer packaged goods: global brand protection market by technology primary driver, 2021–30 ($ million)
• Industrial: global brand protection market by technology primary driver, 2021–30 ($ million)
• Industrial: global brand protection market by region, 2021–30 ($ million)
• Global brand protection market by region, 2021–30 ($ million)
• Western Europe: brand protection market by primary driver, 2021–30 ($ million)
• Western Europe: brand protection market by end-use market, 2021–30 ($ million)
• Eastern Europe: brand protection market by primary driver, 2021–30 ($ million)
• Eastern Europe: brand protection market by end-use market, 2021–30 ($ million)
• North America: brand protection market by primary driver, 2021–30 ($ million)
• North America: brand protection market by end-use market, 2021–30 ($ million)
• US Customs seizures of potentially harmful counterfeit products, 2024
• Latin America: brand protection market by primary driver, 2021–30 ($ million)
• Latin America: brand protection market by end-use market, 2021–30 ($ million)
• Asia: brand protection market by primary driver, 2021–30 ($ million)
• Asia: brand protection market by end-use market, 2021–30 ($ million)
• Middle East: brand protection market by primary driver, 2021–30 ($ million)
• Middle East: brand protection market by end-use market, 2021–30 ($ million)
• Africa: brand protection market by primary driver, 2021–30 ($ million)
• Africa: brand protection market by end-use market, 2021–30 ($ million)
• Australasia: brand protection market by primary driver, 2021–30 ($ million)
• Australasia: brand protection market by end-use market, 2021–30 ($ million)