Anti-counterfeit packaging is mainly meant to prevent brand imitation. It enables brand protection and enables customers to distinguish between original and counterfeit. Product imitations of clothing, electronics, pharmaceuticals and other consumer products are of poorer quality and do not meet stipulated safety standards. The imitations are sold in violation of law and cost the company vital revenue and affect brand image. According to the Organization for Economic Co-operation and Development (OECD), counterfeiting costs the global economy US$ 250 Bn per year. An estimated of 10% of pharmaceuticals around the world are counterfeit, according to the WHO. Counterfeiting can take place anywhere across the supply chain and is difficult to regulate.
The major drivers for market are the consequences of using counterfeit product. Ingestion of counterfeit drugs may lead to serious health issues or death. Moreover, anti-counterfeit packaging are guarantors of product quality which drives the product sales. The major challenge includes significant cost incurred in adopting security measures and lack of awareness among consumers about product authenticity.
Anti-Counterfeit Packaging Market Taxonomy
On Basis of Technology
- Coding & Printing Technology
- RFID (Radio-Frequency Identification)
- Security Labels
- Packaging Designs
On Basis of Usage Feature
- Track and Trace
- 2-D Matrix
- Overt Features
- Computer Generated
- Dot Matrix
- Security Inks and Coatings
- Visible Printing
- Covert Features
- Invisible Printing
- Embedded Images
- Laser Codes
- Forensic Features
- Biological Taggants
- Micro Taggants
- Tamper Evidence
- Strip Pack
- Breakable Caps
- Tear Away Caps
- Sealed metal tubes
- Container Seals
- Heat Shrink Band
On basis of End user
- Pharmaceuticals & Healthcare
- Food and Beverages
- Clothing & Apparel
- Consumer Goods
The market is segmented into five segments, based on the type of usage feature. Track and Trace features allows determination of location of products. Overt features are visible to the naked eye and are tactile. Covert features are only visible to trained personnel using specialized tools and forensic features, and can only be observed in laboratory settings. Tamper Evidence packaging is designed to reveal any interference with product.
Pharmaceutical and Food & Beverages are the largest end user industries. With increased tampering and adulteration of food and medicines, companies have taken increased security measures. Hence, driving the anti-counterfeit packaging market.
Anti-Counterfeit Packaging Market Outlook
- Europe and North America are the largest markets for anti-counterfeit packaging. The countries in these regions have strict regulations regarding counterfeit sales and manufacture. Particularly, the rise in counterfeit online products has plagued these regions. Third party sellers on online platforms can easily evade detection and source products from other countries. This makes counterfeiting measures vital in these regions as they are the largest consumer markets in the world.
- Asia-Pacific is the largest market for counterfeit pharmaceuticals. In September 2016, the World Customs Organization (WCO) seized 113 million counterfeit tablets bound for Africa out of which 97% were manufactured in India and China. As the awareness among manufacturers and consumers grows regarding counterfeiting, the market is projected to grow the fastest in this region during the forecast period.
- In Latin America, Brazil, Mexico and Argentina are among the largest producers of generic drugs. Copying of branded drugs is a major issue, with lenient regulations regarding brand protection. This trend is expected to reverse and the region is slated to boost the growth as countries introduce new counterfeit legislation.
- In the Middle East, GCC countries have strict border regulations which has ensured minimal counterfeit product penetration. Moreover, strict commercial legislation in countries such as Saudi Arabia and UAE has driven the market.
- Africa is a major victim of counterfeit drugs. Poverty stricken countries in this region are reliant on medical aid from other regions. Lack of awareness has resulted in a booming counterfeit market. With increasing economic growth in the region and rising literacy rate, the anti-counterfeit packaging market is projected to grow in this region.
- In July 2019, Amazon expanded their Transparency anti-counterfeit codes to India, Europe, and Canada. Amazon had first launched Transparency anti-counterfeit codes in the United States to counter counterfeit e-commerce products.
- In June 2017, TruTag Technologies, a leading authentication and technology solution provider, had developed microtags or “TruTags,” dust-sized particles which can be fused into labels/packaging or into the devices and drugs. The microtags are made from high-purity silica which can carry a large amount of digital information which can then be used for product authentication, identification, traceability, etc.
- In April 2016, Applied DNA Sciences Inc. (ADNAS), had partnered with Nissha Printing Company and KishuGiken Kogyo Co. Ltd. (KGK) to develop their SigNature DNA markers. These markers were developed to fight counterfeit products by using it in packaging materials and on pharmaceutical tablets.
- In December 2015, Nutritional Brands, a U.S. based company, had started using holographic, tamper-evident films across their product portfolio in order to counter counterfeit products.
- In July 2015, Constantia Flexibles had announced a new tamper-evident opening system called Constantia TEOS for packages enclosing medical devices. This system was developed for syringes housing TNF Blockers (tumor necrosis factor inhibitors).
The major players in the anti-counterfeit packaging market are SICPA Holding SA, Applied DNA Sciences Inc., SAVI Technology, Inc., Authentix Inc., Avery Dennison Corporation, CCL Industries Inc., 3M Company, E.I. du Pont de Nemours and Company and Zebra Technologies Corporation.