The authentication and brand protection market is estimated to reach US$8.719 billion by 2030 from US$5.359 billion in 2025, growing at a CAGR of 12.73%.
Authentication and brand protection is the technology or solution, that is deployed to verify the identify the authentication of products offered by companies. The solution helps enhance the trust of the consumer while increasing the brand reputation. It also helps in countering the sale of counterfeit products in the market.
The increasing global demand for the cosmetics and personal care sector is among the key factors propelling the growth of the global authentication and brand protection market. The global cosmetic and personal care market witnessed major growth during the past few years. In the cosmetics and personal care sector, authentication solutions help the consumer verify the authentication of the products. The Cosmetic, Toiletry, and Perfumery Association, in its report, stated that in 2023, the cosmetic market in Europe witnessed a growth of 9.1%, which was previously recorded at 7.5% in 2022.
In the consumer electronics sector, the authentication and brand protection solution offers key applications, combating the sales of counterfeit products, that can challenge the trust of the electronics products in the global market. The governments of various countries, which include the USA, introduced key policies to restrict the sale of counterfeit electronics. The US Customs and Border Protection, in Nov 2024, introduced a new policy stating that the purchase and sale of counterfeit goods are illegal in the nation.
The rising production of electronics products in the global market is expected to boost the growth of the market during the estimated timeline. The Japan Electronics and Information Technology Industry Association, in its report, stated that in the nation, the production of electronics grew by 104%. The production of electronic components was recorded at YEN 255,780 million, whereas the production of electronic devices was recorded at YEN 386,458 million in August 2024.
The authentication and brand protection sector is developing rapidly due to the demand for blockchain technology, which is increasing the requirement to prevent counterfeiting and safeguard product integrity across sectors. These include luxury items, pharmaceuticals, and electronics. Moreover, today's consumers care about the transparency of products they purchase, especially when buying high-value or sensitive products such as medicines. Blockchain technology provides verifiable proof of authenticity that will build trust between brands and consumers.
Further, growth in online commerce and international cross-border trade has also maintained a heightened demand for safe and tamper-proof authentication systems. This will satisfy requirement blocks technologies making it very needy for businesses involved in international trade. Such growth presents the trend of increasing preference for all kinds of anti-counterfeiting solutions, with the entry of blockchain technology at the forefront for providing secure, transparent, and tamper-proof records of the authenticity of the products. For instance, the Aura Blockchain Consortium, set up by luxury firms such as LVMH, Prada Group, and Cartier, has already achieved the goal of uniting more than 40 luxury brands to provide a common framework for the digital identities of premium items. In this alliance, over 40 million luxury goods have been authenticated and traced using digital identities since their inception.
Further, Entrupy, the organization specializing in AI-based authentication solutions, has now signed on the documentation as authenticators for second-hand luxury handbags sold through TikTok Shop in the US. The above is using AI and blockchain technologies to facilitate confidence and security in the resale market. Moreover, in July 2024, the California DMV digitized the titles of 42 million cars via the application of blockchain technology; increasing fraud protection as well as helping in title transfer processes. This-moving allowed citizens to access their titles through a mobile app. This is a milestone in employing technology in government activities that are safe and hassle-free.
The United States has been a hub for the presence of leading players in the authentication and brand protection market such as Crane NXT, 3M, Authentix Inc., Digimarc, Avery Dennison Corporation, and Brady Corporation among others. The authentication and brand protection market in the United States is bolstered by megatrends, including the continuous rise of counterfeiting and proliferation of online marketplaces, as well as digital media and piracy. The presence of large players is a significant advantage in terms of adaptation and maintaining global dominance. In March 2024, Crane NXT, Co. announced it signed a definitive agreement with Investcorp Technology Partners to acquire OpSec Security for $270 million in cash. OpSec is a prominent brand protection and authentication solutions company, serving the world’s most recognized brands, government agencies, and financial institutions. This acquisition would enable Crane NXT, Co. to leverage complementary expertise in anticounterfeiting technology and drive growth and sustainable value creation as a trusted client partner.
The acquisition would increase Crane NXT’s capabilities to provide its customers with a complete end-to-end offering that combines proprietary features, technologies, and expertise to meet the brand authentication value chain. The adoption of electronic devices like smartphones, wearables, laptops, tablets, etc. is becoming more prevalent for brand protection, offering comprehensive data monitoring and interaction. According to the International Telecommunication Union (ITU), the percentage of individuals owning a mobile phone in 2023 was 88% in the Americas, one of the highest in the world. The rise in technology-advanced mobile phones will bring improvement in businesses combatting counterfeit products. It gives a cost-effective tool for instant product authentication, protecting customers, securing revenue, and preserving brand integrity.
| Report Metric | Details |
|---|---|
| Study Period | 2021 to 2031 |
| Historical Data | 2021 to 2024 |
| Base Year | 2025 |
| Forecast Period | 2026 – 2031 |
| Report Metric | Details |
| Authentication And Brand Protection Market Size in 2025 | US$5.359 billion |
| Authentication And Brand Protection Market Size in 2030 | US$8.719 billion |
| Growth Rate | CAGR of 12.73% |
| Study Period | 2020 to 2030 |
| Historical Data | 2020 to 2023 |
| Base Year | 2024 |
| Forecast Period | 2025 – 2030 |
| Forecast Unit (Value) | USD Billion |
| Segmentation |
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| Geographical Segmentation | North America, South America, Europe, Middle East and Africa, Asia Pacific |
| List of Major Companies in Authentication And Brand Protection Market |
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| Customization Scope | Free report customization with purchase |