Global demand for anti-counterfeiting, brand protection and security packaging will return to growth in 2021. In the preceding year total sales of such components in all sectors were worth $3.12 billion according to the latest exclusive insight from Smithers, a drop in value from the $3.25 billion in 2019. Across 2021-2026 the market will now expand at a compound annual growth rate of 5.6% to reach a total value of $4.26 billion in the final year.

Smithers packaging market data overall shows personal care and cosmetics was one of the segments worst affected in 2020. As stores were shut and socializing restricted by Covid containment measures, total sales declined by 14.7% relative to 2019, to 23.53 billion worldwide in 2020.

The rise of e-commerce sales and greater concern over product authenticity meant sales of anti-counterfeiting components into the segment held up, however. Through to 2026 demand will rise again.

In cosmetics packaging, tamper-evidence features will retain the largest share (51.5%) of a segment Smithers forecasts will be worth $102.4 million in 2021. The increasing use of online sales channels will help make supply chain security features – which can also safeguard against grey market sales – the fastest growing segment over the next five years.
Cosmetics and beauty products account for up to 10% of all counterfeit goods seized worldwide every year. To reassure their consumers, many leading cosmetics manufacturers are adopting brand protection measures such as holographic images on labels, laminate pouches and shrink sleeves. These can also be used on outer cartons and for inner packaging, to provide additional security.

Notable examples of holographic packaging include: Givenchy’s Very Irresistible range of women’s and men’s cosmetics; Addict from Dior; Magnifique from Lancôme; and Mariah Carey’s Lollipop Bling perfume. CoverGirl cosmetics achieves a holographic effect on its aluminium foil packaging rather than using labels.

The new Smithers report, The Future of Anti-Counterfeiting, Brand Protection and Security Packaging to 2026, is available.

ABOUT THE AUTHOR

John Nelson is an award-winning editor and journalist working in the market reports and consultancy business of Smithers. Here he covers market and technology developments across multiple technical and commercial segments, including home and personal care, sustainability, packaging, printing, paper, nonwovens, rubber and tires.  

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