Editorial: Navigating the Murky Waters – The Elusive Market Size of Anticounterfeiting Technologies

At various industry events and meetings, and on diverse platforms, a perennial question surfaces: what is the true market size of anticounterfeiting technologies in the brand protection domain? Despite this editor’s long experience in this sector, the anticounterfeitingw question has consistently presented a significant challenge.

Throughout my career, I’ve come across numerous published reports presenting various figures, yet a persistent scepticism remains. But the bigger question is, can we genuinely rely on these market reports? Do their authors truly hold the complete answer, or is the complexity of this hidden global issue simply beyond precise measurement by anyone? This article examines a few challenges and provides recommendations for navigating the complexities of market research in this niche sector.

Challenge 1: what is being measured?

• Anticounterfeiting versus antifraud versus brand protection – many reports conflate these terms, leading to inflated or miscategorised figures. In addition, some reports might general antifraud solutions, which are not strictly anticounterfeiting technologies.
• Technologies versus services – it is important to clarify whether reports are measuring revenue from the sale of security features (holograms, RFID, secure inks) or from broader services that integrate these features (eg. track & trace platforms, authentication apps, online monitoring, and enforcement activities). Many reports combine the two.