Report reassures growth for packaging holography, says trade body

Hologram to remain robust and strong for next few years

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An international trade body says the latest industry reports indicate continued growth for anti-counterfeiting packaging technologies. According to the International Hologram Manufacturers Association (IHMA), the ‘Anti-counterfeiting, Authentication and Verification Technologies’ report signals the added expertise holography brings to the authentication of packaging products.

Coming at a time when international business is struggling with the impact of the coronavirus pandemic, the trade body says the report offers reassurance that the market for packaging authentication technologies will remain strong and robust for the next few years. 

The worldwide market for holograms is expected to grow by an estimated 27% over the next five years at a time when the global anti-counterfeiting packaging market is expected to reach US$ 133720 million (approximately Rs 10 lakh crore) by the end of 2026, with a CAGR above 10% during 2021 to 2026.

Companies looking to protect their products against brand piracy and reduce the levels of counterfeiting are adopting advanced authentication and verification technologies. Moreover, technological innovation within the anti-counterfeiting, authentication and verification technologies market is a major factor contributing to the growth of the market, says the IHMA.

Counterfeiting is lucrative, but packaging featuring security devices can help to check the distribution and smuggling of illicit products. In contrast, items not displaying security holograms can be seized and destroyed by appropriate law enforcement authorities and agencies. 

Commenting on the report, IHMA chair Paul Dunn said as brand owners face a broad range of threats, suppliers are developing and adopting integrated platforms that allow brands to address physical retail, supply-chain and online threats comprehensively.

“Digital solutions are a clear and growing addition to authentication solutions, sometimes in isolation, but within the holographic industry it’s the combination with packaging track and trace systems among other solutions, that’s seen as the foreseeable future. In doing so, the opportunities for holograms to be at the forefront will drive sector growth.

“Critically, the report indicates that the role of holograms as effective weapons in the frontline fight against counterfeiters and fraudsters will continue to enhance brand protection. All involved in the supply chain will be constantly reassured by the presence of holograms on products, recognizing the benefits they provide.”

The use of well-designed and properly deployed authentication solutions, as advocated by the ISO 12931 standard, enables examiners to verify the authenticity of a legitimate product, differentiating it from fake products coming from counterfeiting hot spots in Asia and eastern Europe. Even those that carry a ‘fake’ authentication feature can be distinguished from the genuine item if that item carries a carefully thought-out authentication solution.

The article is issued on behalf of the IHMA by Mitchell Halton Watson 

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