Anti-counterfeit Packaging: Bringing Share Equity Back For Brands

Duplicated packaging dilutes market equity shares for leading brands in food and beverages. Anti-counterfeit packaging techniques hold solutions.

 
Food and beverage packaging industry complexes along the varied consistency of eatables and fluids in consumer demand. Black sheep players in the market sneak in with their duplicated packages, harnessing profits and reputation of certain brands as personal profits. Certain regional markets are highlighted for high counterfeiting activities in packaging. This may or may not include, imitation of label graphics, similar color sequences and name for their content, plus replicating both package and content.

Such duplication is not good for both market and consumer health. The unsatisfied consumer, detaches its future relations from the brand and its products. Negative feedback deteriorates advertising turnover, while the company suffers loss of market. Industry managers, are therefore, inclined to innovate and establish their signature packaging techniques among the end-consumers.

Understanding Anti-Counterfeit Packaging


Modification of a package design is inclusive of working around advanced materials, multi-sensory appeal, multi-layering techniques, and adding uncopiable features to the product. Holographic layering, is one such instance. It increases the net cost and input of manufacturing, hindering adoptability among the copiers. Research and training programs, specifically focus upon developing specialty inks that are unachievable with any combination of paper and polymer to be sourced in a single channel to the specific packaging company. Other prevalent components include labels, holograms, and bar codes.

Anti-counterfeit packaging is a two-way candy bar. Apart from saving brand reputation and protecting its demand, consumer safety gains prime focus. The advanced packaging has additional advantages for the product too. It facilitates long duration quality retention, and hence provides an increased shelf-life to the product. Design considerations pay close regard to how the food or beverage shall be consumed eventually, whether directly from the pack, or served out in portions. Therefore, there are medical approval concerns attached to it as well. Gaining FDA approval for implemented packaging material hints hindrance for the market growth.

Entire Market Package


Intelligent packing has emerged as a tool to trace and track batches of original product into the market. this relieves the risks of huge stocks being retained by counterfeiters for long periods of time. Any suspicious flow of supply is easily identified. Moreover, authenticating nodes at selling and reselling points saves the consumer from landing up with duplicated specimens. Barcodes and holograms, have served this end efficiently for a long time. It is the inclusion RFID that has structures a new branch of interest from manufacturers and sellers. The supply-chain management is automated for everyone’s convenience. While this holds good for large batches, it is uneconomical for small retailers and individual packets to adopt this.

Research and development in semi-conductor electronics is some ray of hope for the manufacturers. They shall expect that net cost of packaging does not exceed cost of the product, especially when compared to the products in close competition. Recently published report, “World Anti-Counterfeit Packaging (Food and Beverages) Market - Opportunities and Forecasts, 2014 – 2020,” published by Allied Market Research quantitatively analyzes industry structure. According to it, analysts evaluated market size for anti-counterfeit packaging in food and beverages segment to reach $62.5 billion by 2020, with a CAGR of 16.1% during 2014 to 2020. The report is the ultimate package of company profiles, financial projections, and profitable investment pockets for market stakeholders.

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