Home News Holography trade body looks ahead to “new growth and opportunity” in 2020

Holography trade body looks ahead to “new growth and opportunity” in 2020

by Brian Sims

Rising global demand for ID and packaging security and authentication devices will strengthen the market for holography in 2020. That’s according to the sector’s international trade body, namely the International Hologram Manufacturers Association (IHMA). The IHMA sees the continued integration of holograms alongside other authentication and track and trace technologies as the driver for growth in the next 12 months, duly underpinning moves to support overt and covert protection strategies.

While Europe and North America will present opportunities, it’s the ‘hot spots’ of Asia, where counterfeiting remains ubiquitous, that will see the most commercial potential.

Countries across the continent, notably India and China, will continue to offer widescale growth as law enforcement and national Government intensify their war on counterfeiting. It’s expected that the increased integration of holograms in these territories as part of brand protection strategies will be adopted by those looking to tackle the problem.

Growth in packaging authentication devices appears both ‘strong and lucrative’ on the back of forecasts that the global market for anti-counterfeiting packaging will reach upwards of US$250 billion by 2026*. This is primarily due to the rise in healthcare concerns, higher adoption rates of anti-counterfeit technologies and growing awareness of track and trace technologies.

Smuggling of illicit goods

Holographic-based security devices on packaged goods can ensure quality and check the distribution and smuggling of illicit products, while items not displaying them can be seized and destroyed.

Holography will also hold up well in comparison with other optical variable features in the currency market in 2020, suggests the IHMA, as the growth in polymer notes benefits from holographic security features, which reassure both the public and central banks about cash authenticity.

Dr Paul Dunn

Dr Paul Dunn

Dr Paul Dunn, chairman of the IHMA, said: “Innovative features in traditional paper substrates are pushing the boundaries of what the technology can achieve, reflecting the fact that there’s plenty of mileage in holography. We have seen new applications for holographic features on ID documents coming through in the last 12 months. For example, products that incorporate new ‘opto-digital’ functionalities. Holograms for ID, where innovations are linked to digital applications, packaging and tax stamps, are all tipped for continued growth.”

Dunn believes we will see more exploration of holography technologies for new wearable head-up displays and other smart devices to enhance people’s lives.

Major drivers for growth

With LEDs in use as vehicle rear lights and brake lights, holographic optical elements are gaining traction to improve light levels on small and large format LCD and OLED displays used for dashboard instrumentation.

“Display holograms, which are often overlooked and a small sector within the holographic market, certainly possess growth potential,” said Dr  Dunn. “The market is projected to reach US$3 billion by 2020 from US$567 million in 2013. That’s according to the latest report.”**

The major drivers for the market’s growth are increased demand of holographic displays in events and advertisements and escalated demand of holography for medical imaging in the healthcare industry.

The use of authentication solutions, as advocated by ISO 12931, 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.


* https://www.globenewswire.com/news-release/2019/09/05/1911804/0/en/Anti-Counterfeit-Packaging-Market-To-Reach-USD-248-90-Billion-By-2026-Reports-And-Data.html

** https://www.marketsandmarkets.com/Market-Reports/holographic-market-144316799.html

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