The International Market for Brand Protection Solutions – Drink & Food Products

Date: October 23, 2010
Pages: 144
US$ 760.00
Publisher: Vandagraf International Limited
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: I7B132E948BEN

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The International Market for Brand Protection Solutions – Drink & Food Products
Vandagraf has been researching and publishing a series of reports on ‘Brand Protection Solutions’. Each report focuses on specific vertical markets or end user industries:
  • Drink products - Alcoholic beverages, soft drinks and mineral waters
  • Food products - Honey, cheeses, smoked meats and other regional speciality products, chilled & frozen foods, limited life fresh foods, processed foods

Though grouped together in this report, Drink & Food products generally have relatively little in common in terms of product related crime. Alcoholic Drink products are often counterfeited and are also widely subjected to various forms of refilling and / or dilution. Alcoholic Drink Products are also widely targeted by smugglers (particularly to countries with high excise duty). Food products are most vulnerable to tampering of various sorts, together with a few cases of counterfeiting most commonly of high margin regional products.

Global financial losses due to counterfeiting and other product related crimes relating to Drink products in 2008 have been estimated at $9.6 billion with Food products accounting for a further $2.1 billion in that year (not including the market for ‘quality and freshness’ devices and solutions).

This report identifies vulnerable products categories and identifies niche opportunities for brand protection solutions. The report also describes the different approaches to brand protection that are available to companies and organisations operating in these sectors.

Liquors and spirits and fine wines tend to be the most highly priced mass produced products in the Drink sector and generally have strong margins. These product categories continue to be the primary focus of product related crime in the Drink sector. Other alcoholic and non-alcoholic drinks are also subject to product related crime from time to time.

Alcoholic drinks typically employ complex cap closures / seals to deter re-filling. These cap closures / seals often also carry authentication devices. It is also possible to make life more difficult for counterfeiters by introducing anti-counterfeit technology and features within the labelling, sealing or outer packaging. The use of non-standard special bespoke glass bottles can offer some further barrier to counterfeiters. Liquor / spirits are also a high theft product category and electronic article surveillance tags / labels are widely used at retail.

In addition to liquors and spirits, fine wines which can command high prices are also vulnerable to counterfeiting. Several systems now exist for protecting vintage wines from counterfeit attacks. RFID is already used in conjunction with security ink marking and other security features at bottle level.

Within the overall market for food, it is branded packaged processed food products and meats most often potential victims to counterfeiting. Tampering in its various forms is generally a more significant and concerning problem in the Food sector today, including grazing (ie: Sampling of products in the retail store without purchasing), tampering for the purpose of obtaining fraudulent cash refunds, pilfering (ie: Removal of some product from its packaging – somewhere along the supply chain or at retail), malicious criminal tampering (poisoning or spiking of products, often accompanied by extortion demands).

The market for traditional brand protection products in the Food sector is relatively small compared to the market for such products for the Drink sector. Tamper evident features and devices are, on the other hand, very widely used in the Food sector.

Within the Food sector, there is also a major demand for products and devices that assure ‘quality and freshness’ of products. Such ‘quality and freshness’ devices may be viewed as being a component of the market for brand protection solutions and are used widely for limited life fresh, chilled & frozen foods including fruit and vegetables, meats, cheeses and other products.

Leading brand owner companies are taking an increasingly robust approach in their fight against product related crime to slow the resulting loss of revenues and erosion of the value of their brands.

This report describes the different approaches to brand protection that are available to Drink & Food products brand owners, outlining the different strategic considerations that are appropriate across the different segments of this diverse marketplace.

An overview of problems and key drivers, together with descriptions of appropriate solutions, including actual case studies are included. The case for 1st, 2nd and / or 3rd level brand protection technologies is examined.

Drink & Food Products – Value of Market for Brand Protection Solutions
Overview - Drink Products
Overview - Food Products
Financial Losses


Table Security risks - Product related through the supply chain in Drink & Food Products
Table Countermeasures – Appropriate to product related crime in Drink & Food Products
Table Propensity to produce or consume counterfeited Food and Drink products - OECD
A Brief History of Counterfeiting of Drink & Food Products


2.1 Market Overview – Industry structure & leading companies – Drink Products
2.2 Product Related Crime – Drink Products
  2.2.1 Key criteria that make certain product categories attractive to counterfeiters
  2.2.2 High rates of Excise Duty on Alcoholic Drinks naturally attracts smuggling and counterfeiting within the EU
  2.2.3 Panda Soft Drinks Example
  2.2.4 Case Study - UK Food Standards Agency Issues Warning on Counterfeit Vodka in 2005
  2.2.5 Case Study - Fraud Database Leads to Vodka Raid in the United Kingdom in 2008
  2.2.6 Case Study – Counterfeit Product / Packaging - Johnnie Walker Whisky
  2.2.7 Counterfeiting and Product Quality in the Wine Industry
  2.2.8 Case Study - Perrier Sparkling Water Benzene Contamination – Handling a Product Recall – Limitation of Damage to a Brand
  2.2.9 Case Study - A Public Relations Disaster for Coca-Cola Dasani brand bottled water in the United Kingdom
2.3 Brand Protection – Drink Products
  2.3.1 Security Packaging / Labels / Shrink sleeves in the Liquors / Spirits market – Tamper evident and Holographic Devices
  2.3.2 Holographic Security Labels for Premium Alcohol Drinks - Hologram Industries' Diagram®Fermer
  2.3.3 Molecular Micro-taggants – Drink Products
  2.3.4 Tamper evident and non-refillable closures for Liquors / Spirits
  2.3.5 EAS Anti-theft Technology in the Alcoholic Drink Industry
  2.3.6 Brand protection of Premium Wine and Fortified Wine
  2.3.7 Case History – A new high tech anti-counterfeiting technology from Kodak Helps Napa Valley Wineries Fight Wine Fraud
  2.3.8 Case Study – The Bubble Tag from Prooftag – Protecting Wine from Counterfeiting
  2.3.9 Rioja Wine Label with Generic Hologram
  2.3.10 Case Study - Corus - Holographic Effect Steel Packaging
  2.3.11 Case Study - Holographic Features on Hard Metal Surfaces
  2.3.12 Case Study - Guala launches new tamper-evident closure for wine bottles
  2.3.13 RFID as a Viable Tool for Brand Protection – Drink Products – Liqueurs / Spirits & Wine
  2.3.14 Case Study - Nokia / Bols - NFC trials reveal application for RFID in liquor bottle authentication
  2.3.15 Other Developments in relation to RFID and Retailers including the Tagging of Drinks Products
  2.3.16 Case Study - eProvenance System to Protect Fine Wines
  2.3.17 Case Study - Smartcorq™ – RFID enabled fine wine cork provides information about a fine wine’s background (Time / Temperature profile)
  2.3.18 Case Study - Sea Smoke Winery – RFID Tagged Barrels
  2.3.19 Towards Consumer self-authentication of products at retail, including Wine
  2.3.20 Case Study - A Hotel in Mexico adopts RFID to combat Wine Theft
  2.3.21 Hyperlabel System with Coca-Cola
  2.3.22 Innovative and Sophisticated Packaging Designs and Finishes can make it Harder for the Counterfeiter – Drinks Products
  2.3.23 Cartonboard Packaging and Labels – Materials and Surface Finishes can have a significant impact on the relative Difficulty of Counterfeiting
  2.3.24 Glass Bottles - Economics and Dynamics of Manufacture can have a significant impact on the relative Difficulty of Counterfeiting
  2.3.25 Metal Foil Based Finishes – Hot Foil Stamping, Cold Foiling, Holographic Effects



3.1 Market Overview – Industry structure & leading companies – Food Products
3.2 Product Related Crime and Product Related Quality Issues – Food Products
  3.2.1 Case Study - Food Alert – Product recall following detection of potential carcinogen in Honey in Scotland in 2005
  3.2.2 Case Study - Melamine traces found in Fake Protein Powder in Milk Products for Children in China
  3.2.3 Case Study – Artificial colouration of edible olives with non-edible shoe polish in Egypt
  3.2.4 Types of Tampering in the Food Sector
3.3 Brand Protection – Food Products
  3.3.1 Threats to Brands in the Food Sector Continue to Build - Additional Forces are Emerging– Manufacturer’s Responsibility, International Terrorism, Bio Terrorism
  3.3.2 Bioterrorism Act of 2002 - Counter-terrorism related legislation - A significant Issue for Food Producers
  3.3.3 Case Study - Leading Mexican tomato and pepper supplier Del Campo to deploy brand protection technology HarvestMark from YottaMark
  3.3.4 Case Study - Brand Protection Packaging for Nutritional and Diet Products – The Experiences of Two Companies - Abbott Laboratories / Trimspa Inc
  3.3.5 Overview - Forms of tamper evident packaging used in the Food Sector
  3.3.6 Case Study - Tamper Evident Consignments - Pallet Loads carrying Multiple Cases of Fresh Vegetables
  3.3.7 Case Study - Tamper Evident 50lb pack for Seasonings, Herbs, Spices and other Dry Flavor Systems
  3.3.8 Food Quality and Freshness – An Essential Aspect of Brand Protection in the Food Sector
  3.3.9 Smart / Intelligent Labels
  3.3.10 Freshness Labels and the Like – For Food Products
  3.3.11 Time-Temperature (TTI) Devices used in the Food Sector
  3.3.12 Case Study – French Retail Chain Monoprix – Time/Temperature and Freshness Indicator Labels
  3.3.13 Case Study - 3M MonitorMark Time/Temperature Indicator (TTI) Tag
  3.3.14 Schreiner e-temp-label - Time/Temperature Indicator (TTI) RFID Label
  3.3.15 Case Study - Biott Time/Temperature Indicator (TTI) Labels - Brand Protection Applications in the Food Sector
  3.3.16 Case Study - The Timestrip™ Family of Time/Temperature Indicators and the Like
  3.3.17 Forecast Evolution of Date Code Technologies – For Food Products
  3.3.18 Management of Cold Chain Issues in the Food Sector
  3.3.19 Profile of a Tesco Cold Chain DC project
  3.3.20 RFID for Brand Protection and Security in the Food Industry
  3.3.21 Case Study – Ballantine Produce Co - Tracking Movement of Peaches and Nectarines with RFID
  3.3.22 Case Study - Nestle Deutschland – RFID Labels for Food Products
  3.3.23 Case Study – Norwegian Food Group Nortura to Track Meat
  3.3.24 Case Study - Marks & Spencer Creates RFID Supply Chain for Refrigerated Foods – Worldwide Fruit Limited
  3.3.25 RFID Labels in Supermarkets / Hypermarkets
  3.3.26 Brand Protection and RFID in Retailing
  3.3.27 RFID enabled Intelligent Freezer – Metro Group
3.4 Opportunities for Brand Protection Solutions Providers – Food Products
  3.4.1 Nano-Technology – A Big Future for Brand Protection for Food Products


4.1 How authentication technologies can assist in the fight against product piracy
4.2 Introducing a simple method of validation for customs inspection
4.3 Developing an inspection tool or security feature that assists in identifying suspected spurious Drink & Food products
4.4 Providing assurance to end users
4.5 Case Study - Counterfeit vodka laced with toxic household agents created a deadly cocktail that killed dozens of Russians in 2006
4.6 Is it possible to develop a single, global anti-counterfeit device that will be recognised and used in all applications?
4.7 Applying the right strategy and tactics to anti-counterfeiting and anti-tampering initiatives
4.8 Developing a layered approach to product protection
4.9 Levels of Defense in Brand Protection
4.10 Case Study – Cost effective security packaging for Tea comprising a combination of multiple functions integrated into a single label
4.11 The importance of being able to prove provenance
4.12 How install a resilient and adaptable system
4.13 How to protect against theft in the supply chain and on the retail shelf
4.14 How to protect against tampering, grazing and extortion risk
4.15 Marking packaging so that products can carry their own self-validating features
4.16 Adapting paper labels
4.17 Using swing tickets and tags
4.18 Adapting primary packaging and adding tear tapes
4.19 Forensic (invisible) marking methods and compounds for products and components
4.20 Case Study - Genotyping and DNA Marking to combat Wine Counterfeiting
4.21 Direct Visible Marking Methods for Food Packaging
4.22 Security Labelling (Base) Materials
4.23 Security Packaging (and Cap Sealing) Materials
4.24 Security Tags and Swing Tickets
4.25 Security Materials for use in the Drink & Food Sector
4.26 Adding Security to Glass Containers
4.27 Brand Protection Features
  4.27.1 Special Inks
  4.27.2 Embossing, Holograms and Foils
  4.27.3 Films and Overlays (including Polarisers)
  4.27.4 Chipless Tags
  4.27.5 Radio Frequency (RFID) Devices
4.28 Ink jet Marking
4.29 Transfer Ribbon Marking
4.30 Laser Encoding – On-product and Ink Activated
4.31 Linking Serial Marking to Authentication Databases
4.32 Using the Internet and SMS Messaging to Provide Provenance Advice
4.33 Product Marking with Encrypted (2d) Bar Codes
4.34 Surface Feature Identification
4.35 Protecting Brands on the Worldwide Web
4.36 Cost and Relative Security Performance Measurement
4.37 Summary – Security Features
4.38 Opportunities for Manufacturers of Brand Protection Solutions – Drink & Food Products



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