The European Union Intellectual Property Office (EUIPO) has launched its “What’s on Your Table?” campaign to expose a hidden but growing threat: counterfeit food and beverages infiltrating Europe’s markets. At stake is not only the integrity of our favorite products, but also consumer health, public trust, and billions in economic losses.
The latest OECD report, Mapping Global Trade in Fakes 2025, reveals an alarming reality: counterfeit goods made up as much as 3.3% of global trade in 2023—equivalent to nearly USD 340 billion. Some of the most affected industries include:
The global nicotine pouch market has seen remarkable growth in recent years, driven by consumers seeking alternatives to traditional tobacco products. However, this expansion has been accompanied by a surge in counterfeit products entering supply chains worldwide. These illicit goods not only undermine legitimate businesses but also pose significant risks to consumer health and safety.
The nicotine pouches market is booming, with projections estimating it will reach $25.40 billion by 2030, growing at an impressive CAGR of 29.6% from 2025 to 2030. This surge is fueled by shifting consumer preferences, increased health awareness, and the demand for smoke-free, discreet alternatives to traditional tobacco products.
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The TRACIT 2025 Illicit Trade Index underscores the persistent global challenge of illicit trade, revealing widespread vulnerabilities across regulatory frameworks, supply chains, and enforcement mechanisms. Illicit goods—from counterfeit alcohol and pharmaceuticals to fake electronics and FMCG products—continue to infiltrate markets, threatening consumer safety, businesses, and government revenues.
Tobacco smuggling remains a significant challenge across Europe, impacting public health, government revenues, and security. Two recent reports from Ipsos and Emerging Europe provide a glimpse into the hazards posed by illicit tobacco trade, highlighting its widespread impact despite regulatory efforts.
Starting June 1st, 2025, all carbonated, energy drinks, and other Excise products (except sweet drinks) imported into Oman must feature unique identifiers visible on each product. This regulation is part of the country’s efforts to enhance tax transparency and combat illicit trade.
Technology is becoming better each day. It led to counterfeit products so well-made that even experts struggle to tell them apart from authentic luxury items, called superfakes.
