Augmented Reality (AR) in Consumer Goods – Thematic Research

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The global augmented reality (AR) market was worth nearly $7 billion in 2020. The market is expected to grow at a CAGR of more than 35% during the forecast period.  AR refers to software that enables users to view the real world overlaid with digital data. Social distancing measures and health concerns exacerbated by the pandemic have drastically changed how consumers shop and supply chains operate. These changes have made AR solutions a more valuable investment for consumer companies.

COVID-19 limited the number of employees that were willing or legally and medically able to work on-site in production facilities, making it more difficult for these facilities to continue operating efficiently. Market conditions have only improved so much since 2020, as restrictions remain in place in many countries worldwide. Therefore, solutions that can successfully adapt production facilities to staffing shortages and social distancing requirements are more valuable to consumer companies. AR-enabled remote assistance solutions fall into this category. These solutions facilitate the remote transmission of technical support to onsite employees.

Global AR market overview

Global AR market overview

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What is the impact of AR on the consumer goods industry?

AR can be integrated into consumer companies’ production facilities to overcome the challenges presented by social distancing requirements. Specifically, remote assistance solutions can enable the delivery of technical assistance to factory-floor workers without the need for in-person visits by technicians. AR online adverts such as AR filters on social media platforms are an effective way of reaching the growing number of consumers shopping online and engaging them with immersive experiences. During the pandemic, PepsiCo, Diageo, Coca Cola, and Nestlé deployed AR online adverts in the form of social media filters.

Integrating AR devices such as smart glasses and remote assistance solutions into production facilities improves the overall resilience of a supply chain. These solutions enable a variety of functions to be performed remotely, including technical support and auditing. Within the immediate context of the pandemic, this improves the ability of production facilities to operate effectively while reducing onsite personnel, resulting in a working environment that is socially distanced and functional.

What are the different value chains of AR?

The value chains of AR can be divided into five segments: semiconductors, components, devices, platforms, and apps & content.


Semiconductors are one of the key battlegrounds in AR today. Chipmakers are now striving to improve their existing capabilities to suit the evolving requirements of AR, mostly around screen resolution, frame rates, processing speed, and connectivity.


Much of the major action in AR components is around 3D sensors, cameras, audio, displays, and batteries. These components come together for positional tracking, motion tracking, gesture recognition, and machine vision.


AR-enabling hardware comes in various forms, including smartphones, eyewear (AR smart glasses), and AR headsets. For consumer AR applications, smartphones are the most used platform, while enterprises typically prefer AR headsets and AR smart glasses, which offer a broader range of functions.


Building an AR ecosystem by incorporating both hardware and software is essential for the long-term success of any company in this market. The five prerequisites for a successful AR ecosystem are APIs & SDKs, AR engines – games, AR engines – enterprise, AI, and application delivery networks (ADNs) & content delivery networks (CDNs).

Apps & Content

Content is a major area of concern for AR companies. Snap, Meta, Tencent, and ByteDance have merged AR and eCommerce into their social media platforms, offering users the ability to try on products virtually. The ease of viewing products online, coupled with the ability to interact with those products, gives users a novel and immersive shopping experience.

Which are the key consumer goods companies associated with the AR theme?

The key consumer goods companies associated with the AR theme are Anheuser Busch InBev, Estee Lauder, L’Oréal, Nestlé, and PepsiCo.

Who are the specialist AR vendors in the consumer goods industry?

The specialist AR vendors in the consumer goods industry are Blippar, Perfect Corp, Poplar Studio, XMReality, and Zappar.

Market Report Scope

Market size (Year – 2020) Nearly $7 billion
CAGR >35%
Forecast period 2020-2030
Value chains Semiconductors, Components, Devices, Platforms, and Apps & Content.
Key consumer goods companies Anheuser Busch InBev, Estee Lauder, L’Oréal, Nestlé, and PepsiCo
Specialist AR vendors Blippar, Perfect Corp, Poplar Studio, XMReality, and Zappar


  • The pandemic has accelerated consumer companies’ adoption of AR.
  • Of all consumer companies, beauty brands are investing the most in AR because of the proven success of virtual try-on solutions for make-up and skincare products.
  • The importance of AR in the consumer goods sector is likely to grow as both consumer and enterprise AR devices and experiences become more ubiquitous.

Reasons to Buy

  • Understand the AR value chain.
  • Learn which AR use cases have the greatest potential in the consumer sector.
  • Identify the key specialist vendors and industry adopters of AR in the consumer goods sector.

Estee Lauder
AB InBev
Perfect Corp
Blippar XMReality
Poplar Studio

Table of Contents


Executive Summary

  • Augmented Reality Value Chain
  • Semiconductors
  • Components
  • Devices
  • Platforms
  • Apps and content

Consumer Goods Challenges

The Impact of AR on the Consumer Sector

Case Studies

Data Analysis

  • Market size and growth forecasts
  • Mergers and acquisitions
  • Mergers and acquisitions in consumer goods
  • Partnerships in consumer goods
  • Hiring trends
  • Company filings trends
  • Social media trends
  • Augmented reality timeline


Sector Scorecard

  • Consumer sector scorecard


Further Reading

Our Thematic Research Methodology

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