NEW YORK, Jan. 18, 2023 /PRNewswire/ -- According to Technavio, the global cold storage market size is estimated to grow by USD 118.3 billion from 2022 to 2027. The market is estimated to grow at a CAGR of 13.47% during the forecast period. However, the growth momentum will progress. APAC will account for 45% of the growth of the global market during the forecast period. For more Insights on market size Request a sample report
Global cold storage market - Five Forces
The global cloud data warehouse market is fragmented, and the five forces analysis covers–
- Bargaining power of buyers
- The threat of new entrants
- Threat of rivalry
- Bargaining power of suppliers
- Threat of substitutes
- Interpretation of porter's five models helps to strategize the business, for entire details – buy the report!
Global cold storage market – Customer Landscape
The report includes the market's adoption lifecycle, from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global cold storage market - Segmentation Assessment
Segment Overview
Technavio has segmented the market based on end-user (Meat and seafood, Fruits and vegetables, Bakery and confectionery, Dairy and frozen products, and Others), and type (Private, semi-private, and Public).
- The meat and seafood segment will grow at a significant rate during the forecast period. Meat and seafood are highly nutritious food when their quality is preserved. However, the shelf life of such foods is limited, and hence, they require refrigeration to retain their quality. The use of cold chains helps retain the quality and nutrition of such foods. Meat and seafood have different temperature requirements for storage in a cold chain process. Such factors will increase segment growth during the forecast period.
Geography Overview
By geography, the global cold storage market is segmented into APAC, North America, Europe, South America, and Middle East and Africa. The report provides actionable insights and estimates the contribution of all regions to the growth of the global cold storage market.
- APAC is estimated to account for 45% of the growth of the global market during the forecast period. The market in APAC is expected to grow due to the extensive presence of both food and healthcare product suppliers and consumers. With the rise in disposable income and the geriatric population in countries such as Japan and China, the expenditure on healthcare in this region is experiencing strong growth. This increases the demand for temperature-controlled healthcare products such as biopharmaceuticals, vaccines, and clinical trial materials.
Global cold storage market – Market Dynamics
Key factor driving market growth
- The rising awareness about reducing the wastage of food is the key factor driving the global chilled storage market.
- Food waste is a major problem worldwide. Most of the food waste is due to the lack of proper storage facilities.
- Typically, perishable foods move through the supply chain at different temperatures, which sometimes leads to food spoilage and waste. To solve this problem, the Chinese government is focusing on solutions to reduce food waste and extend the shelf life of perishable foods.
- There is a need for better storage worldwide, owing to global population growth and high food wastage; the storage will aid in tackling the problem of food insecurity as it offers a stable environment for food products throughout the supply chain.
- Thus, the growing awareness of reducing food wastage will increase the demand for storage facilities, which in turn will propel the growth of the market in focus during the forecast period.
Leading trends influencing the market
- The use of fuel cell-based forklifts in refrigerated warehousing to increase productivity and save space is the primary trend in the global chilled storage market.
- Fuel cell-based forklifts use hydrogen in an electrochemical reaction to produce non-burning energy, with electricity, heat, and water as by-products.
- This fuel cell-based technology is finding its way into various applications such as strollers. One of the great advantages of using fuel cell-based forklifts is that they work optimally even at low temperatures of storage.
- In addition, the use of fuel cell-based technology can help warehouse operators save high-value space in warehouses, which is generally occupied by battery charging stations and batteries.
- Changing the battery in a forklift requires around 10-20 minutes, whereas hydrogen refueling in a fuel cell-based forklift takes around five minutes. Thus, such trends will positively impact the growth of the global storage market during the forecast period.
Major challenges hindering market growth
- Seasonal demand for refrigerated products leads to capacity-related issues is a major challenge to the global chilled storage market.
- Seasonal demand for cold products such as ice cream, which are typically consumed during summer or hot seasons, increases the need for cold chain solutions such as storage to store products during those times.
- However, if the demand for these products decreases in the winter or cold season, the need for cold solutions also decreases. Therefore, the income of suppliers of cold solutions varies from season to season, which is a challenge for the seller.
- The refrigerated storage of fresh produce is dependent on the harvest season.
- After the harvest season is over, the amount of corn that requires storage falls, thus lowering the occupancy rates and revenues for operators of refrigerated warehouses and market vendors. such issues will hamper the growth of the market during the forecast period.
What are the key data covered in this cold storage market report?
- CAGR of the market during the forecast period
- Detailed information on factors that will drive the growth of the cold storage market between 2023 and 2027
- Precise estimation of the size of the cold storage market size and its contribution to the market in focus on the parent market
- Accurate predictions about upcoming trends and changes in consumer behavior
- Growth of the cold storage market industry across APAC, North America, Europe, South America, and Middle East and Africa
- A thorough analysis of the market's competitive landscape and detailed information about vendors
- Comprehensive analysis of factors that will challenge the growth of cold storage market vendors
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Cold Storage Market Scope |
|
Report Coverage |
Details |
Page number |
168 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 13.47% |
Market growth 2023-2027 |
USD 118.3 billion |
Market structure |
Fragmented |
YoY growth 2022-2023 (%) |
17.62 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 45% |
Key countries |
US, India, China, Japan, and UK |
Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled |
Americold Realty Operating Partnership LP, Beijing Howcool Refrigeration Technology Co. Ltd., Burris Logistics, Changzhou Yuyan Refrigeration Equipment Co. Ltd., Coldman Logistics Pvt.Ltd., Commercial Cold Storage Group Ltd., Congebec Logistics Inc., Holt Logistics Corp., Interstate Cold Storage Inc., John Swire and Sons Ltd., Lineage Logistics Holdings LLC, NewCold Cooperatief UA, Nichirei Corp., Nilkamal Ltd., Nor AM Cold Storage Inc., RSA Global DWC LLC, Snowman Logistics Ltd., Stellar Development Foundation, VersaCold Logistics Services, and Wabash Valley Cold Storage |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
Table of contents
1 Executive Summary
- 1.1 Market overview
- Exhibit 01: Executive Summary – Chart on Market Overview
- Exhibit 02: Executive Summary – Data Table on Market Overview
- Exhibit 03: Executive Summary – Chart on Global Market Characteristics
- Exhibit 04: Executive Summary – Chart on Market by Geography
- Exhibit 05: Executive Summary – Chart on Market Segmentation by End-user
- Exhibit 06: Executive Summary – Chart on Market Segmentation by Type
- Exhibit 07: Executive Summary – Chart on Incremental Growth
- Exhibit 08: Executive Summary – Data Table on Incremental Growth
- Exhibit 09: Executive Summary – Chart on Vendor Market Positioning
2 Market Landscape
- 2.1 Market ecosystem
- Exhibit 10: Parent market
- Exhibit 11: Market Characteristics
3 Market Sizing
- 3.1 Market definition
- Exhibit 12: Offerings of vendors included in the market definition
- 3.2 Market segment analysis
- Exhibit 13: Market segments
- 3.3 Market size 2022
- 3.4 Market outlook: Forecast for 2022-2027
- Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ billion)
- Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
- Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
- Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)
4 Historic Market Size
- 4.1 Global cold storage market 2017 - 2021
- Exhibit 18: Historic Market Size – Data Table on Global cold storage market 2017 - 2021 ($ billion)
- 4.2 End-user Segment Analysis 2017 - 2021
- Exhibit 19: Historic Market Size – End-user Segment 2017 - 2021 ($ billion)
- 4.3 Type Segment Analysis 2017 - 2021
- Exhibit 20: Historic Market Size – Type Segment 2017 - 2021 ($ billion)
- 4.4 Geography Segment Analysis 2017 - 2021
- Exhibit 21: Historic Market Size – Geography Segment 2017 - 2021 ($ billion)
- 4.5 Country Segment Analysis 2017 - 2021
- Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 ($ billion)
5 Five Forces Analysis
- 5.1 Five forces summary
- Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
- 5.2 Bargaining power of buyers
- Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027
- 5.3 Bargaining power of suppliers
- Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027
- 5.4 Threat of new entrants
- Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027
- 5.5 Threat of substitutes
- Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027
- 5.6 Threat of rivalry
- Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027
- 5.7 Market condition
- Exhibit 29: Chart on Market condition - Five forces 2022 and 2027
6 Market Segmentation by End-user
- 6.1 Market segments
- Exhibit 30: Chart on End-user - Market share 2022-2027 (%)
- Exhibit 31: Data Table on End-user - Market share 2022-2027 (%)
- 6.2 Comparison by End-user
- Exhibit 32: Chart on Comparison by End-user
- Exhibit 33: Data Table on Comparison by End-user
- 6.3 Meat and seafood - Market size and forecast 2022-2027
- Exhibit 34: Chart on Meat and seafood - Market size and forecast 2022-2027 ($ billion)
- Exhibit 35: Data Table on Meat and seafood - Market size and forecast 2022-2027 ($ billion)
- Exhibit 36: Chart on Meat and seafood - Year-over-year growth 2022-2027 (%)
- Exhibit 37: Data Table on Meat and seafood - Year-over-year growth 2022-2027 (%)
- 6.4 Fruits and vegetables - Market size and forecast 2022-2027
- Exhibit 38: Chart on Fruits and vegetables - Market size and forecast 2022-2027 ($ billion)
- Exhibit 39: Data Table on Fruits and vegetables - Market size and forecast 2022-2027 ($ billion)
- Exhibit 40: Chart on Fruits and vegetables - Year-over-year growth 2022-2027 (%)
- Exhibit 41: Data Table on Fruits and vegetables - Year-over-year growth 2022-2027 (%)
- 6.5 Bakery and confectionery - Market size and forecast 2022-2027
- Exhibit 42: Chart on Bakery and confectionery - Market size and forecast 2022-2027 ($ billion)
- Exhibit 43: Data Table on Bakery and confectionery - Market size and forecast 2022-2027 ($ billion)
- Exhibit 44: Chart on Bakery and confectionery - Year-over-year growth 2022-2027 (%)
- Exhibit 45: Data Table on Bakery and confectionery - Year-over-year growth 2022-2027 (%)
- 6.6 Dairy and frozen products - Market size and forecast 2022-2027
- Exhibit 46: Chart on Dairy and frozen products - Market size and forecast 2022-2027 ($ billion)
- Exhibit 47: Data Table on Dairy and frozen products - Market size and forecast 2022-2027 ($ billion)
- Exhibit 48: Chart on Dairy and frozen products - Year-over-year growth 2022-2027 (%)
- Exhibit 49: Data Table on Dairy and frozen products - Year-over-year growth 2022-2027 (%)
- 6.7 Others - Market size and forecast 2022-2027
- Exhibit 50: Chart on Others - Market size and forecast 2022-2027 ($ billion)
- Exhibit 51: Data Table on Others - Market size and forecast 2022-2027 ($ billion)
- Exhibit 52: Chart on Others - Year-over-year growth 2022-2027 (%)
- Exhibit 53: Data Table on Others - Year-over-year growth 2022-2027 (%)
- 6.8 Market opportunity by End-user
- Exhibit 54: Market opportunity by End-user ($ billion)
7 Market Segmentation by Type
- 7.1 Market segments
- Exhibit 55: Chart on Type - Market share 2022-2027 (%)
- Exhibit 56: Data Table on Type - Market share 2022-2027 (%)
- 7.2 Comparison by Type
- Exhibit 57: Chart on Comparison by Type
- Exhibit 58: Data Table on Comparison by Type
- 7.3 Private and semi-private - Market size and forecast 2022-2027
- Exhibit 59: Chart on Private and semi-private - Market size and forecast 2022-2027 ($ billion)
- Exhibit 60: Data Table on Private and semi-private - Market size and forecast 2022-2027 ($ billion)
- Exhibit 61: Chart on Private and semi-private - Year-over-year growth 2022-2027 (%)
- Exhibit 62: Data Table on Private and semi-private - Year-over-year growth 2022-2027 (%)
- 7.4 Public - Market size and forecast 2022-2027
- Exhibit 63: Chart on Public - Market size and forecast 2022-2027 ($ billion)
- Exhibit 64: Data Table on Public - Market size and forecast 2022-2027 ($ billion)
- Exhibit 65: Chart on Public - Year-over-year growth 2022-2027 (%)
- Exhibit 66: Data Table on Public - Year-over-year growth 2022-2027 (%)
- 7.5 Market opportunity by Type
- Exhibit 67: Market opportunity by Type ($ billion)
8 Customer Landscape
- 8.1 Customer landscape overview
- Exhibit 68: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
9 Geographic Landscape
- 9.1 Geographic segmentation
- Exhibit 69: Chart on Market share by geography 2022-2027 (%)
- Exhibit 70: Data Table on Market share by geography 2022-2027 (%)
- 9.2 Geographic comparison
- Exhibit 71: Chart on Geographic comparison
- Exhibit 72: Data Table on Geographic comparison
- 9.3 APAC - Market size and forecast 2022-2027
- Exhibit 73: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
- Exhibit 74: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
- Exhibit 75: Chart on APAC - Year-over-year growth 2022-2027 (%)
- Exhibit 76: Data Table on APAC - Year-over-year growth 2022-2027 (%)
- 9.4 North America - Market size and forecast 2022-2027
- Exhibit 77: Chart on North America - Market size and forecast 2022-2027 ($ billion)
- Exhibit 78: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
- Exhibit 79: Chart on North America - Year-over-year growth 2022-2027 (%)
- Exhibit 80: Data Table on North America - Year-over-year growth 2022-2027 (%)
- 9.5 Europe - Market size and forecast 2022-2027
- Exhibit 81: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
- Exhibit 82: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
- Exhibit 83: Chart on Europe - Year-over-year growth 2022-2027 (%)
- Exhibit 84: Data Table on Europe - Year-over-year growth 2022-2027 (%)
- 9.6 South America - Market size and forecast 2022-2027
- Exhibit 85: Chart on South America - Market size and forecast 2022-2027 ($ billion)
- Exhibit 86: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
- Exhibit 87: Chart on South America - Year-over-year growth 2022-2027 (%)
- Exhibit 88: Data Table on South America - Year-over-year growth 2022-2027 (%)
- 9.7 Middle East and Africa - Market size and forecast 2022-2027
- Exhibit 89: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
- Exhibit 90: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
- Exhibit 91: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
- Exhibit 92: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)
- 9.8 India - Market size and forecast 2022-2027
- Exhibit 93: Chart on India - Market size and forecast 2022-2027 ($ billion)
- Exhibit 94: Data Table on India - Market size and forecast 2022-2027 ($ billion)
- Exhibit 95: Chart on India - Year-over-year growth 2022-2027 (%)
- Exhibit 96: Data Table on India - Year-over-year growth 2022-2027 (%)
- 9.9 US - Market size and forecast 2022-2027
- Exhibit 97: Chart on US - Market size and forecast 2022-2027 ($ billion)
- Exhibit 98: Data Table on US - Market size and forecast 2022-2027 ($ billion)
- Exhibit 99: Chart on US - Year-over-year growth 2022-2027 (%)
- Exhibit 100: Data Table on US - Year-over-year growth 2022-2027 (%)
- 9.10 China - Market size and forecast 2022-2027
- Exhibit 101: Chart on China - Market size and forecast 2022-2027 ($ billion)
- Exhibit 102: Data Table on China - Market size and forecast 2022-2027 ($ billion)
- Exhibit 103: Chart on China - Year-over-year growth 2022-2027 (%)
- Exhibit 104: Data Table on China - Year-over-year growth 2022-2027 (%)
- 9.11 Japan - Market size and forecast 2022-2027
- Exhibit 105: Chart on Japan - Market size and forecast 2022-2027 ($ billion)
- Exhibit 106: Data Table on Japan - Market size and forecast 2022-2027 ($ billion)
- Exhibit 107: Chart on Japan - Year-over-year growth 2022-2027 (%)
- Exhibit 108: Data Table on Japan - Year-over-year growth 2022-2027 (%)
- 9.12 UK - Market size and forecast 2022-2027
- Exhibit 109: Chart on UK - Market size and forecast 2022-2027 ($ billion)
- Exhibit 110: Data Table on UK - Market size and forecast 2022-2027 ($ billion)
- Exhibit 111: Chart on UK - Year-over-year growth 2022-2027 (%)
- Exhibit 112: Data Table on UK - Year-over-year growth 2022-2027 (%)
- 9.13 Market opportunity by geography
- Exhibit 113: Market opportunity by geography ($ billion)
10 Drivers, Challenges, and Trends
- 10.1 Market drivers
- 10.2 Market challenges
- 10.3 Impact of drivers and challenges
- Exhibit 114: Impact of drivers and challenges in 2022 and 2027
- 10.4 Market trends
11 Vendor Landscape
- 11.1 Overview
- 11.2 Vendor landscape
- Exhibit 115: Overview on Criticality of inputs and Factors of differentiation
- 11.3 Landscape disruption
- Exhibit 116: Overview on factors of disruption
- 11.4 Industry risks
- Exhibit 117: Impact of key risks on business
12 Vendor Analysis
- 12.1 Vendors covered
- Exhibit 118: Vendors covered
- 12.2 Market positioning of vendors
- Exhibit 119: Matrix on vendor position and classification
- 12.3 Americold Realty Operating Partnership LP
- Exhibit 120: Americold Realty Operating Partnership LP - Overview
- Exhibit 121: Americold Realty Operating Partnership LP - Business segments
- Exhibit 122: Americold Realty Operating Partnership LP - Key offerings
- Exhibit 123: Americold Realty Operating Partnership LP - Segment focus
- 12.4 Beijing Howcool Refrigeration Technology Co. Ltd.
- Exhibit 124: Beijing Howcool Refrigeration Technology Co. Ltd. - Overview
- Exhibit 125: Beijing Howcool Refrigeration Technology Co. Ltd. - Product / Service
- Exhibit 126: Beijing Howcool Refrigeration Technology Co. Ltd. - Key offerings
- 12.5 Burris Logistics
- Exhibit 127: Burris Logistics - Overview
- Exhibit 128: Burris Logistics - Product / Service
- Exhibit 129: Burris Logistics - Key offerings
- 12.6 Changzhou Yuyan Refrigeration Equipment Co. Ltd.
- Exhibit 130: Changzhou Yuyan Refrigeration Equipment Co. Ltd. - Overview
- Exhibit 131: Changzhou Yuyan Refrigeration Equipment Co. Ltd. - Product / Service
- Exhibit 132: Changzhou Yuyan Refrigeration Equipment Co. Ltd. - Key offerings
- 12.7 Commercial Cold Storage Group Ltd.
- Exhibit 133: Commercial Cold Storage Group Ltd. - Overview
- Exhibit 134: Commercial Cold Storage Group Ltd. - Product / Service
- Exhibit 135: Commercial Cold Storage Group Ltd. - Key offerings
- 12.8 Congebec Logistics Inc.
- Exhibit 136: Congebec Logistics Inc. - Overview
- Exhibit 137: Congebec Logistics Inc. - Product / Service
- Exhibit 138: Congebec Logistics Inc. - Key offerings
- 12.9 Holt Logistics Corp.
- Exhibit 139: Holt Logistics Corp. - Overview
- Exhibit 140: Holt Logistics Corp. - Product / Service
- Exhibit 141: Holt Logistics Corp. - Key offerings
- 12.10 Interstate Cold Storage Inc.
- Exhibit 142: Interstate Cold Storage Inc. - Overview
- Exhibit 143: Interstate Cold Storage Inc. - Product / Service
- Exhibit 144: Interstate Cold Storage Inc. - Key offerings
- 12.11 John Swire and Sons Ltd.
- Exhibit 145: John Swire and Sons Ltd. - Overview
- Exhibit 146: John Swire and Sons Ltd. - Business segments
- Exhibit 147: John Swire and Sons Ltd. - Key offerings
- Exhibit 148: John Swire and Sons Ltd. - Segment focus
- 12.12 Lineage Logistics Holdings LLC
- Exhibit 149: Lineage Logistics Holdings LLC - Overview
- Exhibit 150: Lineage Logistics Holdings LLC - Product / Service
- Exhibit 151: Lineage Logistics Holdings LLC - Key news
- Exhibit 152: Lineage Logistics Holdings LLC - Key offerings
- 12.13 NewCold Cooperatief UA
- Exhibit 153: NewCold Cooperatief UA - Overview
- Exhibit 154: NewCold Cooperatief UA - Product / Service
- Exhibit 155: NewCold Cooperatief UA - Key offerings
- 12.14 Nichirei Corp.
- Exhibit 156: Nichirei Corp. - Overview
- Exhibit 157: Nichirei Corp. - Business segments
- Exhibit 158: Nichirei Corp. - Key offerings
- Exhibit 159: Nichirei Corp. - Segment focus
- 12.15 Stellar Development Foundation
- Exhibit 160: Stellar Development Foundation - Overview
- Exhibit 161: Stellar Development Foundation - Product / Service
- Exhibit 162: Stellar Development Foundation - Key offerings
- 12.16 VersaCold Logistics Services
- Exhibit 163: VersaCold Logistics Services - Overview
- Exhibit 164: VersaCold Logistics Services - Product / Service
- Exhibit 165: VersaCold Logistics Services - Key offerings
- 12.17 Wabash Valley Cold Storage
- Exhibit 166: Wabash Valley Cold Storage - Overview
- Exhibit 167: Wabash Valley Cold Storage - Product / Service
- Exhibit 168: Wabash Valley Cold Storage - Key offerings
13 Appendix
- 13.1 Scope of the report
- 13.2 Inclusions and exclusions checklist
- Exhibit 169: Inclusions checklist
- Exhibit 170: Exclusions checklist
- 13.3 Currency conversion rates for US$
- Exhibit 171: Currency conversion rates for US$
- 13.4 Research methodology
- Exhibit 172: Research methodology
- Exhibit 173: Validation techniques employed for market sizing
- Exhibit 174: Information sources
- 13.5 List of abbreviations
- Exhibit 175: List of abbreviations
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Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio's comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.
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