– British Brands Group director John Noble
Our research shows that consumers are more likely to buy own-label products if they look like brands.
Brands survive by being distinctive and standing out, and retailers are free-riding on brands' reputations.
Currently in the UK there is little to stop a competitor packaging its product to look like a familiar brand, whether or not the product's performance is in any way similar.
That can't be good if we want a market in which shoppers can make informed decisions at speed.
Retailers are misleading too many consumers into buying own-brand products by mimicking the packaging of well-known equivalents, according to the consumer campaigners Which?.