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.
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