Own-label products, which tend to be cheaper than brands, are becoming more popular among consumers struggling with tightened finances and rising food prices, according to Which.
Its survey on own-brand packaging found
- 18% of members had deliberately bought an own-label product because it resembled the branded equivalent.
- 60% of these shoppers doing so because it was cheaper and 59% wanting to see if it was as good.
- But consumers looked upon own-brand products less favourably when they were confused by the packaging, with 38% of those who bought such a product by mistake saying it annoyed them and 30% reporting that they felt misled.