Consumers 'misled' by brands

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?.

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Survey: Own-label products 'becoming more popular'

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.

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