- 4 updates
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.
Too many consumers are being misled by retailers into buying own-brand products because the packaging mimics well-known equivalents, consumer campaigners have said.
A fifth of Which? members said they had accidentally bought a supermarket version of a favourite brand at least once.
The consumer group found that more than 150 own-label products that it considered to have "borrowed" elements from the packaging of branded competitors.
These included Kellogg's Coco Pops, McVitie's Digestives, Simple cleanser and wipes, Jacob's Cream Crackers and Radox bath gel.