Have you been misled by copycat products? - Supply Management

Have you been misled by copycat products?

12 April 2013
According to the 19th century proverb, imitation is the sincerest form of flattery. But I am not sure that some big food and toiletry brands will agree, after research from Which? revealed that a fifth of its members have bought an own-label product by mistake because it looked similar to a big brand. We’ve all been there, a mad dash around the supermarket and you pick up what you think is Head & Shoulders or Coco Pops - two of the products which have similar own-brand packaging – only to find when you get home it is the retailer’s ‘copycat’ product. You might feel a little foolish but it will have certainly saved you a few pennies. Is it really that bad that own-brand products are using the same colours, images and shapes as the market-leaders? Of the fifth of Which? members who had this problem only 38 per cent were annoyed. However, although own-brand products can provide good value, surely there is an obligation to not mislead shoppers into buying an imitation rather than the real thing?
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