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Which? finds shoppers mistake own-label products for well-known brands

New research by Which? has revealed that a fifth of the consumer group’s members have accidentally bought a supermarket own-label product by mistake because it looked similar to a big brand.

GENERAL MERCHANDISE

Which? finds shoppers mistake own-label products for well-known brands

New research by Which? has revealed that a fifth of the consumer group’s members have accidentally bought a supermarket own-label product by mistake because it looked similar to a big brand.

Following an investigation of more than 150 own-label products, the Which? survey reveals that 18% of its members had deliberately bought a supermarket own-label product because it looked like the branded equivalent while 60% had bought the own-label item because it was cheaper.  

Of the fifth of Which? members who had bought an own-label product in error, 30% felt misled and 38% were annoyed.

The consumer group said it found products in Aldi, Asda, Lidl, Morrisons, Sainsbury's and Tesco that appeared to borrow from the big brands. Some of the products included own-label versions of Head & Shoulders shampoo, McVities chocolate digestives, Lurpak butter, Kellogg's Coco Pops, and Radox bath gel.

A Which? spokesperson said: "Own-brand products can provide good value and several have topped our tests to become Best Buys. But shops should make sure that people are under no illusions about what they are buying and not leave so many consumers feeling that they have been misled."


 

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