01 April 1998

CLAIMS MADE by the British Brands Group that supermarket own-label ‘lookalikes’ confused the public, are echoed in a report published in April by the Consumers’ Association. CA’s research suggests that over a six-month period, nearly three in ten shoppers bought or lifted a product from a supermarket shelf because it resembled another brand. Of these errors, more than one in three confused the packaging of a supermarket’s own-label with that of a branded product. Sixty-three per cent of consumers blamed the design of the pack - especially the colour (59%) - for their mistake. Most of the misled shoppers did not realise their error until arriving home or actually using the product.