The product-testing and consumer campaigning group said a fifth of its members have bought an own-label product by mistake because it looked like a big brand. Of that percentage, 30% felt misled and 38% were annoyed.
Which? uncovered products in Aldi, Asda, Boots, Lidl, Morrisons, Sainsbury's, Superdrug and Tesco that appear to borrow from leading brands including crisps, biscuits, butter and toiletries.
However, some shoppers will purchase the look-a-like products simply because they cost less than the big name brands. According to the research, 18% of Which? members said they had deliberately bought an own-label product because it resembled a branded one. Of those, 60% said they did so because the own-label was cheaper, while 59% wanted to try it to see if it was as good as the branded product.
In 2012 the British Brands Group released examples of products packaged very similarly to familiar branded products, showing a sharp rise compared to the previous year. Gathered from store visits, the examples covered a wide range of products from soft drinks to health products.
John Noble, director of the British Brands Group, said: "Back in 2010 the government commissioned a study to look at the business and consumer harm as being done by the intellectual property office. We are still awaiting the results of that a couple of years later. Evidence from Which?, an impeccable independent source? clearly showing that consumers are confused by this, might prompt the government to take action.? However, we have been speaking to the government since 1994 about this, so I'm not holding my breath."
