UK Supermarkets Tricking 20 Percent Of Shoppers Into Buying Own-Label Products, Survey Shows

Supermarkets in the United Kingdom are misleading too many shoppers into buying private-label products by copying the packaging of leading brands, according to Which?, a consumer protection group. Results of a survey by Which? revealed 20 percent of respondents said they had accidentally bought a supermarket version of a favorite brand at least once. Survey results, however, also showed 18 percent of respondents willingly purchased an own-brand product because it looked like the branded equivalent. Also, 60 percent said they bought the store's own-brand version because it was cheaper.