Supermarkets’ own-label products are causing confusion among consumers due to the fact they look so similar to goods from big brands.
This is according to the results of a new customer survey published by Which?, which stated one-fifth of respondents have purchased own-brand groceries accidentally.
Moreover, 30 per cent of people said they felt misled and 38 per cent were annoyed by the mishap.
Own-label goods tend to be cheaper than branded products and are popular as a result, plus 18 per cent of Which? members described lookalike packaging as an incentive for buying a grocery item.
A spokesman from the consumer group explained supermarkets’ own goods provide shoppers with good value and several have 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,” they added.
The UK’s four leading supermarkets – Morrisons, Tesco, Sainsbury’s and Asda – were all found to be guilty of using similar packaging for products as leading brands like McVities, Lurpak and Head and Shoulders.
