Recent research from the consumer organization Which? has sparked a debate about the growing trend of supermarket own-brand products that closely mimic well-known branded items. The study suggests that many shoppers are confused by packaging that uses similar colors, logos, and design elements to trick consumers into thinking they're buying the real thing.

This confusion can lead to mistakes—imagine opening a bag of your favorite crisps only to find it's a cheaper, generic version instead. While some people might be upset by this, others see it as an opportunity to save money without sacrificing quality.

According to the survey, 18% of respondents admitted to deliberately purchasing own-brand products that resemble premium brands—either to compare them or simply because they were more affordable. In some cases, like with shampoo or household cleaners, the difference between the two may not even be noticeable. So, is the label really that important if the product works just as well?

With rising grocery costs, more and more consumers are turning to budget-friendly alternatives. These economy versions often match the quality of their branded counterparts, sometimes even being produced in the same factories using the same materials. This makes them a smart choice for those looking to stretch their shopping budgets without compromising on performance.

Choosing What Works for You

At Kite Packaging, we believe both premium brands and own-brand products have their place in the market. Some customers prefer the reliability and reputation of well-known names, while others are happy to opt for cost-effective alternatives that deliver the same results.

Our product range includes over 2,500 options, from trusted brands like Jiffy to our own low-cost Kite alternatives. For example, you can choose between Vibac packaging tape or our high-quality Kite economy adhesive tape. Similarly, you can use Jiffy bubble wrap or our new Kite-branded economy version for safe shipping. When sending books or printed materials, you can go for a premium book wrap mailer or choose our affordable Kite alternative.

Many of our customers have found that our own-brand products not only save money but also perform just as well—if not better—than the premium options. We’ve received positive feedback, especially regarding our Kite tape, with some users saying it outperforms other brands.

So, what’s your take on the premium vs. own-brand debate? Do you prefer the name or the value? Let us know by tweeting us @kitepackaging.

Stainless Steel Shower head

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