Copycat branding in grocery is a growing problem and retailers are even mimicking each other's own label products, it has been claimed.
A survey of 100 brand managers found 60% believed plagiarism of their brands by competitors was a bigger problem today than five years ago. Andy Knowles, CEO of packaging design agency Jones Knowles Ritchie, which commissioned the research, said: "We have always seen brands aping other brand's ideas. But we are seeing retailers actually copying own label and the supermarkets starting to plagiarise each other."
A third of suppliers quizzed considered their retail partners to be their biggest competitors.
A survey of 100 brand managers found 60% believed plagiarism of their brands by competitors was a bigger problem today than five years ago. Andy Knowles, CEO of packaging design agency Jones Knowles Ritchie, which commissioned the research, said: "We have always seen brands aping other brand's ideas. But we are seeing retailers actually copying own label and the supermarkets starting to plagiarise each other."
A third of suppliers quizzed considered their retail partners to be their biggest competitors.
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