‘Announcing record profits is not acceptable when there is a cost-of-living crisis’: Why knock-off brands are winning

Australians are finding joy in discovering cheaper, so-called ‘dupe’ products, as the cost-of-living continues unabated and the disconnect between expensive brands and discretionary budgets widens.

This is one of a raft of interesting findings in the Pollinate’s bi-annual The Australia Pulse study, which found that 49% of respondents are now buying little treats for themselves less often, with 62% not having bought anything in the past month to “escape” the everyday.

This is balance somewhat by the bargain-hunters’ delight, with half of people have bought a “dupe” – basically a knock-off brand – in the past four weeks, with 73% reporting they are buying more “own label” and less branded items.