Research and analysis

IPO counterfeit goods research (Wave 3) - Part 3 - Categories

Published 3 February 2023

Intentional counterfeit purchasing

Beauty and hygiene

93% of the total sample had purchased a beauty and hygiene product in the last year

8% of those who purchased beauty and hygiene products in the last year purchased counterfeit products in that category

7% of toiletry and cosmetic consumers purchased counterfeits

4% of hygiene product consumers purchased counterfeits

8% of male consumers in this category, these purchased counterfeits

8% of female consumers in this category, these purchased counterfeits

Age

	Percentage %
18-24	12%
25-34	19%
35-44	10%
45-54	4%
55+	2%

Social grade

	Percentage %
ABC1	7%
C2DE	9%

Passion level for category

	Percentage %
High	15%
Medium	7%
Low	3%

Base: Those who intentionally purchased counterfeits in the Beauty and Hygiene category: 350

Cosmetics and toiletry products

The 7% of cosmetic and toiletry products consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

£186 spent on average per year on counterfeit cosmetic and toiletry products Recipients of purchase

	Percentage %
Myself	80%
Family	29%

Reason for purchase

	Percentage %
Cheaper price	47%
I want to spend less money	41%
The quality is similar/the same	33%

Brands counterfeited

	Percentage %
Calvin Klein	25%
Chanel	21%
Bare Minerals	14%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc.)	35%
Online via a social media site (Facebook, Instagram)	24%
In-store not from the brand - via a smaller retailer	24%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	28%
I would buy a similar product from a cheaper brand	49%
I would go without the product	13%
Not sure/don’t know	10%

Base: Those who intentionally purchased counterfeit products in the cosmetic and toiletry category: 223

Hygiene products

The 4% of hygiene product consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	25%
Every 3 months	36%
Every 6 months	21%
Once a year	6 %
Less than once a year	12%

£216 spent on average per year on counterfeit hygiene products

Recipients of purchase

	Percentage %
Myself	73%
Family	37%

Reason for purchase

	Percentage %
Cheaper price	38%
I want to spend less money	36%
The quality is similar/the same	26%

Brands counterfeited

	Percentage %
Dove	37%
Head and Shoulders	31%
Carex	30%

Sources of purchase

	Percentage %
In-store not from the brand - via a smaller retailer	44%
Online via a global e-commerce site (Amazon, eBay, etc)	43%
Online via a social media site (Facebook, Instagram)	25%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the Brand	38%
I would buy a similar product from a cheaper brand	41%
I would go without the product	13%
Not sure/don’t know	8%

Base: Those who intentionally purchased counterfeits in the hygiene product category: 173

Qualitative insight - cosmetics, toiletry and hygiene products

The importance of cosmetic, toiletry and hygiene products for consumers

Participants felt that their relationship with cosmetic, toiletry and hygiene products is functional as well as emotional. Women and men alike spoke about how using such products gives them greater confidence in how they look, lifts their mood and is an important part of their identity overall. These products are intrinsically linked to the idea of self care for many participants, who tend to use them as part of a routine to look and feel good.

Most commonly purchased counterfeit cosmetic, toiletry and hygiene products

According to qualitative feedback from our sample, the most commonly purchased counterfeits in this category are perfumes, followed by cosmetic products. Perfumes were seen to be low risk and reliable products, insofar as scents were often recreated well (even if this wore off quickly). A couple had purchased make up and skincare counterfeits, such as fake make up in the style of MAC cosmetics and products such as face creams and serums. These participants said they bought these items regularly, citing the perceived quality at a lower price, which these products offered them. There was even mention of counterfeit shampoos and other types of haircare amongst a minority, but certainly not something purchased commonly amongst others. A few mentioned having tried out cosmetic counterfeits but having put them in the bin after one try due to the very poor quality. These participants were more likely to stick to counterfeit perfumes or to try out a cosmetic counterfeit every so often, in the hope of stumbling across a good item.

Reasons for purchasing counterfeit cosmetic, toiletry and hygiene products

The key reason for purchasing counterfeit cosmetic, toiletry and hygiene products is price. Many participants reported feeling a particular financial strain at the moment, owing to the cost of living crisis, with a few participants saying that they felt even more justified to purchase counterfeit goods in recent months as a result.

Though simple affordability is the main driver behind purchasing counterfeit goods, there are further financial reasons. Some say that they simply don’t believe they should have to pay expensive prices for products, feeling it is wrong to have to pay for a brand name and that some items are priced unreasonably. Some also feel that the price/value factor is more beneficial with counterfeit goods, arguing that often these goods still function well or to the point they need them to but at a much lower price than the original, meaning they are getting good results for less.

Another factor was getting recommendations from friends or family. If these people suggested a counterfeit product, participants said they were likely to try them out because they believed their friends/family would always want to put them onto a good thing.

Linked to this, a few also reported having seen influencers trying out or recommending counterfeit beauty products, mostly on TikTok. For those who saw such content, this was a trigger to trying these counterfeit products out themselves.

Changes to purchases of counterfeit cosmetic, toiletry and hygiene products

The general feedback from cosmetic, toiletry and hygiene purchasers within this online community was that consumers were more concerned about their spending and finances this year than previously. With the cost of living crisis evolving after two years of national lockdowns due to the COVID-19 pandemic, one period of financial uncertainty seems to follow another, in the eyes of many consumers.

Given the fact that we only spoke to current purchasers of counterfeit goods, many already purchased these regularly and said they weren’t necessarily buying more counterfeits in light of the increased cost of living, but valued the ability to do so more than ever.

A couple, however, did report that they had started purchasing more counterfeit beauty and hygiene products as a result of trying to save money whilst all their other costs, such as energy and food, were going up.

A very interesting finding overall is that whilst searching for ever cheaper deals for products, some also mentioned being aware of the environment and valuing products which are seen to be made more sustainably. In relation to purchasing counterfeits, a few mentioned that they were aware that these were likely not to be very environmentally friendly and that this may become a consideration in whether to continue purchasing them. Many others, however, didn’t seem to be aware that counterfeits could be damaging, or assumed that producers of these goods also followed some form of regulation, thus not being aware of any ethical issue here.

Sources of counterfeit cosmetic, toiletry and hygiene products

Many participants tended to buy counterfeit products online. However, many also said they purchased from market stalls and brick and mortar stores such as Poundland. The reasons for buying in-person included the fact that, for some participants, this was seen as more convenient if they had such markets or stores nearby, as well as feeling like they wanted to support what they saw as ‘local, community enterprises’. Regarding cosmetic, toiletry and hygiene products in particular, shopping in person also meant the ability to inspect products before purchasing them.

Going back to online purchasing, this was seen by many as the easiest and most convenient way of finding counterfeits and with the largest choice of products. The most common destinations online were cited as Facebook, Ebay and AliExpress because consumers said these sites offered convenience and quick delivery on products.

Many consumers discovered these sources through word of mouth and recommendations from friends and family. This was particularly the case with physical stores and markets. Others tended to Google for cheap products and would end up on listings, commonly linked to the sites above. Once on these sites, consumers said they would often read reviews of products or looked at the seller’s ratings in order to establish whether they seemed reliable. Others said they took precautions such as only paying via PayPal so none of their financial details could be hacked.

“Cheaper, usually a lot cheaper, and when my energy bills and food are so high, it is good to be able to save on some make up things.”

Female, Cosmetics, toiletry and hygiene, 35-44

“It’s mainly due to the high cost of the actual brand. And secondly, I am getting a similar product for less. Another reason is the result it gives on my skin/body. If it is good, I’ll continue to buy it.”

Male, Cosmetics, toiletry and hygiene, 25-34

“Over the years since being in my 20s, I have bought less and less counterfeits, as I become more of a sustainable and cautious shopper. This is both generally and specifically for beauty products.”

Female, Cosmetics, toiletry and hygiene, 35-44

“My purchasing of counterfeit products has increased over the past year as I am having to save on all fronts. I am now buying counterfeit foundations after seeing TikTok videos. I foresee buying more counterfeits in the future as the options are increasing day by day.”

Female, Cosmetics, toiletry and hygiene, 25-34

Clothing, footwear and accessories

89% o the total sample had purchased a clothing, footwear, or accessory product in the last year

14% of those who purchased clothing, footwear and accessory products in the last year purchased counterfeit products in that category

9% of clothing consumers purchased counterfeits

6% of footwear/shoe consumers purchased counterfeits

12% of accessory consumers purchased counterfeits

9% of watch consumers purchased counterfeits

Of consumers in this category, these purchased counterfeits

	Percentage %
Male	15%
Female	14%

Age

	Percentage %
18-24	23%
25-34	28%
35-44	19%
45-54	9%
55+	6%

Social grade

	Percentage %
ABC1	13%
C2dE	17%

Passion level for category

	Percentage %
High	27%
Medium	13%
Low	8%

Base: Those who intentionally purchased counterfeits in the clothing, footwear and accessories category: 639

Clothing products (excluding sportswear)

The 9% of clothing consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	7%
Every 3 months	15 %
Every 6 months	18%
Once a year	15%
Less than once a year	45%

£112 spent on average per year on counterfeit clothing products

Recipients of purchase

	Percentage %
Myself	77%
Family	28%

Reason for purchase

	Percentage %
Cheaper price	53%
I want to spend less money	37%
The design looks similar/the same	36%

Brands counterfeited

	Percentage %
Gucci	27%
High street brands (Zara, Topshop etc.)	19%
Giorgio Armani	18%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc)	31%
Online via a social media site (Facebook, Instagram)	22%
From a local market in the UK	20%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	19%
I would buy a similar product from a cheaper brand	42%
I would go without the product	27%
Not sure/don’t know	13%

Base: Those who intentionally purchased counterfeits in the clothing category (excluding sportswear): 338

Footwear/shoes (excluding sports footwear)

The 6% of footwear/show consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	10%
Every 3 months	15%
Every 6 months	20%
Once a year	15%
Less than once a year	40%

£141 spent on average per year on counterfeit footwear/shoes

Recipients of purchase

	Percentage %
Myself	77%
Family	25%

Reason for purchase

	Percentage %
Cheaper price	50%
I want to spend less money	39%
The design looks similar/the same	39%

Brands counterfeited

	Percentage %
Gucci	30%
Timberland	19%
Ralph Lauren	18%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc.)	39%
In-store not the brand - via a smaller retailer	25%
Online via a social media site (Facebook, Instagram)	25%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	25%
I would buy a similar product from a cheaper brand	37%
I would go without the product	25%
No sure/don’t know	13%

Base: Those who intentionally purchased counterfeits in the footwear/shoes excluding sports footwear category: 177

Accessories (excluding watches)

The 12% of accessory consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	7%
Every 3 months	14%
Every 6 months	14%
Once a year	14%
Less than once a year	51%

£75 spent on average per year on counterfeit accessories

Recipients of purchase

	Percentage %
Myself	77%
Family	26%

Reason for purchase

	Percentage %
The design looks similar/the same	47%
Cheaper price	45%
I want to have the products but can’t always afford the real ones	34%

Brands counterfeited

	Percentage %
Gucci	31%
Chanel	24%
Louis Vuitton	24%

Sources of purchase

	Percentage %
From local markets when on holiday	28%
Online via a global e-commerce site (Amazon, eBay, etc.)	26%
Online via a social media site (Facebook, Instagram)	21%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	19%
I would buy a similar product from a cheaper brand	33%
I would go without the product	35%
Not sure/don’t know	13%

Base: Those who intentionally purchased counterfeits in the accessories category (excluding watches): 214

Watches (including smartwatches)

The 9% of watch consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	10%
Every 3 months	18%
Every 6 months	14%
Once a year	14%
Less than once a year	44%

£203 spent on average per year on counterfeit watches

Recipients of purchase

	Percentage %
Myself	79%
Partner	18%

Reason for purchase

	Percentage %
Cheaper price	32%
I want to spend less money	28%
I want to have the products but can’t always afford the real ones	27%

Brands counterfeited

	Percentage %
Apple	24%
Burberry	21%
Rolex	15%

Sources of purchase

	Percentage %
Online via a social media site (Facebook, Instagram)	26%
Online from the brand via a smaller retailer	22%
Online via a social media site (Facebook, Instagram)

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	35%
I would buy a similar product from a cheaper brand	34%
I would go without the product	18%
Not sure / don’t know	13%

Base: Those who intentionally purchased counterfeit in the watches category: 93

Qualitative insight - clothing, shoes and accessories

The importance of clothing, shoes and accessories for consumers

Clothes, shoes and accessories were seen as very important to participants. For some, the idea of fashion was something they said helped express their personality and made them feel good by dressing in things which made them feel confident and attractive. For others, fashion in the sense of trends and style didn’t matter greatly. Rather, it was about the aspect of comfort which was more important for some, particularly since the lockdowns due to spending more time at home.

Most popular types of counterfeit clothing, shoes and accessories

Participants spoke about purchasing a variety of counterfeit clothing, shoe and accessory products. There were equal mentions of shoes, handbags and clothing imitating designer brands such as Tommy Hilfiger, Burberry, Dior etc. There were also mentions of counterfeit watches and jewellery. This shows the wide variety of items participants valued in counterfeit form.

Reasons for purchasing counterfeit clothing, shoes and accessories

Price was a key driver in the purchasing of counterfeit products in this category. Many said they would simply never be able to afford the authentic clothing or accessory articles from such brands and therefore decided to search for counterfeit versions instead, as they didn’t feel they should miss out on these items just because of price.

Beyond this, there were reasons around the value of items which also played a role. Some emphasised that, in their view, the quality of some counterfeit clothing/accessories, for example a Burberry trench coat or a Louis Vuitton handbag, were actually of very satisfying quality and in some cases felt like better value than the originals. Another mentioned that in regard to jewellery, they would rather wear counterfeits so that in instances of theft, they won’t have lost lots of money.

Echoing the finding emerging in the cosmetic category, almost half of participants mentioned that sustainable fashion was becoming more and more important to them, with some saying they were trying to move away from fast fashion. This naturally feels in conflict with the production of counterfeit goods. However, these participants still felt that purchasing counterfeit goods was acceptable, not necessarily making a link between the production of counterfeit goods and sustainability issues, but focussing on the perceived unaffordability and unattainability of original brands, which they felt was unfair.

Changes to purchases of counterfeit clothing, shoes and accessories

Some participants within the clothing, shoes and accessories cohort said their purchasing of counterfeits in this category had increased over the last year. This is due to the increase in the cost of living which saw many participants reporting that they were having to monitor their spending across all aspects of their lives, including retail products.

Some others, however, said that their purchasing of counterfeits hadn’t changed much since the pandemic. For these participants, the pandemic had already been a period of increased counterfeit purchasing due to financial constraints during lockdowns and they had continued this pattern into the cost of living crisis.

A few reported that purchasing counterfeits was something they had only ever done occasionally, when they really wanted something at a lower price, and that not much had changed in their purchasing habits in recent years.

Sources of counterfeit clothing, shoes and accessories

Participants reported buying clothing, shoes and accessories from a variety of online sources as well as in-person. Regarding these online sources, the most commonly mentioned were: eBay; Alibaba; Amazon; Wish; DHGate; and social media such as Facebook Marketplace and Instagram.

The attraction to these sources is the variety of products, the convenience and the ability to read reviews and purchase from large companies who many feel are likely to be reliable. Many find out about counterfeits on these sites through Google searches for specific products or one mentioned even seeing links to counterfeit products posted on Instagram.

Again, in-person sources for such products are very often market stalls in their local areas or within city centres, as this enables people to check the product they are buying first. There is also mention of the assurance of having the product to take home there and then as soon as money has exchanged hands, rather than having to wait for the product to be delivered from sellers who some believe may not be reliable. These in-person destinations are often discovered via word of mouth and through friends who also live in the area.

To help in their decision process, when it comes to online purchases a few mentioned looking at reviews of products or sellers to see if they seem reliable. A couple of people also mentioned being wary of paying for counterfeit products online, as if the product shouldn’t arrive, they felt that sites such as eBay may not reimburse them because they had engaged in fraudulent purchasing. One person mentioned having been asked to pay for an item offsite, having found the item on eBay originally. They immediately became suspicious and broke off the purchase, reporting that this was something they would never be comfortable with.

“Main reason for purchasing counterfeit clothing, footwear and accessory products is that you can find them at reasonable prices. Other than the price it is about the quality, mostly you can find good quality counterfeit products which are 90% the same in quality which also motivates me.”

Female, 18-24, Clothing, shoes and accessories

“I buy counterfeits to keep myself up-to-date and stylish while keeping the cost lower. Price is the only motivation and it has been triggered more post-covid due to the rising cost of living.”

Female, 25-34, Clothing, shoes and accessories

“My purchasing of clothes has changed over the last years and ethics have become far more important as I now try and avoid fast fashion more and concentrate on the sustainability of a product, trying to buy fairly traded products more and buy more according to need rather than want. I don’t tend to buy a lot of counterfeit clothing, but when I do I tend to buy higher end designer clothing, Hermes (accessories or bags usually, or Louis Vuitton) or Rada or Rolex watches. Maybe a Burberry trench coat.”

Male, 45-54, Clothing, shoes and accessories

Sports

56% of the total sample had purchased a sports product in the last year

15% of those who purchased a sports product in the last year purchased counterfeit products in that category

8% of regular sportwear consumers purchased counterfeits

15% of sports wear from clubs/franchises consumers purchased counterfeits

8% of sports footwear consumers purchased counterfeits

11% of sports equipment consumers purchased counterfeits

Of consumers in this category, these purchased counterfeits

	Percentage %
Male	18%
Female	11%

Age

	Percentage %
18-24	18%
25-34	25%
35-44	18%
45-54	7%
55+	6%

Social grade

	Percentage %
ABC1	13%
C2DE	18%

Passion level for category

	Percentage %
High	29%
Medium	14%
Low	6%

Base: Those who intentionally purchased counterfeits in the Sports category: 408

Regular sportswear

The 8% of regular sportswear consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	11%
Every 3 months	12%
Every 6 months	26%
Once a year	12%
Less than once a year	39%

£85 spent on average per year on regular sportswear

Recipients of purchase

	Percentage %
Myself	72%
Family	27%

Reason for purchase

	Percentage %
Cheaper price	49%
The design looks similar/the same	36%
The quality is similar/the same	35%

Brands counterfeited

	Percentage %
Adidas	49%
Converse	20%
Fred Perry	11%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc)	36%
Online via social media site (Facebook, Instagram)	21%
In-store not from the brand	20%

If they weren’t available, they would

	Percentage %
I would not buy the product directly from the brand	24%
I would buy a similar product from a cheaper brand	29%
I would go without the product	30%
Not sure/don’t know	16%

Base: Those who intentionally purchased counterfeits in the regular sportswear category: 139

Sportswear from clubs/franchises

The 15% of sportswear from clubs/franchises consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	14%
Every 3 months	21%
Every 6 months	12%
Once a year	15%
Less than once a year	38%

£163 spent on average per year on counterfeit sportswear from clubs/franchises

Recipients of purchase

	Percentage %
Myself	66%
Family	26%

Reason for purchase

	Percentage%
Cheaper price	46%
I want to spend less money	42%
The design looks similar/the same	31%

Brands counterfeited

	Percentage %
Premier league team sportswear	34%
Ligue 1 team sportswear	17%
National Basketball Association (NBA) team sportswear	17%

Sources of purchase

	Percentage %
Online via a social media site (Facebook, Instagram)	28%
Online via a global e-commerce site (Amazon, eBay etc)	28%
Online not from the brand via a smaller retailer	20%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	34%
I would buy a similar product from a cheaper brand	35%
I would go without the product	20%
Not sure/don’t know	12%

Base: Those who intentionally purchased counterfeits in the sportswear from clubs/franchises category: 122

Sports footwear

The 8% of sports footwear consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	13%
Every 3 months	19%
Every 6 months	17%
Once a year	9%
Less than once a year	42%

£167 spent on average per year on sports footwear

Recipients of purchase

	Percentage %
Myself	74%
Family	28%

Reason for purchase

	Percentage %
Cheaper price	45%
The design looks similar/the same	34%
The quality is similar/the same	28%

Brands counterfeited

	Percentage %
Nike	46%
Converse	42%
Adidas	40%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay etc.)	30%
Online via a social media site (Facebook, Instagram)	27%
In-store not from the brand - via a smaller retailer	24%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	34%
I would buy a similar product from a cheaper brand	35%
I would go without the product	21%
Not sure/don’t know	10%

Base: Those who intentionally purchased counterfeit in the sports footwear category: 150

Qualitative insight - sportswear

The importance of sportswear for consumers

Many participants considered sportswear to be important because it was part of a daily routine - either as part of doing actual exercise or wanting to feel comfortable lounging and relaxing around the house. There were particular brands which were popular and prized above others, such as Nike, Adidas and Under Armour. But, overall, there was less emotional attachment to sportswear as opposed to regular clothing, as it served more of a functional purpose and did less to express a sense of identity.

Most popular types of counterfeit sportswear

The most commonly purchased counterfeit sportswear items included t-shirts, tracksuit bottoms, shorts, socks and baseball caps. A couple said they bought counterfeit sports footwear, but many said that when it came to trainers, they preferred to have the original version. This is because trainers were seen to be iconic items to own, believing the authentic versions were worth the money and would also last longer.

Reasons for purchasing counterfeit sportswear

The reason participants purchased counterfeit sportswear was to try to save money on items which were often seen to be too expensive from the original brands. This was particularly the case for parents wanting to buy their children branded sportswear without having to purchase expensive items which would likely become worn or grown out of quickly. Some felt that, often, the quality was similar to the real brands and therefore were happy to be able to get it at a cheaper price.

A few also said that brands would sometimes bring out items, especially trainers, which would become a trend and sell out very quickly, meaning participants weren’t physically able to buy the original versions even if they wanted to and counterfeit would be the only option left.

Changes to purchases of counterfeit sportswear

Participants in this category reported that their purchasing of counterfeit sportswear had remained relatively stable over the past year. However, a couple said their purchasing had increased due to the rise in the cost of living which meant they were having to consider every single purchase, from eating out less to spending less on clothing, which naturally includes sportswear. These people turned to counterfeit products instead, to save on price but still be able to have items which look like they are from the popular brands.

Sources of counterfeit sportswear

Some participants mainly shopped for these online, on sites such as Facebook, eBay and Amazon where there was always a wide choice available as well as a range of offers and different price points according to affordability. Some also liked being able to read the reviews and seller ratings to assure themselves they would indeed receive their item in the condition expected.

Some, however, still purchased counterfeit sportswear in-person, from markets. These were either locally in the UK or abroad in countries like Turkey where there was always a range of counterfeit products available to browse and to purchase. This sometimes served not only as a practical purchase in the sense that participants got an item they wanted at a cheaper price, but also as a memento from the holiday.

“To save money and because trends change so often. It also helps my child to ‘fit in’ with their peers, which can be too expensive otherwise.”

Male, 35-44, Sportswear

“The main reasons are price and availability. Some trainers run out of stock and it’s difficult to get them in a particular size. So the benefit of counterfeits is that there is a variety of sizes and looks identical to the original product.”

Female, 18-24, Sportswear

“I am definitely purchasing more cheaper alternatives, i.e. counterfeits. Unfortunately, everything has become expensive and people like me have no choice but to purchase non original products. I think it will increase by the looks of it, prices are increasing on original products and not many of us are fortunate enough to be able to afford them.”

Female, 18-24, Sportswear

Toys

37% of the total sample had purchased a toy product in the last year

14% of those who purchased a toy product in the last year purchased counterfeit products in that category

9% of doll/action figure consumers purchased counterfeits

9% of toy building set consumers purchased counterfeits

12% of TV merchandise consumers purchased counterfeits

Of consumers in this category, these purchase counterfeits

	Percentage %
Male	19%
Female 10%

Age

	Percentage %
18-24	20%
25-34	24%
35-44	14%
45-54	6%
55+	3%

Social grade

	Percentage %
ABC1	14%
C2DE	14%

Passion level for category

	Percentage %
High	26%
Medium	14%
Low	5%

Base: Those who intentionally purchased counterfeits in the Toys category: 254

Toys

The 14% of toy product consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	13%
Every 3 months	34%
Every 6 months	18%
Once a year	14%
Less than once a year	21%

£224 spent on average per year on counterfeit toys

Recipients of purchase

	Percentage %
Family	43%
Myself	42%

Reason for purchase

	Percentage %
Cheaper price	32%
I want to spend less money	29%
The design looks similar/the same	26%

Brands counterfeited

	Percentage %
Lego	34%
Disney toys/merchandise	26%
Marvel toys/merchandise	25%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc)	39%
Online via a social media site (Facebook, Instagram)	26%
Online not from the brand via a smaller retailer	26%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	20%
I would buy a similar product from a cheaper brand	39%
I would go without the product	13%
Not sure/don’t know	8%

Base: Those who intentionally purchased counterfeits in the toys category: 254

Electricals

69% of the total sample had purchased an electrical product in the last year

9% of those who purchased an electrical product in the last year purchased counterfeit products in that category

5% of beauty and hygiene related electrical consumers purchased counterfeits

9% of electrical accessory consumers purchased counterfeits

4% of electrical device consumers purchased counterfeits

7% of DVD and Blu Ray consumers purchased counterfeits

Of consumers in this category, these purchased counterfeits

	Percentage %
Male	11%
Female	7%

Age

	Percentage %
18-24	12%
25-34	19%
35-44	13%
45-54	6%
55+	3%

Social grade

	Percentage %
ABC1	9%
C2DE	11%

Passion level for category

	Percentage %
High	17%
Medium	8%
Low	4%

Base: Those who intentionally purchased counterfeits in the Electricals category: 327

Electrical accessories

The 9% of electrical accessory consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	7%
Every 3 months	16%
Every 6 months	21%
Once a year	18%
Less than once a year	38%

£57 spent on average per year on counterfeit electrical accessories

Recipients of purchase

	Percentage %
Myself	72%
Family	26%

Reason for purchase

	Percentage %
Cheaper price	46%
I want to spend less money	38%
The quality is similar/the same	31%

Brands counterfeited

	Percentage %
Apple	40%
Samsung	24%
Beats by Dre	13%

Sources of purchase

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc)	56%
Online via a social media site (Facebook, Instagram)	18%
In store not from the brand via a smaller retailer	17%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	25%
I would buy a similar product from a cheaper brand	57%
I would go without the product	9%
Not sure/don’t know	9%

Base: Those who intentionally purchased counterfeits in the electrical accessories category: 178

Qualitative insight - electricals

The importance of electrical products for consumers

Electrical products were mainly considered to be functional products but nonetheless very important, facilitating daily activities which participants felt totally reliant on. Proper pieces of hardware such as phones, gaming equipment and laptops held more emotional significance. Technology in general was seen as something which was simply central to society and to everyone’s lives these days and therefore any gadgets needed to support this, from chargers to headphones to the devices those items are used with, were seen as essential items.

Most popular types of counterfeit electrical products

The types of counterfeit electrical items most commonly purchased were phone and laptop chargers as well as other phone accessories including headphones, often ones made to look like they were from Apple or various Android brands. There was no mention of counterfeit hardware such as phones or laptops, with participants feeling safer in only purchasing smaller items which they felt were too expensive otherwise and could be easily replaced if faulty.

Reasons for purchasing counterfeit electricals

For participants in this category, the main motivation to purchase counterfeit electrical products was price and wanting to save money. The main attitude on behalf of participants was that accessories such as chargers and headphones were often more expensive than they felt necessary, simply because they were a certain brand. Therefore, many felt they could get counterfeit ones, even if the quality was a little lower, for a much cheaper price. A few also said that sometimes they purchased counterfeit electrical products out of curiosity or simply when they were browsing for accessories, drawn in by cheap products and quick delivery.

Changes to purchasing of counterfeit electricals

For many, the use of counterfeit electricals had remained consistent to previous years, whereas for others there was an increase, dependent on each individual’s situation. What was clear, however, was the potential increase in purchasing counterfeits over the next few months as many envisaged the cost of living crisis worsening. There was also a sense from some that due to the financial hardship that most people are going through, purchasing counterfeits was something totally socially acceptable, seeing as the majority of people are having to be financially savvy, with one participant even going so far as to say it is almost considered “cool” to be frugal in these times.

Sources of counterfeit electrical products

Participants reported purchasing many of their counterfeit electrical products online, from sites such as Amazon and eBay, and Chinese sites such as AliExpress. These established sites were seen to be convenient with quick delivery times. Some said they often checked the reliability and ratings of buyers to check that they would receive their products in the condition expected, or receive them at all. Others, however, said they didn’t care too much about the ratings or reviews of sellers online for small products such as basic headphones or chargers as these were often at such a low price that the stakes were not seen to be as high.

Some also reported getting counterfeit electricals from local markets or from small stores on local high streets where they could see and feel the product they were buying and take it straight home with them.

“Price really, the real ones are very expensive. Sometimes convenience too, you tend to be able to get them a lot quicker.”

Male, 25-34, Electricals

“They are products that are sometimes interesting and more than anything out of curiosity. It’s always the price or sometimes they are just nice designs.”

Male, 35-44, Electricals

“I do think counterfeits have become more acceptable. It’s less about status now and it’s almost cool to be frugal now.”

Male, 25-34, Electricals

“I think in the coming months I am probably going to try to decrease my spending because of inflation and price rises, I may well end up purchasing more counterfeit products because it feels like money is going to be really tight and I simply won’t be able to afford genuine products.”

Non-binary, 35-44, Electricals

Alcohol

78% of the total sample had purchased an alcohol product in the last year

7% of those who purchased an alcohol product in the last year purchased counterfeit products in that category

3% of bottles/cans or wine/champagne consumers purchased counterfeits

5% of bottle/cans of spirit consumers purchased counterfeits

4% of bottle/cans of beer or cider consumers purchased counterfeits

Of consumers in this category, these purchased counterfeits

	Percentage %
Male	8%
Female	6%

Age

	Percentage %
18-24	13%
25-34	17%
35-44	8%
45-54	3%
55+	1%

Social grade

	Percentage %
ABC1	6%
C2DE	8%

Passion level for category

	Percentage %
High	19%
Medium	7%
Low	3%

Base: Those who intentionally purchased counterfeits in the alcohol category: 255

Alcohol products

The 7% of alcohol consumers who had purchased a counterfeit product in that category in the past year were asked in further detail about their purchasing behaviour.

Frequency of purchase

	Percentage %
Monthly	23%
Every 3 months	39%
Every 6 months	15%
Once a year	8%
Less than once a year	16%

£228 spent on average per year on counterfeit alcohol

Recipients of purchase

	Percentage %
Myself	60%
Family	27%

Reason for purchase

	Percentage %
Cheaper price	32%
The quality is similar/the same	30%
I want to spend less money	29%

Brands counterfeited

	Percentage %
Blossom Hill	22%
Budweiser	21%
Brandy	14%

Sources of purchase

	Percentage %
In-store not from the brand - via a smaller retailer	38%
Online via a social media site (Facebook, Instagram)	26%
Online via a global e-commerce site (Amazon, eBay etc)	23%

If they weren’t available, they would

	Percentage %
I would buy the product directly from the brand	36%
I would buy a similar product from a cheaper brand	43%
I would go without the product	14%
Not sure/don’t know	6%

Base: Those who intentionally purchased counterfeits in the alcohol category : 255

Unintentional counterfeit purchasing

Cosmetics and toiletry products

The 4% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who is the product for

	Percentage %
Myself	63%
Family	27%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay etc)	55%
Online via a social media site (Facebook, Instagram)	23%
Instore not from the brand - via a smaller retailer	18%

Top 3 reasons that made the realise it was a fake

	Percentage %
The quality	59%
The packaging	33%
Upon reflection it was too cheap	25%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	54%
After consuming	46%

Actions after purchase

	Percentage %
Took action	76%
Took no action	24%

Top action: I made a complaint to the seller - 34%

Whether or not they successfully got a refund

	Percentage %
Yes	81%
No	19%

Hygiene products

The 2% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	65%
Family	42%

Where it was purchased from

	Percentage %
In-store not from the brand - via a smaller retailer	50%
Online via a global e-commerce site (Amazon, eBay etc)	37%
Online via a social media site (Facebook, Instagram)	27%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	36%
The packaging	34%
The design	30%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	75%
After consuming	25%

Actions after purchase

	Percentage %
Took action	81%
Took no action	19%

Top action I took the product back for a refund - 29%

Whether or not they successfully got a refund

	Percentage %
Yes	87%
No	13%

Clothing

The 4% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	79%
Family	24%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc.)	41%
In-store not from the brand - via a smaller retailer	24%
Online via a social media site (Facebook, Instagram)	22%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	59%
Someone else told me it was a fake or replica	27%
The design	26%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	32%
After consuming	68%

Actions after purchase

	Percentage %
Took action	61%
Took no action	39%

Top action I made a complaint to the seller - 32%

Whether or not they successfully got a refund

	Percentage %
Yes	93%
No	7%

Footwear/shoes

The 3% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who is the product for

	Percentage %
Myself	80%
Family	24%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay etc)	44%
In-store not from the brand - via a smaller retailer	33%
Online via a social media site (Facebook, Instagram)	24%

Top 3 reasons that made them realise it was fake

	Percentage %
The quality	47%
The design	42%
Someone else told me it was a fake or replica	31%

When they realised their unintentional purchase(s) were a fake

	Percentage%
Before consuming	61%
After consuming	43%

Actions after purchase

	Percentage %
Took action	67%
Took no action	33%

Top action Reported via an online platform - 24%

Whether or not they successfully got a refund

	Percentage %
Yes	95%
No	5 %

Accessories

The 4% of the total sample who had made and unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	76%
Partner	21%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc)	46%
Online via a social media site Facebook Marketplace)	24%
In-store not from the brand - via a smaller retailer	22%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	49%
Upon reflection it was too cheap	36%
The packaging	34%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	56%
After consuming	47%

After the purchase

	Percentage %
Took action	78%
Took no action	22%

Top action I mad a complaint to the seller - 24%

Whether or not the successfully got a refund

	Percentage %
Yes	77%
No	23%

Watches

The 4% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	66%
Partner	26%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc)	37%
In-store not from the brand - via a smaller retailer	30%
From a local market in the UK	23%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	48%
The design	30%
Someone else told me it was a fake or replica	26%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	64%
After consuming	40%

Actions after purchase

	Percentage %
Took action	64%
Took no action	36%

Top action I took the product back for a refund - 25%

Whether or not they successfully got a refund

	Percentage %
Yes	76%
No	24%

Regular sportswear

The 3% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	68%
Family	28%

Where it was purchased from

	Percentage %
Online via a social media site (Facebook, Instagram)	34%
In-store not from the brand - via a smaller retailer	28%
Online via a global e-commerce site (Amazon, eBay, etc.)	28%

Top 3 reasons that make them realise it was a fake

	Percentage %
Someone else told me it was a fake or replica	37%
The packaging	33%
The design	31%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	49%
After consuming	53%

Actions after purchase

	Percentage %
Took action	75%
Took no action	25%

Top action I made a complaint to the seller - 33%

Whether or not they successfully got a refund

	Percentage %
Yes	84%
No	16%

Sportswear from clubs/franchises

The 6% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	61%
Family	35%

Where it was purchased from

	Percentage %
Online via a social media site (Facebook, Instagram)	40%
Online via a global e-commerce site (Amazon, eBay, etc.)	27%
In-store not from the brand - via a smaller retailer	23%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	46%
The packaging	27%
Upon reflection it was too cheap	27%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	60%
After consuming	48%

Actions after purchase

	Percentage %
Took action	62%
Took no action	38%

Top action I made a complaint to the seller - 23%

Whether or not they successfully got a refund

	Percentage %
Yes	100%
No	0%

Sports footwear

The 4% of the total sample who had made and unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	66%
Family	32%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc.)	43%
Online via a social media site (Facebook, Instagram)	30%
In-store not from the brand - via a smaller retailer	23%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	54%
Someone else told me it was a fake or replica	28%
The packaging	28%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	59%
After consuming	44%

Actions after purchase

	Percentage %
Took action	61%
Took no action	39%

Top action Reported via an online platform - 22%

Whether or not they successfully got a refund

	Percentage %
Yes	62%
No	37%

Toy products

The 8% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	50%
Family	45%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc.)	41%
Online via a social media site (Facebook, Instagram)	30%
In-store not from the brand - via a smaller retailer	27%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	42%
The packaging	34%
The design	33%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	69%
After consuming	36%

Actions after purchase

	Percentage %
Took action	84%
Took no action	16%

Top action I made a complaint to the seller - 31%

Whether or not they successfully got a refund

	Percentage %
Yes	86%
No	14%

Electrical accessories

The 6% of the total sample who had made an unintentional purchase in this category in the past year were asked further questions about it.

Who the product is for

	Percentage %
Myself	77%
Family	15%

Where it was purchased from

	Percentage %
Online via a global e-commerce site (Amazon, eBay, etc.)	50%
In-store not from the brand - via a smaller retailer	21%
Online via a social media site (Facebook, Instagram)	16%

Top 3 reasons that made them realise it was a fake

	Percentage %
The quality	50%
Upon reflection it was too cheap	32%
The design	31%

When they realised their unintentional purchase(s) were a fake

	Percentage %
Before consuming	40%
After consuming	63%

Actions after purchase

	Percentage %
Took action	67%
Took no action	33%

Top action I made a complaint to the seller - 26%

Whether or not they successfully got a refund

	Percentage %
Yes	86%
No	14%