Circana Unpacked
What’s the Deal with Dupes?
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Show notes
Dupes, or replicas, of premium products are having a moment. Fueled by high inflation and turbocharged by social media, dupes are being purchased and touted with pride by U.S. consumers attracted to high-quality, low-priced items. Circana analysts Maggie Swiatkowski, Kristen Classi-Zummo, and Beth Goldstein illustrate how dupes are playing out across categories from apparel, accessories, and beauty to consumer tech, home goods, and food. Is this the dawn of a new era for private brands?
Highlights:
- While dupes appeal to consumers of all ages, younger consumers are the most enthusiastic, given their strong engagement with social media.
- More than half of consumers have purchased a dupe and most would buy another.
- Even the products being duped benefit from the exposure and comparison of the replicas.