Products that offer a similar experience to high-end items, known as 'dupes', are increasingly popular among UK consumers. Data from YPulse indicates that 44% of UK individuals aged 13 to 39 have bought a dupe in the past year. Over half (53%) of this age group also agreed that the quality of these items makes them less likely to purchase a real luxury item.
Retail consultant Catherine Shuttleworth noted that 'everyone wants to 'luxe it up' with a dupe' regardless of age or income. This trend is particularly prominent in beauty, but also extends to food, furniture, homeware, and designer fashion.
Social media, especially TikTok, is accelerating the 'dupe' culture. More than 30 million people in the UK use TikTok monthly, with Gen Z consumers admitting that viral products increase their likelihood to buy. The number of people buying dupe fragrances online has risen by 17% in the last year, outpacing the overall market.
Market research firm NielsenIQ's Eric Mills attributes the focus on these cut-price products to consumers seeking cheaper alternatives due to rising prices. He also highlighted that while Gen Z are key spenders, millennials account for the largest proportion of sales in this area.