What’s the Deal with Dupes?

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.