New research from MarkMonitor®, the world leader in enterprise brand protection, reveals counterfeit goods still pose a significant risk to consumers. More than one-quarter of respondents (27
Respondents found these non-genuine goods were found through a variety of online channels, including online marketplaces (39
Respondents were also asked which of these channels they trusted to deliver goods that met their expectations all or most of the time. Brand websites were most trusted (89
The research was conducted on behalf of MarkMonitor by independent market research firm Vitreous World. The aim was to examine online buying behaviour related to consumer goods, including make-up, toiletries, medicines, vitamins and supplements, purchased outside of supermarket shopping.
“The threat of counterfeiters is ever-present, affecting both brands and consumers. For brands it’s all about the loss of revenue, reputation and customer trust. However, when it comes to non-genuine consumer goods such as cosmetics, skincare, sun care and medicines, the consequences for shoppers are far greater, affecting their health and wellbeing. As a result, it is up to brands to ensure they have a solid online brand protection policy in place to deal with the counterfeit threat and keep their customers safe from harm,” says Anil Gupta, Chief Marketing Officer of MarkMonitor.
This sentiment was also reflected in the research, with 34
The survey also found that there is little desire to willingly purchase counterfeits. The majority of consumers (83
Respondents were surveyed online across 10 countries, including the UK, US, China, Denmark, France, Germany, Italy, the Netherlands, Spain and Sweden. Interviews were conducted online and were completed between 4-10 May 2017.
