'Dupes' have taken over the world; how has has that been allowed?

Dupes, or copy products, have come a long way since mostly being available at dubious-source market stalls in tourist destinations back in the 80s.

These days they're called ‘dupes’ (short for duplicates), but they were once known as rip offs, copies, fakes and knock-offs.

In 2026, products that are similar to the original made by a known brand remain popular, but there's now a whole online industry dedicated to them.

A key difference is that dupes as we know them now are not illegally pretending to be from a certain brand. They want to offer quality and value from their own brand. 

Which is why, in this cost of living crises, they are becoming more common - and popular - than ever.

Think Kmart, ALDI, and even clothing retailers such as Zara.

 

 

 

 

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It's evidence that consumers are willing to move away from established brands if they believe the quality gap no longer justifies the price premium.  

YouGov research, commissioned by Shopfully, found that 95% of Australians are open to buying private-label grocery products, while 63% would choose a store-brand alternative if it offered the same quality.  

Brendan Straw, Country Manager Australia at Shopfully, talked to Mediaweek about dupe culture, why it should be seen as a wakeup call for brands, and what it reveals about changing shopper priorities.

Brendan Straw, Country Manager Australia at Shopfully

Brendan Straw from Shopfully talks dupe culture

Mediaweek: It seems like every day we're introduced to a new dupe product. What's driving the dupe market in 2026?

Brendan Straw: Rather than an inferior quality rip-off, products that try to emulate a popular concept from another brand usually still adhere to quality control and standards.

So the shopper is getting a similar product as a reduced price. And the retailer can offer the shopper their own brand, rather than that of another company.

ALDI is a great example of this concept.

Mediaweek: Where does brand loyalty come into this?

Brendan Straw: There's a lot of pressure on household budgets.

Many consumers will look for the ‘homebrand’ version of a product they, if they can find it.

The major stores have capitalised on that. Loyalty is about where value lives.

Mediaweek: What's an example of this that's been wildly successful? 

Brendan Straw: Ready meals in supermarkets. You can pay more than $12 for a single-portion, high-protein, low-carb, convenience meal from a big brand. Or, you can get two for $15 from a homebrand.

Mediaweek: What's your advice to brands about dupe culture?

Brendan Straw: Brands have to tell stories of value.

This is where social media comes in. You have Facebook groups for ALDI, Kmart, which are full of comments about bargains and new products.

Dupe culture relies on hearing real stories of value for money.

Yes, in some cases, other things are sacrificed. For example, ALDI in Australia is not online and has a focus on products in stock in store. But it's one of the ways they can keep their prices low.

Brands need to consider what the cost and value of the product to the consumer. If that balance is right, the dupe can win.