What is dupe culture? And what do brands need to know?

You’re doing the weekly shop, browsing the aisle for your child’s favorite sugary cereal. You spot it, but as you reach to grab it, your eyes catch sight of the store brand version — “Honey Flavored Nut Circles.” Weird name, you think, but hey, they’re a dollar less. You chuck them in your cart instead. 

This is a reality many consumers meet as financial pressures rise and the options for affordable alternatives grow. This has given rise to “dupe” culture, in which consumers seek out cost-effective alternatives that mimic higher-end products, often under a retailer’s store brand. 

But outside of economic pressures, what else is driving consumers to choose dupes? And what strategic choices can CPG brands use to maximize this trend?  

Notably, there’s massive online buzz around dupe culture. On TikTok, consumers share their latest finds with excitement, treating dupes as a budget hack or a well-kept secret for savvy shoppers only. According to WARC research, 31% of adults have purchased a dupe — and that number jumps to 49% among Gen Z.

Gen Z’s influence on spending is undeniable, and their focus on cost-effective choices is reshaping retail. Another 56% of Gen Z shoppers say they are extremely likely or likely to try store brands to find the “best value,” a PMLA report found.

Katie Kelly-Landberg, a colleague of mine at Quad’s design agency, Favorite Child, gave insight into this trend in an eMarketer piece, “The Trends Driving Dupe Culture Mainstream.”

As Katie notes in the partnership piece with eMarketer, “Dupe culture taps into a shopper’s sense of discovery and pride — there’s a thrill in finding a quality alternative at a lower price. This playful, savvy approach to spending empowers consumers, especially as own brands evolve to offer products that give shoppers a small win without sacrificing quality.”

Own brands are no longer just generic alternatives; they’re carefully designed to look and feel premium. Take Publix Premium ice cream packaging, for example — it exudes luxury and quality, reinforcing the idea that private label products aren’t just about savings, but also about experience. 

Favorite Child’s package design for Publix Premium products reinforces luxury.

Retailers are leaning into design, formulation and marketing to reposition store brands from “budget alternative” to “best-kept secret.” Aldi, for example, has mastered this, with nearly 80% of its sales coming from private label products, according to Numerator. These in-house brands are so well-crafted that they often become cult favorites.

Then there’s the viral success of Trader Joe’s Sunscreen, a Supergoop alternative that ignited TikTok with its similar formula and a price tag that made shoppers feel like they’d won the lottery. (And let’s not forget e.l.f. Beauty’s rise — now a social media sensation thanks to the strategic “dupe” positioning of many of its products.)

For national brands, the rise of dupe culture presents both a challenge and an opportunity. Some may introduce lower-cost tiers to compete, while others could strategically lean into their premium positioning, creating limited-time luxury “dupes” under their own umbrella. 

Retailers, on the other hand, are on the hunt for “white space” opportunities or products with strong brand loyalty that lack affordable alternatives, according to Katie. By strategically developing in-demand dupes, they can capture market share from well-established brands while building their own loyal consumer base. 

Dupe culture isn’t just about cost-cutting — it’s a lifestyle shift. Consumers are embracing the thrill of the find, and retailers are meeting them with premium private labels that blur the line between “savings” and “status.” 

The brands that lean into dupe culture strategically — through thoughtful design, smart messaging and strong social engagement — will be the ones to win in this new era of consumer shopping behavior. 

Want to learn more about the trends driving dupe culture? Read the full eMarketer piece here.