Choco Rice instead of Coco-Pops, Snack Noodle instead of Pot Noodle, or Sainte Etienne instead of Stella Artois. Own-label brands dominate the supermarket, accounting for over half of British grocery sales. But copycat branding can be detrimental to the market and the consumer. So, why and how do copycat brands work?

The UK grocery market is estimated to be worth over £200 billion by 2019 and supermarkets are vying for consumer attention. Waitrose has long been considered a cut above the rest for its high quality produce, and it has now launched its own premium food brand, named Waitrose 1.

Amazon is already the biggest online destination for shoppers looking to pick up a Sony media player, some Reebok trainers or whatever book takes their fancy. But the retailer wants to transcend its status as an online mall, and is now extending its private label range.

Shoppers are splashing out on wardrobe staples, opting for basics crafted with premium fabrics over flashy showpieces. As priorities shift from flaunting logos to forming a long-lasting, quality wardrobe, basics – think white T-shirts or the perfect pair of jeans – are becoming the new status symbols.