ABC Perth: Emma Easton from RetailOasis discusses the trend where cheap versions of products have packaging that looks remarkably similar to another well known product

The rise of dupes—affordable alternatives to popular products—is transforming consumer behaviour. Driven by the cost-of-living crisis, consumers seek value without compromising on desired goods. RetailOasis strategist Emma Easton highlights how social media has fuelled “loud budgeting,” with Gen Z proudly sharing their favourite dupes on TikTok and Instagram, making this trend a lasting cultural shift.