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Counterfeit goods in the UK

Who is buying what, and why? PwC Contents


Who is buying what, and why? PwC 1



42% 41%

18% 16% 15% 13%

58% 59%

82% 84% 85% 87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Films and music Clothing andaccessories

Alcohol Medicines Auto parts Cigarettes

Buy sometimes Never buy

%o

fre

sp

on

de

nts



60%

55%

28% 28%

20% 19%

35% 35%

14%11%

13%11%

0%

10%

20%

30%

40%

50%

60%

70%


Alcohol Medicines Auto parts Cigarettes

18-34 yrs 35+ yrs

%o

fre

sp

on

de

nts

wh

os

om

eti

me

sb

uy

co

un

terf

eit

s

11%10%

7%6% 6%

1%

12%

5%

(7%)

8%

6%

(9%)(8%)

(4%) (4%)(5%) (5%)

(15%)

(10%)

(5%)

0%

5%

10%

15%

Clothing andaccessories

Medicines Cigarettes Films and music Alcohol Auto parts

London Nothern Ireland Scotland

%o

fre

sp

on

se

sa

bo

ve

or

be

low

the

UK

ave

rag

e



40%

10%

16%14%

40%

16%

41%

16%

21%18%

45%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Clothing andaccessories

Cigarettes Alcohol Medicines Films andmusic

Auto parts

%o

fre

sp

on

de

nts

wh

os

om

eti

me

sb

uy

co

un

terf

eit

s

ABC1

C2DE



80%

20%

94%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

18-24 yrs >55 yrs

%o

fre

sp

on

de

nts



31%

26%25%

18%

5%4%

1%

0%

5%

10%

15%

20%

25%

30%

35%

Unawareproduct iscounterfeit

Genuineproducts areoverpriced

Cannot affordthe genuine

product

The counterfeitproduct 'does

the job'

Counterfeitproducts are

easier toaccess

Counterfeitingis a victim less

crime

Other

%o

fre

sp

on

de

nts



75%73%

66%

48%

35%

6%3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Safetyconcerns

Giving bankdetails to

counterfeiters

Moral andethical

concerns

Onlinepurchase may

not bedelivered

Being caughtbuying theproducts

Other None of theabove

%o

fre

sp

on

de

nts



40%

30%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Female Male

%o

fre

sp

on

se

sp

ut

off

by

be

ing

ca

ug

ht

44%

65% 66%

51%

41%

4% 3%

49%

76% 76%72%

31%

7%2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Onlinepurchase may

not bedelivered

Safetyconcerns

Giving bankdetails to thecounterfeiters

Moral andethical

concerns

Being caughtbuying theproducts

Other None of theabove

18-24 yrs >55 yrs

%o

fre

sp

on

de

nts

pu

to

ffb

yb

ein

gc

au

gh

t



16%

84%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes No

%o

fre

sp

on

de

nts



92% 90%81%

70%61% 59%

8% 10%19%

30%39% 41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Cigarettes Alcohol Auto parts Medicines

Very easy/Easy Very difficult/Difficult

%o

fre

sp

on

de

nts



8%

(3%)

10%

(4%)

(6%)

(4%)

(2%)

0%

2%

4%

6%

8%

10%

12%

North East London

Alcohol Cigarettes

%o

fre

sp

on

se

sa

bo

ve

or

be

low

the

UK

ave

rag

e



67%58%

39%24%

16% 13%

14% 31%

52%

56%

45%43%

19%11% 10%

19%

39% 44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Medicines Auto parts Films and music Clothing andaccessories

Alcohol Cigarettes

Online Markets Abroad

%o

fre

sp

on

se

s

58% 59%

71%67%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

18-24 25-35 35-44 45-54 55+

% of respondents who would be most likely to buy counterfeit medicine online



60%

50%47%

34%

24% 23%

0%

10%

20%

30%

40%

50%

60%

70%


Cigarettes Alcohol Medicines Auto parts

% of respondents who believe >15% of products sold in the UK are counterfeit



44%

30%

51%

38%

0%

10%

20%

30%

40%

50%

60%

Cigarettes Alcohol

ABC1 C2DE

%o

fre

sp

on

de

nts

wh

ob

eli

eve

>1

5%

of

pro

du

cts

so

ldin

the

UK

are

co

un

terf

eit



12%

17%

19%

16%

36%

18-24 yrs

25-34 yrs

35-44 yrs

45-54 yrs

55+ yrs

48%

52%

Male

Female



15%

12%

10%

9%

9%

9%

9%

8%

7%

5%

4%3%

South East

London

North West

Yorkshire and the Humber

South West

West Midlands

East of England

Scotland

East Midlands

Wales

North East

Northern Ireland

26%

29%

21%

24%AB

C1

C2

DE

PwC firms help organisations and individuals create the value they’re looking for. We’re a network of firms in 158 countries with close to 169,000 people whoare committed to delivering quality in assurance, tax and advisory services. Tell us what matters to you and find out more by visiting us at www.pwc.com.This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon theinformation contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to theaccuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers does not accept orassume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the informationcontained in this publication or for any decision based on it.© 2011 PwC. All rights reserved. Not for further distribution without the permission of PwC. “PwC” refers to the network of member firms ofPricewaterhouseCoopers International Limited (PwCIL), or, as the context requires, individual member firms of the PwC network. Each member firm is aseparate legal entity and does not act as agent of PwCIL or any other member firm. PwCIL does not provide any services to clients. PwCIL is not responsibleor liable for the acts or omissions of any of its member firms nor can it control the exercise of their professional judgment or bind them in any way. No memberfirm is responsible or liable for the acts or omissions of any other member firm nor can it control the exercise of another member firm’s professional judgment orbind another member firm or PwCIL in any way.

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