144 | Regulars / Label trendsLabel trendsNew research sponsored by Digimarc and carried out by independent research company Censuswide surveyed 4,064 consumers in the US and UK to fnd out if their desire for authentic products isn’t limited to luxury goodsQuality concerns – online shopping may be easier, but shoppers are more worried about the quality of products in the market:of consumers feel online shopping added think social media has normalized cheaper 40% 33%to the sale of counterfeit goods products that may or may not be counterfeitConsumers everywhere worry about fakes:67% 56% 59% 53%of consumers are concerned of US consumers are of consumers are worried of UK consumers are about product authenticity worried new products they that new products they worried new products they when buying goods for their buy are counterfeit buy are counterfeit buy are counterfeithome and familyPercentage of consumers who worry about the authenticity of products for the following industries:83% 79% 78%Pharmaceuticals OTC medication Apparel and fashion78% 57% 55%Chocolate and confectionary Alcohol and tobacco Baby food and formulaWorries across generations:Boomers: Millennials: Gen Z:87% 83% 69%care about the authenticity care about the authenticity care about the authenticity of pharmaceuticals of luxury goods of luxury goods 75% 68% 51% are concerned whether the goods care about the authenticity worry about whether the goods they buy for their family are genuine of baby food they buy for their family are authenticTurn to page 71 to read more about Digimarc’s survey. To see full details of the Censuswide survey go to digimarc.com/resources/brand-integrity-consumer-insights-surveylabelsandlabeling.com