Richard Shumba

A recent survey has revealed that nearly half of Zimbabwean consumers admit to buying counterfeit products, highlighting a growing challenge for local manufacturers, employment, and consumer safety.

The 2026 ZimBrands Awards Consumer Survey, conducted by Topline Research Solutions for Buy Zimbabwe, found that 46 percent of consumers have purchased counterfeit items, with 68 percent of those individuals acknowledging that they knowingly bought fake goods.

These revelations come as Buy Zimbabwe, in partnership with the People’s Own Savings Bank (POSB), prepares to host the country’s inaugural Buy Zimbabwe Anti-Counterfeit Day on August 26. This initiative aims to raise awareness and promote the consumption of genuine, locally produced goods.

Speaking to this publication, Buy Zimbabwe Chairman Munyaradzi Hwengwere stated that the survey results demonstrate the urgent need for stronger action against counterfeit trade.

“The substantial number of consumers knowingly purchasing counterfeit products highlights how deeply rooted the problem has become in the market,” Hwengwere commented.

He emphasized that counterfeit goods harm businesses that invest in quality production, threaten jobs, and undermine efforts to industrialize the economy.

“Counterfeit products are not just an economic crime; they undermine legitimate businesses, destroy jobs, weaken consumer confidence, and hinder national industrialization,” Hwengwere added.

He urged consumers to play an active role in combating counterfeiting by making conscious choices to support authentic products.

Hwengwere described the Anti-Counterfeit Day initiative as part of a broader effort to protect local industries and encourage Zimbabweans to support genuine, locally manufactured goods.

“The fight against counterfeiting requires a collective effort involving manufacturers, retailers, consumers, and relevant authorities.

We must create an environment where legitimate businesses can thrive and consumers can have confidence in the products they purchase,” he stated.

Buy Zimbabwe indicated that the Anti-Counterfeit Day campaign will bring together manufacturers, retailers, wholesalers, brand owners, consumers, and government institutions to discuss solutions to the growing issue of counterfeiting.

The initiative will collaborate with partners, including POSB, the Zimbabwe Revenue Authority (ZIMRA), and other stakeholders to promote awareness, strengthen enforcement efforts, and encourage consumers to buy authentic Zimbabwean products.

Buy Zimbabwe stressed that reducing the demand for counterfeit goods is essential for protecting local industries, safeguarding jobs, and supporting economic growth.