The Intellectual Property Office (IPO) has published its fifth wave of counterfeit goods research, examining UK consumer purchasing behaviour and attitudes. The research, conducted between June and September 2025, included a survey of 5,057 UK adults, qualitative research with 64 counterfeit purchasers and communications testing with 1,534 respondents. It found that 26% of respondents had knowingly purchased counterfeit goods, compared with 24% in 2023, and that 17% currently purchased them. Purchasing was particularly prevalent among younger consumers, while affordability and perceived comparable quality remained the main reasons for buying counterfeit goods. The research also identifies increased use of major online marketplaces and social media, and reports that more than two-thirds of recent purchasers had experienced negative consequences, including poor product quality, financial loss, scams, data-security risks and, in some cases, health or safety risks. The findings will inform the IPO’s policy development, enforcement activity and consumer communications.