GREAT VALUE IS NOW THE KEY NEW DRIVER OF LOYALTY FOR UK SHOPPERS

UK shoppers now prioritize great value as a key driver of loyalty, according to Zinklar's market research study

Different age groups exhibit varying brand loyalty trends: 35-44 age group prefers household care products, while 25-34 age group shows high loyalty for packaged food and beverages

Emotions like trust, happiness, and pleasure play crucial roles in fostering brand loyalty during economic uncertainty, as revealed by the study

[London, July 24, 2023] - Inflation, a prevailing economic concern, is now influencing UK shoppers' loyalty behaviors, as revealed by Zinklar's recent market research study. The study sheds light on the growing importance of great value as a key driver of loyalty among British consumers. Additionally, it explores how different age groups display varying brand loyalty trends, and the crucial role emotions like trust, happiness, and pleasure play in fostering brand loyalty, particularly during times of economic uncertainty. The following insights offer valuable knowledge for UK businesses seeking to adapt and maintain a loyal customer base amidst inflationary pressures.

Age and Loyalty

The study sheds light on various demographic trends and purchase behaviors across different age groups. The 35-44 age group, known for having more children at home, emerges as the demographic that purchases the most household care products. On the other hand, consumers aged over 55 display a higher propensity for buying alcoholic beverages, personal care, and household products compared to their younger counterparts.

When it comes to beverages and pharmacy products, brand loyalty remains consistent, hovering around 60% for those who consistently choose the same brand. Surprisingly, consumers aged 25 to 34 years old emerge as the most brand loyal for packaged food products and beverages, while the younger demographic (16-24 years old) appears less brand loyal when it comes to food products.

Budget Changes & Brand Loyalty: Trends

Recent budget changes are also highlighted, with 62% of British consumers revealing an increase in their spending on packaged food products over the past year. Meanwhile, 53% have increased their budget on household care products. However, it's worth noting that brand loyalty is strong in the categories of packaged food, personal care and beauty, and household care products, where 7 out of 10 consumers always or almost always choose the same brand.

In the midst of inflationary pressures, the study delves into the factors influencing brand loyalty, with recommendations from friends and family proving to be a significant driving force. Consumers who are most influenced by these recommendations also tend to be the most brand loyal. However, for beverages, consumers often have a clear preference, causing recommendations to lose their sway.

The Power of Emotions in Brand Loyalty

When it comes to the emotions associated with brand loyalty, trust emerges as the primary sensation that preferred brands transmit, followed closely by happiness and pleasure. Notably, the emotions tied to brand loyalty vary depending on the category, with happiness and pleasure dominating in food and beverage brands, and calm standing out in personal care and beauty brands.

"It's remarkable how emotions play a crucial role in forging lasting connections between consumers and their preferred brands, especially during times of economic uncertainty," said Sofia Gameiro, brand strategist from and founder of Vago Designs. "Understanding these emotional drivers is vital for businesses seeking to build and maintain a loyal customer base, even amidst inflationary pressures."

The study also underlines the importance of aligning brand values with consumer lifestyles, as well as the significance of sustainability and social commitment in attracting loyal customers. Surprisingly, younger consumers aged 25-34 years old demonstrate a higher inclination to pay extra for their favorite brands and are more likely to be influenced by advertising and social media.

"We've found that younger consumers are increasingly drawn to brands that not only fit their lifestyle but also resonate with their values and offer innovative products. Amidst inflation, consumers are seeking value and meaning in their brand choices," noted Rhys Clement, insights consultant and Market Research Advisor for Zinklar.

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Andrea Camacho A
PR & Communications Manager
andrea.camacho@zinklar.com
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About Zinklar

Zinklar, a market research SaaS platform, provides real-time consumer insights in over 80 countries for various purposes such as evaluating new product concepts, assessing advertising campaigns, understanding consumer opinions about brands, and exploring their buying habits, among others.

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This release was published on openPR.