Great value is now the key new driver of loyalty for uk shoppers

Insights from Zinklar's Market Research Study Reveal the Secrets Behind UK Consumer Loyalty
LOS ANGELES - July 26, 2023 - PRLog -- UK shoppers are now placing great value as a key driver of loyalty, as highlighted by Zinklar's recent market research study. This change in consumer behavior comes amid prevailing economic concerns, particularly inflation, which is influencing brand loyalty patterns in the UK. The study delves into different age groups, revealing distinct preferences for specific product categories. For instance, the 35-44 age group shows higher loyalty towards household care products, while the 25-34 age group exhibits strong brand loyalty for packaged food and beverages. Emotions also play a vital role in fostering brand loyalty, with trust, happiness, and pleasure being crucial factors during times of economic uncertainty. The study's insights provide valuable knowledge for UK businesses aiming to adapt and maintain a loyal customer base amidst inflationary pressures.

Age and Loyalty Trends

Zinklar's study unveils interesting trends in brand loyalty across various age groups among UK consumers. The 35-44 age group, comprising families with more children at home, displays a notable preference for household care products. Conversely, consumers aged over 55 demonstrate a higher inclination towards alcoholic beverages, personal care, and household products compared to their younger counterparts.

Regarding beverages and pharmacy products, brand loyalty remains relatively consistent, with approximately 60% of consumers consistently choosing the same brand. Surprisingly, the 25 to 34-year-old demographic emerges as the most brand loyal for packaged food and beverage categories, while the younger age group (16-24 years old) shows comparatively lower brand loyalty for food products.

Budget Changes & Brand Loyalty

In the face of inflationary pressures, the study delves into the factors influencing brand loyalty, revealing the significant impact of recommendations from friends and family. Consumers most influenced by these recommendations also tend to exhibit higher brand loyalty. However, in the case of beverages, consumers often have clear preferences, leading recommendations to lose some of their influence.

The Role of Emotions in Brand Loyalty

Emotions play a crucial role in fostering brand loyalty, with trust being the primary emotion that preferred brands evoke, closely followed by happiness and pleasure. Interestingly, the emotions associated with brand loyalty vary depending on the product category, with happiness and pleasure being dominant emotions in food and beverage brands, while a sense of calm stands out in personal care and beauty brands.

The study also emphasizes 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.
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