seek out their preferred brands and
highlights recommended strategies for
winning the hearts
and minds of today’s
marked by consumers
strapped for cash and
current events make
addressing brand loyalty even more complex than normal.
from a vacillating
economy have embraced frugal ways and
continue to make purchases deliberately
and cautiously. Despite a period of prolonged economic difficulty, brand loyalty is
strong and growing across a number of CPG categories.
“While most retailers and manufacturers will instinctively pull
the lever to compete on price, it’s important to understand that
consistently leading with price has significant negative impacts on
brand equity,” said John McIndoe, senior vice president, market-
ing, SymphonyIRI.“Rather, CPG leaders must harness the power
of value. The battle for the shopper’s loyalty should not be dic-
tated by low price, and winning CPG marketers are clearly get-
ting this message.”
In fact, brand loyalty has actually increased across 45 of the top
100 CPG categories during the past three years. For instance, brand
loyalty is quite high, 87.6%, in the sports drink category. During
the past three years, loyalty increased 6. 5 points despite economic
conditions and conservative purchase patterns.
Brand loyalty in the household cleaners category is pegged at
50.9%, according to SymphonyIRI. Meanwhile, brand loyalty for
cleaning tools/mops/brooms is much higher at 72.4%. In personal
care, shampoo brand loyalty is 65.9%.
Those three sectors—household cleaners, cleaning tools and
shampoo—were among the categories with the largest increases
in brand loyalty, up 3. 5, 2.8 and 2.8 points, respectively, over 2008,
the company said.
“Interestingly, nearly all of the categories in which brand loyalty gains were highest already have fairly high levels of brand loyalty,” said Susan Viamari, editor of Times & Trends, SymphonyIRI.
“In fact, loyalty is more than 50% in nine out of 10 categories
shown—a striking reminder that true loyalty can survive even prolonged economic upheaval.”
More info: www.symphonyiri.com •
Shampoo brand loyalty remains high, according to SymphonyIRI.
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