Well, if you’re ever dismayed by a piece of research, just wait a bit and a new study will come out and make you happy again. While last week, we reported that researchers had found decreased loyalty among CPG categories, this week researchers are finding the opposite:
Despite the economy and the growth of private label, brand loyalty has increased in 45 of the top 100 CPG categories over the past three years, according to a new report from SymphonyIRI Group.
Some — like sports drinks — have seen significant gains. Between 2008 and 2010, the percentage of consumers who reported being loyal to a sports drink brand rose by 6.5 percentage points, to 87.6%.
The definition of brand loyalty: More than 50% of the buyer’s total purchasing in the category is of a single brand (not including private label).
Batteries gained 3.9 percentage points to reach a 73.5% loyalty level (as of July 3); cleaning tools/mops/brooms gained 2.8 to reach 72.4%; shelf-stable dinners gained 3.7 to reach 66.9%; shampoo gained 2.8 to reach 65.9%; cat and dog litter gained 2.5 to reach 62.2%; dry packaged dinners gained 3.2 to reach 59.3%; diapers gained 4.4 to reach 58.3%; and household cleaners gained 3.5 to reach 50.9%.
Categories showing the largest losses in brand loyalty include refrigerated salads/coleslaw (-22 points); gastrointestinal tablets (-11); cold/allergy/sinus tablets (-7.2); internal analgesics (-6.9); sugar (-6.5); pastry/doughnuts (-5.2); creams/creamers (-5.2); Mexican foods (-5.1); RTD tea/coffee (-4.9) and butter (-4.7).