Key takeaways:

• 39% of consumers tend to stick with their favorite brands. 
• 61% of consumers try new brands, “even if [they] have a favorite”.

Objective: How loyal are consumers to their favorite brands in 2024? We wanted to discover how consumer loyalty habits are changing across generations.

Question: Thinking about your shopping preferences, which of the following statements best describes your behavior?

• I typically continue purchasing from a brand or product I like once I’ve found one.
• I often enjoy exploring and trying new brands or products, even if I have a favorite.

Audience: A representative panel of American consumers aged 16 – 64.

Overall Results

• 39% of consumers tend to stick with their favorite brands. 
• 61% of consumers try new brands, “even if [they] have a favorite”.

Thinking about your shopping preferences, which of the following statements best describes your behavior?

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Gender Breakdown

• Women are more brand loyal than men: 43% vs 35%

Men

Thinking about your shopping preferences, which of the following statements best describes your behavior?

Women

Thinking about your shopping preferences, which of the following statements best describes your behavior?

Age Breakdown

• Younger consumers are tending away from brand loyalty.
• 25 – 34s are the least loyal demographic, with just 27% typically sticking with brands.

16 – 24

Thinking about your shopping preferences, which of the following statements best describes your behavior?

25 – 34

Thinking about your shopping preferences, which of the following statements best describes your behavior?

35 – 44

Thinking about your shopping preferences, which of the following statements best describes your behavior?

45 – 54

Thinking about your shopping preferences, which of the following statements best describes your behavior?

55 – 64

Thinking about your shopping preferences, which of the following statements best describes your behavior?

Conclusion

Loyalty can never be taken for granted, but we found women are slightly more brand loyal than men while older consumers are also more likely to stick with their favorite brands. Meanwhile, brands targeting millennials have to work harder than ever to reinforce loyalty among their audience.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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