Key takeaways:

• 48% of consumers act with loyalty, typically continuing to purchase from a brand or product they like.
• Men (53%) are more likely to be brand loyal than women (43%)
• Quality is the most important factor for all demographics in building loyalty.
• Younger consumers are the least price sensitive, with just 41% considering price and value an important factor for loyalty. They favor convenience more than any other demographic.

Objective:

Consumers face pressure from all sides: tightening wallets, a bombardment of advertising, and a turbulent economic climate. In 2025, as never before, we’re experiencing fast-changing and uncertain times. In this environment, we sought to understand how consumer behavior is changing. Are they sticking with the certainty of a trusted brand, or shopping around in pursuit of better value or experience?

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

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

Question two: What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

• Competitive pricing or good value
• Convenience of ease or use
• The quality of products or services
• Excellent customer service
• The brand’s mission or values match my own commitments

Audience: A representative panel of American consumers aged 18 – 64.

Overall Results

• 48% of consumers act with loyalty, typically continuing to purchasing from a brand or product they like.
• 71% of consumers say that quality is the most important factor in retaining brand loyalty.
• Just 13% of respondents said that alignment with mission and values is important in retaining brand loyalty. 

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

What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

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Gender Breakdown

• Men (53%) are more likely to be brand loyal than women (43%)
• A brand’s mission and values are a much stronger driver of loyalty for women (16%) than for men (10%)

Men

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

What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

Women

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

What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

Age Breakdown

• 55 – 64s are the most likely demographic to shop around, with 55% saying they try new brands even when they have a favorite.
• Younger consumers are, surprisingly, the least price sensitive, with just 41% considering price and value an important factor for loyalty.
• Younger consumers value convenience (30%) more than any other demographic (14% among 55 – 64s).

18 – 34

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

What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

35 – 54

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

What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

55 – 64

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

What are the most important factors in choosing to remain loyal to a brand? (Choose up to two)

Conclusion

Brands should take note of what keeps consumers loyal and what differs across demographics. They may need to work harder to keep their female customers or prioritize convenience when targeting younger consumers. For all brands, consistent quality is essential for loyal customers, and in 2025, building brand loyalty should be a target for every business.

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.

Further Reading

• Essential Insights: Our Data-Backed Guide to Branding
• 2024 Brand Loyalty Statistics
• Research Revealing the Biggest Branding Trends for 2025

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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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