Key loyalty drivers in the US have been extensively studied by Zinklar, SaS platform, with a focus on the American consumer’s preferences and behaviors. Among the significant findings, it was revealed that alcoholic beverages tend to be more popular among male consumers, and budget trends on different products varied over the past year. Brand loyalty showed variations across categories, with higher loyalty observed in beverage, personal care, beauty, household care, and pharmacy products compared to packaged food and pharmacy products.
The study identified crucial drivers of brand loyalty among consumers, with value for money perception being the most essential attribute, particularly among the age group of 45 to 54 years old. A well-known brand was the second most influential factor, especially among older consumers aged 55 and above. Emotional connection, enticing offers, and promotions also played a significant role in fostering brand loyalty.
The research explored the emotions associated with preferred brands, revealing trust, happiness, and pleasure as dominant emotions for packaged food brands like Kraft and Tyson. Beverages like Pepsi and Coke evoked happiness and pleasure, while Dove, the preferred brand in personal hygiene and beauty, was linked to trust and confidence, among other emotions. Similarly, home care brand preferences like Lysol and Clorox generated feelings of trust and confidence.
Understanding consumer attitudes toward brand loyalty is essential for businesses, and the study found that most US consumers identified with brands that aligned with their values and lifestyle. Younger consumers aged 25-34 showed a strong inclination towards this sentiment. Consumers also actively participated in loyalty programs and were willing to recommend their preferred brands. Innovation, added value, sustainability, and social commitment were crucial factors that influence brand loyalty.
Social media played a significant role in shaping consumer behavior, with Facebook, Instagram, and TikTok being the most used social networks, each catering to different demographics. Social networks and influencers were found to have an impact on brand choices for four out of ten consumers, especially the youngest age group (16-24 years old).
Interestingly, a small but dedicated group of consumers consistently bought the same brands across various consumer goods categories. This group, particularly those aged 34-45 with children at home, exhibited strong brand loyalty towards Pepsi, Clorox, and Dove. They were emotionally connected to these brands and valued attributes like good value for money, well-known brand status, variety of products, and alignment with their lifestyle.
Brand loyalty drivers in the US are influenced by value for money, well-known brands, emotional connections, and enticing offers. Understanding consumer behavior, attitudes, and preferences is crucial for businesses aiming to establish lasting connections with their customers in this fiercely competitive market.
About Zinklar
Zinklar, a market research SaaS platform, provides real-time consumer insights in over 80 countries for various purposes such as evaluating new product concepts, assessing advertising campaigns, understanding consumer opinions about brands, and exploring their buying habits, among others.
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Contact:
Andrea Camacho A
PR & Communications Manager
andrea.camacho@zinklar.com
+34 657072151
