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M&S, TESCO AND ALDI TRIUMPH IN THIS YEAR’S UK BRAND LOYALTY INDEX

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has launched its 2018 Brand Loyalty Index looking at how loyal customers really are towards different brands and why. This year, consumers voted M&S Food as their favourite supermarket, with 57% stating they’ve always had a positive experience with the brand.

The research surveyed 5,000 consumers about hundreds of household name brands across supermarkets, technology, food and drink (including alcoholic beverages), personal care and household. The final Index shows the ten supermarkets that UK consumers are most loyal to.

Top 10 Supermarkets
1M&S Food
2Tesco
3Aldi
4Sainsbury’s
5Lidl
6Iceland
7Morrisons
8Asda
9Waitrose
10Co-operative

The results also revealed that customers identified value for money as the primary driver of loyalty (64%) followed by consistency (58%) and high quality (45%). Customers at M&S say the most important reason they’re loyal to the brand is because of its high quality (75%), far outranking other factors. By comparison, Tesco scored at just 30% for this same loyalty driver.

CHRIS BALDWIN, DIRECTOR OF CONSUMER PROMOTIONS AND LOYALTY AT SODEXO ENGAGE, COMMENTED:

“No single factor determines loyalty. Despite the importance of value for money for supermarket customers, it’s the higher-end option of Marks & Spencer food that tops the table for loyalty, beating not only market leader Tesco but also the budget offerings from Aldi and Lidl.

On the other hand, when you compare Marks & Spencer food to alternative premium brand Waitrose, the difference between the two is largely explained by exposure – while more Waitrose shoppers felt most loyal to the brand, fewer than half of the people we surveyed had ever shopped there. Customers may value consistency and quality over convenience, but ideally, they want all three.”

Full Top 50 brands ranking  
RankingBrandRanking in 2017Change in place since 2017
1Samsung10
2Apple20
3Cadbury1714
4Kellogg’s95
5Dyson4-1
6Oral B71
7Walkers 2013
8Marmite3-5
9Dove156
10Sky TV 6-4
11Gillette8-3
12Netflix10-2
13Nivea229
14Sony140
15Bosch12-3
16Coca-ColaNewcomer
17Amazon Prime 11-6
18Andrex180
19Cathedral City267
20Panasonic19-1
21Sensodyne210
22MagnumNewcomer
23M&S Food274
24Yorkshire Tea23-1
25Galaxy316
26Head & Shoulders25-1
27Tesco369
28Aldi357
29L’Oréal 28-1
30O216-14
31Pepsi332
32Sainsbury’s386
33Olay29-4
34SmirnoffNewcomer
35KencoNewcomer
36Lidl415
37LynxNewcomer
38Häagen-Dazs446
39Gordons37-2
40Iceland477
41Morrisons454
42Asda486
43Thornton’s496
44Ben & Jerry’s40-4
45Jack Daniels32-13
46Guinness30-16
47Waitrose39-8
48Stella Artois43-5
49Peroni Nastro Azzurro46-3
50Co-operative500

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