SBD/September 21, 2011/Research and Ratings

Sports Drinks Have Highest Level Of Brand Loyalty Among Consumer Goods From '08-11

The sports drink category has had the highest level of brand loyalty among consumer product goods over the last three years, according to data from research firm SymphonyIRI Group. Brand loyalty is defined as more than 50% of a buyer’s total purchasing in a particular category being with a single brand. Despite economic conditions and conservative purchase patterns, the sports drink category currently has 87.6% brand loyalty, up 6.5% from ’08. SymphonyIRI notes that 12 sports drink products introduced during the three-year time frame each had at least $7.5M in year-one sales, which helped contribute to strong and growing loyalty. Research also showed that categories with high levels of brand loyalty demonstrated a diminished sensitivity to price increases that have occurred during the past three years (SymphonyIRI Group).

CONSUMER PRODUCT CATEGORIES WITH
LARGEST INCREASE IN BRAND LOYALTY FROM '08-11
CATEGORY
% BRAND LOYALTY AMONG
CONSUMERS IN '11
3-YR
% GAIN
Sports drinks
87.6%
6.5%
Diapers
58.3%
4.4%
Batteries
73.5%
3.9%
Shelf stable dinners
66.9%
3.7%
Household cleaners
50.9%
3.5%
Dry packaged dinners
59.3%
3.2%
Cleaning tools/mops/brooms
72.4%
2.8%
Shampoo
65.9%
2.8%
Food & trash bags
35.0%
2.6%
Cat/dog litter
62.2%
2.5%
 

NOTE: Period of measurement for '11 is the 52-week period ending July 3.

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