Sodexo Engage 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|
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 brands ranking
|Ranking||Brand||Ranking in 2017||Change in place since 2017|
|26||Head & Shoulders||25||-1|
|44||Ben & Jerry’s||40||-4|
|49||Peroni Nastro Azzurro||46||-3|
Founded in 1966 by Pierre Bellon, Sodexo is the global leader in services that improve Quality of Life, an essential factor in individual and organisational performance. Operating in 80 countries, we serve 75 million consumers each day through our unique combination of On-site Services, Employee Benefits and Personal and Home Services.
Part of the Employee Benefits division, here in the UK we specialise in responding to the issue of company compensation policies, helping clients enhance their appeal and improving organizational efficiency. In a highly competitive environment, the ability to attract and retain talented people is essential for every public and private organization, regardless of size or market. Knowing how to motivate employees can provide companies with a true competitive edge. Sodexo offers businesses tailored, integrated solutions that bring both economic and tax benefits to help them optimise their compensation policy and enhance their appeal.