Brand loyalty isn’t only staying the same in 2025, according to a recent analysis from UserTesting, a company that provides human insights for businesses. It’s also evolving into a haven for customers who are watching their wallets and negotiating rising costs.
More than two-thirds (68 per cent) of devoted consumers said they would keep purchasing from their favourite brands even if prices went up, according to a recent international study that polled 4,000 consumers in the US, Australia, and the UK.
According to the company’s study summary, consumers often state that they would be willing to pay 25 per cent extra to remain loyal to a brand they trust. The study shows that consumers’ risk tolerance and brand trust are becoming more closely related. People are depending on well-known brands that have gained their trust over time because they perceive them as a lower-risk investment, even if they are more expensive, as prices rise and options increase.
According to the study, customers in all three locations stated that their current shopping habits are greatly influenced by their early years. Nearly two-thirds of Australians (62 per cent), Brits (63 per cent), and more than two-thirds of Americans (71 per cent) believe they are more likely to purchase from businesses they are familiar with from their early years.
However, the study noted that years of trust, consistently great product quality, and positive customer experiences are the top global determinants of brand loyalty, proving that nostalgia alone does not generate repeat business.
Consumers in the United States stated that they stick with brands that consistently produce high-quality products (59 per cent), offer satisfying experiences (58 per cent), and have gained their confidence over time (56 per cent). These expectations hold true for a number of industries, but the top categories where Americans express the highest levels of loyalty are groceries and food (54 per cent), apparel (42 per cent), footwear (37 per cent), phones (29 per cent), and electronics (28 per cent).
Perceived value and brand perception are more important than price, as evidenced by the fact that 73 per cent of American customers surveyed stated they would keep buying from their preferred brands even if prices rose. Additionally, customers are generally willing to spend 25 per cent extra for these reliable goods.
Positive experiences (up to 59 per cent), long-term use (up to 57 per cent), and consistently great product quality (up to 60 per cent worldwide) are the main factors that influence brand loyalty.
