In the United Kingdom (UK), Gen Z and Millennial consumers professed the highest brand loyalty among other age groups. According to the results of a 2019 survey carried out by Attest, over 20 percent of respondents in the Gen Z age group said they were loyal to certain brands and avoided others. Boomers were more lenient when it comes to feeling attachment to brands.
Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation
* The source adds the following note: "The 1000 respondent sample is nationally representative of the UK’s working age population, in terms of age, gender and home location."
The generational definitions are: Gen Z: Aged 18-24; Millennials:
Aged 25-39; Gen X: Aged 40-54; Boomers: Aged 55-64
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Attest. (June 24, 2019). Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation [Graph]. In Statista. Retrieved April 21, 2025, from https://www.statista.com/statistics/1042134/brand-loyalty-consumer-opinions-united-kingdom-uk/
Attest. "Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation." Chart. June 24, 2019. Statista. Accessed April 21, 2025. https://www.statista.com/statistics/1042134/brand-loyalty-consumer-opinions-united-kingdom-uk/
Attest. (2019). Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation. Statista. Statista Inc.. Accessed: April 21, 2025. https://www.statista.com/statistics/1042134/brand-loyalty-consumer-opinions-united-kingdom-uk/
Attest. "Share of Consumers Agreeing with The Statement "I Am Loyal to a Handful of Brands and Avoid Shopping Elsewhere" in The United Kingdom (Uk) in 2019, by Generation." Statista, Statista Inc., 24 Jun 2019, https://www.statista.com/statistics/1042134/brand-loyalty-consumer-opinions-united-kingdom-uk/
Attest, Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation Statista, https://www.statista.com/statistics/1042134/brand-loyalty-consumer-opinions-united-kingdom-uk/ (last visited April 21, 2025)
Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation [Graph], Attest, June 24, 2019. [Online]. Available: https://www.statista.com/statistics/1042134/brand-loyalty-consumer-opinions-united-kingdom-uk/
