According to the 2024 survey, nearly four out of 10 consumers in the United States, United Kingdom, and France moved away from or became less loyal to brands they bought from over the previous year. Younger consumers were more likely to be less loyal: 50 percent of respondents between 18 and 24 years old have switched from brands they used to be loyal to.
Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group
Original question: Have you switched away from or become less loyal to any brand you previously liked to buy from in the past year? [% of respondents answering 'Yes'].
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Marigold. (March 20, 2025). Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group [Graph]. In Statista. Retrieved May 10, 2025, from https://www.statista.com/statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold. "Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group." Chart. March 20, 2025. Statista. Accessed May 10, 2025. https://www.statista.com/statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold. (2025). Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group. Statista. Statista Inc.. Accessed: May 10, 2025. https://www.statista.com/statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold. "Likelihood to Switch Away or Become Less Loyal to a Brand among Consumers in The United States, The United Kingdom, and France in 2024, by Age Group." Statista, Statista Inc., 20 Mar 2025, https://www.statista.com/statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold, Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group Statista, https://www.statista.com/statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/ (last visited May 10, 2025)
Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group [Graph], Marigold, March 20, 2025. [Online]. Available: https://www.statista.com/statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
