Inflation tests trust brands

In the current economic climate, with Spaniards becoming more and more sensitive to price increases, loyalty to our favorite brands is in question. zinclarthe leading market research SaaS platform in Spainconducted an in-depth study of Spanish brand loyaltyemphasis interesting Trends in different categories of consumer goods.

Inflation drives brand loyalty

The study found that the category is hardest hit by inflation In the grocery category, 6 in 10 consumers said they had increased their budget to accommodate increased in-cart prices. However, in the other categories of the study, such as hygiene and personal care products, homecare products and parapharmacy, 50% of Spaniards stayed on budget.

When it comes to brand loyalty, parapharmaceuticals and alcoholic beverages stand out as the categories in which consumers show higher loyalty. 24% and 21% say they always buy the same brand. This proportion drops to 16% for alcoholic beverages and 10% for food.

Those over 55 are the most loyal

Among older consumers 3 in 10 Spaniards over 55 say they are more loyal to their favorite brands, showing a higher percentage of same-brand purchases across different categories. On the other hand, 54% of consumers under the age of 44 are most unfaithful to brands in the parapharmacy and soft drinks categories.

Among the factors that have the greatest impact on brand loyalty in the current economic climate is the perception of value for money, which is the most important factor for 82% of Spaniards. Followed by offers and promotions that influence 50% of consumers.

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Innovation is important to 43% of consumers, especially the youngest. And for half of Spaniards, the recommendation of brands by family and friends plays an important role in their purchasing decisions.

Trust and security, the reason to be more faithful

Among the emotions that the preferred brands evoke in Spaniards, trust and safety are the most valued in the food, beverage, personal care and parapharmacy categories.

Likewise, social networks play a significant role in influencing purchasing decisions, especially among young people aged between 16 and 34 years. Tik Tok, Instagram and Facebook are the most used platformswith Instagram being the preferred social network among the youngest and female viewers.

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