As UK supermarkets gear up for a major price war, it seems they could be missing the mark with a new analysis claiming that more than two-thirds (68%) of consumers say they would continue to buy their favourite brands, even if prices increased.
That is according to a new global study that quizzed 4,000 consumers across the UK, the US and Australiac. Carried out by UserTesting, it reveals brand loyalty is not just holding steady in 2025, it is becoming a safe haven for consumers navigating higher prices and watching their wallets.
The research, which highlights a growing connection between brand trust and consumer risk tolerance, reveals that, on average, consumers say they are willing to pay 25% more to stick with a brand they trust.
As prices rise and choices expand, people are relying on familiar brands that have earned their confidence over time, viewing them as a lower-risk investment, even when it costs more. The study uncovers how nostalgia, consistent quality, and customer experience play key roles in earning – and retaining – customer loyalty in 2025.
Consumers across all three regions said childhood memories play a major role in where they shop today. Nearly two-thirds of Brits (63%) say they are more likely to buy from brands they associate with their childhoods. But it is not just sentimentality that earns repeat business: the top drivers of brand loyalty globally include consistently high product quality, good customer experiences, and years of trust.
UserTesting senior director of industry solutions Bobby Meixner said: “Brand loyalty isn’t just about nostalgia or habit – it’s about delivering consistent value. In today’s market, customers stay loyal when brands create experiences that feel personal, reliable, and rewarding.”
Many consumers would love to see old favourites make a comeback. Two in three Americans (66%) said they would pay extra for discontinued products from brands they loved, with Aussies (53%) and Brits (58%) echoing the sentiment.
In fact, consumers in all three countries mentioned retro products they would love to see revived – from iPods and Gameboys to Crystal Pepsi and Sega consoles. On average, consumers said they would be willing to pay up to 27% more for these nostalgic comebacks.
Even as prices rise, loyalty remains strong. More than six in ten consumers said they would continue buying their favourite brands, even if prices went up. In fact, brand loyalists said they’re willing to pay significantly more for their preferred products, particularly in gaming (up to 34% more), fitness (up to 27% more), and jewellery/watches (up to 33% more).
The research also highlights why people stay loyal – or leave. The top reasons for sticking with a brand include consistently high product quality (up to 60% globally), positive experiences (up to 59%), and long-term usage (up to 57%). However, customers say they would consider switching if a competitor offered a better product (up to 44%) or if their favourite brand stopped delivering the value they expected.
Meixner added: “Price matters, but it’s not everything. During periods of financial strain, consumers are less willing to take chances. They’re focused on value and experience and they’re willing to spend more if they trust a brand to consistently deliver on its promise.”
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