South African consumers maintain loyalty to food products above any other product on the market, a survey has revealed. It also revealed that only 39 food brands were identified as “icon brands”. It further showed that consumers who were more financially comfortable also tended to be more “promiscuous, flirting with loyalty”.
“South African consumers generally are becoming more promiscuous, volatile and comfortable with change, as long as the risk of change is well managed,” said Ask Afrika CEO Andrea Gevers-Rademeyer.
The survey, conducted in association with Target Group Index, was the largest of its kind in South Africa. Gevers-Rademeyer said the survey ranged across 19 sectors, from airlines to footwear and from frozen fish to motor vehicles. She said categories surveyed nearly doubled to 163 for 2016.
“The robustness of this survey rewards brands that have built significant and sustained consumer loyalty.” Another key factor affecting consumer loyalty was whether brands succeeded in meeting their emotional demands.
“The icon brands were brands used most loyally by South Africans, regardless of age, income, race or language. They included homegrown brands and international favourites, such as Sunlight, Coca-Cola and Huletts sugar. Sunlight laundry bar was the top brand this year.
“Sixty-four brands were awarded platinum status, which were runners-up to icon brands, having achieved high usage and loyalty scores in most, but not across all, population groups.”