ARF study: Customer loyalty remains robust for large CPG brands

Stephen Whiteside

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Customer loyalty to established brands in the consumer-packaged goods (CPG) industry has proved to be robust despite the buzz generated by a new wave of online upstarts.

That was the main takeaway from a study conducted by the Advertising Research Foundation (ARF), the industry body, which covered several verticals – including salty snacks, spaghetti sauce and deodorants – in the CPG sector, and provided encouragement for large brands.

“Of the categories that we looked at there really was no significant decline in loyalty to traditional brands,” Paul Donato, the ARF’s chief research officer, explained during the trade organization’s 2021 SHOPPERxSCIENCE...

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