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A new study from Retail Forward suggests that of 18 categories analyzed, the three in which consumers are most fickle, slowing little loyalty to any single brand, are snack crackers, shredded cheese and potato chips. The three least vulnerable categories are: pain relievers, laundry detergent and carbonated beverages.

“On a key ‘rubber hits the road’ metric—measured by the willingness of shoppers to pay more to get a specific brand—few brands make the grade,” said Retail Forward’s Sandy Skrovan, author of the study. “What’s more, few brands are immune to switching behavior. Shoppers can be swayed by everything from promotions to packaging to product placement to pressure from their own family members.”
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