🛒 Consumer Loyalty Sees Category-Specific Compromise

As inflation, high prices and economic uncertainty continue to weigh on consumers, it’s likely no surprise that shoppers are increasingly exploring different brands, retailers and shopping modalities (see the recent private label tsunami). But that doesn’t mean brand loyalty is dead; rather, there has been a shift in what it means to shoppers. 

According to a new report from Kroger’s retail data science arm 84.51 Consumer Digest, value and trust currently rank as the top drivers of brand loyalty. In fact, 84% of those surveyed said “good value for the money” was the most important factor when deciding which brand of grocery or household items to purchase. 

But brand loyalty – which shoppers tend to associate with purchase consistency – looks different in each aisle of the grocery store. 

Insiders can access all of the insights and learn how brands can position themselves to align with purchasing intents.

Sweet potato and white potato kettle chip producer Jackson’s is looking to ride on the momentum of the anti-seed oil movement via its avocado oil-fried snacks. The brand is racking up international distribution and executing facility expansions to meet accelerated consumer demand after tripling its revenue growth in 2023.

🛒 Jackson’s products – produced at the company’s Muskego, Wis. plant – recently expanded to Costco, Target, 7-Eleven, CVS and Walmart stores in the U.S. as well as new markets in Korea and South America. In total, the brand is available in over 10,000 retailers worldwide.

🏅 The brand has established itself as the top-selling item in the salty snack category at Costco stores nationwide and ranked number 10 out of 5,500 products in the chips and crisps category on Amazon, according to president and CEO James Marino. 

💭 “We get an equal amount of selling space; we’re on equal footing to all of the other brands that are in those retailers. In Costco, a pallet is a pallet is a pallet. And when we’re on equal footing with the big guys, we can hold our own,” said Marino.

Insiders can learn more about the brand’s recent distribution gains and upcoming facility expansions by reading the full story on Nosh.

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