When a consumer finds a product they like—the perfect shade of red lipstick or a pair of shoes they can wear all day without a fuss—they tend to become repeat customers.
But a recent August 2018 survey from Morning Consult, which polled 2,202 US internet users, found that some consumers—particularly Gen Z and millennials—are not always ready to commit to just one product. More than half (51%) of 18- to 21-year-olds said they would like to try out different items, "even when I know there's one I like."
Older respondents were less likely to be as adventurous. Roughly two-thirds (67%) of Gen Xers and more than three-quarters (75%) of boomers said that when they find a product they like, they to to buy it over and over again.
It's important to note, however, that brand loyalty isn't so black and white. Just because a consumer says they're brand loyal one day doesn't mean they will be the next day. Factors like quality, ethics and price can affect why many shoppers no longer purchase from a brand they were once loyal to, found Morning Consult.