Brand Loyalty Index: M&S Voted Customers’ Favourite Supermarket

December 12, 201811min

M&S Food has been voted the top supermarket in the 2018 Brand Loyalty Index, released by Sodexo Engage, which looks at how loyal customers are to brands.

This year, 57 percent of 5,000 polled consumers stated they have always had a positive experience with the brand.

The results also revealed that customers identified value for money as the primary driver of loyalty (64 percent) followed by consistency (58 percent) and high quality (45 percent). Customers at M&S say the most important reason they’re loyal to the brand is because of its high quality (75 percent), far outranking other factors. By comparison, Tesco scored at just 30 percent for this same loyalty driver.

Chris Baldwin, Director of Consumer Promotions and Loyalty at Sodexo Engage said: “No single factor determines loyalty. Despite the importance of value for money for supermarket customers, it’s the higher-end option of Marks & Spencer food that tops the table for loyalty, beating not only market leader Tesco but also the budget offerings from Aldi and Lidl.

“On the other hand, when you compare Marks & Spencer food to alternative premium brand Waitrose, the difference between the two is largely explained by exposure – while more Waitrose shoppers felt most loyal to the brand, fewer than half of the people we surveyed had ever shopped there. Customers may value consistency and quality over convenience, but ideally, they want all three.”

Top 10 Supermarkets  
1 M&S Food
2 Tesco
3 Aldi
4 Sainsbury’s
5 Lidl
6 Iceland
7 Morrisons
8 Asda
9 Waitrose
10 Co-operative

Full Top 50 brands ranking    
Ranking Brand Ranking in 2017 Change in place since 2017
1 Samsung 1 0
2 Apple 2 0
3 Cadbury 17 14
4 Kellogg’s 9 5
5 Dyson 4 -1
6 Oral B 7 1
7 Walkers  20 13
8 Marmite 3 -5
9 Dove 15 6
10 Sky TV  6 -4
11 Gillette 8 -3
12 Netflix 10 -2
13 Nivea 22 9
14 Sony 14 0
15 Bosch 12 -3
16 Coca-Cola Newcomer
17 Amazon Prime  11 -6
18 Andrex 18 0
19 Cathedral City 26 7
20 Panasonic 19 -1
21 Sensodyne 21 0
22 Magnum Newcomer
23 M&S Food 27 4
24 Yorkshire Tea 23 -1
25 Galaxy 31 6
26 Head & Shoulders 25 -1
27 Tesco 36 9
28 Aldi 35 7
29 L’Oréal  28 -1
30 O2 16 -14
31 Pepsi 33 2
32 Sainsbury’s 38 6
33 Olay 29 -4
34 Smirnoff Newcomer
35 Kenco Newcomer
36 Lidl 41 5
37 Lynx Newcomer
38 Häagen-Dazs 44 6
39 Gordons 37 -2
40 Iceland 47 7
41 Morrisons 45 4
42 Asda 48 6
43 Thornton’s 49 6
44 Ben & Jerry’s 40 -4
45 Jack Daniels 32 -13
46 Guinness 30 -16
47 Waitrose 39 -8
48 Stella Artois 43 -5
49 Peroni Nastro Azzurro 46 -3
50 Co-operative 50 0

 


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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