Package-Goods Brands Lose Loyalists in Recession†

Study: More Than a Third of Formerly Faithful Consumers Abandoned Crest, Hunt's, PineSol, Tylenol

Advertising Age, June 22, 2009 — Brand loyalty appears to have taken a beating in the recession, at least in package goods. A study from Catalina Marketing and the CMO Council finds that for the average brand, more than half of consumers — 52% — who were highly loyal to certain package-goods brands in 2007 became markedly less so last year.