SOURCE: Decision Analyst

Decision Analyst

December 28, 2009 15:29 ET

Loyalty to Nationally Advertised Brands Falls Among U.S. Consumers According to "Anatomy of the Recession," a New Report From Decision Analyst

ARLINGTON, TX--(Marketwire - December 28, 2009) - Loyalty to nationally advertised brands has been falling over the past two years. Decision Analyst's "Anatomy of the Recession" report, based on a survey of 15,384 U.S. grocery shoppers, clearly indicates that consumers are modifying their shopping patterns. For example, between the third quarter of 2007 and the third quarter of 2009 the percent of consumers who report that they usually buy the least expensive brand regardless of the brand name increased by nine percentage points.

During the same period the percent of Americans who are "willing to pay more for nationally advertised brands" declined. The most dramatic drop (five points) occurred in the period between the first quarter of 2008 and the first quarter of 2009.

"At first glance this is troublesome news for U.S. retailers," said Diane Brewton, Senior Vice President of the Strategic Consulting Group at Decision Analyst. "The negative shift in loyalty to national brands coincides with the recession. As the economy trended down, consumers tried to save money by switching to less expensive alternatives. However, retail sales have stabilized enough to give us a basis for cautious optimism. Positive changes in consumer attitudes should translate into better sales for brand names going into 2010. The primary uncertainty is the long-term effect private label products will have on the branded products."


The "Anatomy of the Recession" report is based on information from a comprehensive health and wellness study called the Health and Nutrition Strategist™ (HANS™), sponsored by Decision Analyst. HANS™ has been conducted monthly since January 2006 via the Internet. The current sample of 15,384 U.S. adults provides information on grocery shopping, food consumption, restaurant usage, and behaviors and attitudes related to health and nutrition. For a copy of the "Anatomy of the Recession" report, please contact Cristi Allen at or 1-817-640-6166.

About Decision Analyst

Decision Analyst ( is a leading global marketing research and analytical consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The 30-year-old firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, technology, medical, and pharmaceutical industries. In addition, Decision Analyst owns and operates American Consumer Opinion® Online -- one of the largest consumer opinion panels in the world -- with more than seven million members.

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