As inflation and other budget restrictions have become a major concern for consumers, food retailers and consumer packaged goods manufacturers have needed to focus on how brand loyalty has evolved. While these economic pressures have given the impression that loyalty is on the decline, retail data firm 84.51° has found that this is actually not the case. Instead, the Kroger subsidiary’s research has determined that the idea of loyalty has shifted and is even on the rise.

“In customers’ minds, loyalty no longer means that they are exclusive to one brand or retailer,” explained Becky Eldredge, vice president of commercial loyalty.

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