Original question: Have you switched away from or become less loyal to any brand you previously liked to buy from in the past year? [% of respondents answering 'Yes'].
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Share of consumers that became less loyal to a brand in the U.S., UK, and France 2024
According to the 2024 survey, nearly **** out of 10 consumers in the United States, the United Kingdom, and France moved away from or became less loyal to brands they bought from over the previous year. Younger consumers were more likely to be less loyal:Â ** percent of respondents between 18 and 24 years old had switched from brands they used to be loyal to.
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Marigold. (March 20, 2025). Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold. "Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group." Chart. March 20, 2025. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold. (2025). Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold. "Likelihood to Switch Away or Become Less Loyal to a Brand among Consumers in The United States, The United Kingdom, and France in 2024, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 20 Mar 2025, /statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
Marigold, Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group ÌÇÐÄÆƽâ°æ, /statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/ (last visited August 04, 2026)
Likelihood to switch away or become less loyal to a brand among consumers in the United States, the United Kingdom, and France in 2024, by age group [Graph], Marigold, March 20, 2025. [Online]. Available: /statistics/1609822/loss-in-brand-loyalty-in-the-us-uk-and-france/
