Number of brands purchased per category in the UK 2012

This statistic shows the average number of brands shoppers purchased across 17 consumer goods categories in the United Kingdom (UK) in 2012. According to the survey, consumers bought an average of 5.6 different brands of chocolate a month and 4 different brands of carbonated drinks. In the clothes and make-up categories, consumers switched brands an average 3.3 times in 12 months. Based on this data, the source (Bain & Company) suggest shoppers in the UK are 'becoming increasingly less loyal to any one brand'.

Average number of brands purchased per consumer goods category in the United Kingdom (UK) in 2012*

Characteristic	Number of brands
Chocolate	5.6
Carbonated drinks	4
Frozen food	3.7
Breakfast cereals	3.5
Clothes*	3.3
Make-up*	3.3
Beer	3.3
Cider	2.9
Skin care*	2.9
Spirits*	2.7
Hair care*	2.4
Shoes & bags*	2.2
Fragrances*	2.2
Laundry detergents	1.9
Tobacco	1.7
Jewellery & watches*	1.6
Personal technology*	1.6

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Release date

March 2013

More information

Region

United Kingdom

Survey time period

2012

Number of respondents

3,500**

Special properties

UK shoppers

Supplementary notes

* Average per month, except the following categories that are an average over 12 months: clothes, make-up, skin care, spirits, hair care, shoes & bags, fragrances, jewellery & watches and personal technology.

** Shoppers surveyed by Bain & Company. Data combined with Kantar's real-time purchase tracking of 30,000 UK households. The source states that the shoppers surveyed were representative of the general population and "includied purchasers of all price tears and more than 450 brands in 17 categories, reflecting around 90% of branded FMCG sales".

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