Changes in consumer purchasing patterns as a result of COVID restrictions and disruption of supply chains has resulted in an erosion of brand loyalty. In a survey conducted by Daymon Worldwide, Inc., covering the period May 2020 through August 2021, 70 percent of U.S. shoppers reported that they had purchased a new or different brand compared to the pre-pandemic period.

Price conscious shoppers
evaluate brand purchases

Financial restraints and inflation are now also part of the purchase decision with consumers more willing to select a lower-price house brand compared to nationally advertised products.  Both shortages and costs are important drivers of brand switching as shoppers return to brick-and- mortar.

Certain products, including cereals and ice cream, are preferentially selected according to brand but 90 percent of consumers stated that they would purchase another brand or item if their favorite product were unavailable.