New UserTesting Global Study Finds Brand Loyalty Stronger Than Ever—Even as Prices Rise

More than two-thirds of consumers are willing to pay extra for products from brands they love

SAN FRANCISCO--(BUSINESS WIRE)--UserTesting, the leading provider of human insights for the enterprise, reveals that brand loyalty isn’t just holding steady in 2025—it’s becoming a safe haven for consumers navigating higher prices and watching their wallets. According to a new global study surveying 4,000 consumers across the United States, Australia, and the United Kingdom, more than two-thirds (68%) of loyal customers say they’d continue buying from their favorite brands, even if prices increased. On average, consumers say they’re willing to pay 25% more to stick with a brand they trust. The research highlights a growing connection between brand trust and consumer risk tolerance. As prices rise and choices expand, people are relying on familiar brands that have earned their confidence over time, viewing them as a lower-risk investment, even when it costs more. The study uncovers how nostalgia, consistent quality, and customer experience play key roles in earning—and keeping—customer loyalty in 2025.

Nostalgia Sparks Loyalty, But Experience Seals It

Consumers across all three regions said childhood memories play a major role in where they shop today. Nearly two-thirds of Americans (71%), Australians (62%), and Brits (63%) say they’re more likely to buy from brands they associate with their childhoods. But it’s not just sentimentality that earns repeat business: the top drivers of brand loyalty globally include consistently high product quality, good customer experiences, and years of trust.

“Brand loyalty isn’t just about nostalgia or habit—it’s about delivering consistent value,” said Bobby Meixner, Senior Director of Industry Solutions. “In today’s market, customers stay loyal when brands create experiences that feel personal, reliable, and rewarding.”

Reviving Retired Products Could Win Back Hearts

Many consumers would love to see old favorites make a comeback. Two in three Americans (66%) said they would pay extra for discontinued products from brands they loved, with Aussies (53%) and Brits (58%) echoing the sentiment. In fact, consumers in all three countries mentioned retro products they’d love to see revived—from iPods and Gameboys to Crystal Pepsi and Sega consoles. On average, consumers said they’d be willing to pay up to 27% more for these nostalgic comebacks.

Trust Lowers Risk and Justifies Higher Prices

Even as prices rise, loyalty remains strong. Across the U.S., Australia, and the U.K., more than six in ten consumers said they’d continue buying their favorite brands, even if prices went up. In fact, brand loyalists said they’re willing to pay significantly more for their preferred products, particularly in gaming (up to 34% more), fitness (up to 27% more), and jewelry/watches (up to 33% more).

What Keeps Customers Loyal

The research highlights why people stay loyal—or leave. The top reasons for sticking with a brand include consistently high product quality (up to 60% globally), positive experiences (up to 59%), and long-term usage (up to 57%). However, customers say they’d consider switching if a competitor offered a better product (up to 44%) or if their favorite brand stopped delivering the value they expected.

“Price matters, but it’s not everything,” added Bobby Meixner. “During periods of financial strain, consumers are less willing to take chances. They’re focused on value and experience—and they’re willing to spend more if they trust a brand to consistently deliver on its promise.”

Global Loyalty Snapshot

• 81% of Australians, 83% of Brits, and 81% of Americans can recall at least one brand they are loyal to.
• The average loyal customer across these regions is dedicated to 5–6 brands.
• Top loyalty categories include grocery/food (up to 54%), clothing (up to 43%), and electronics (up to 30%).
• Nearly half of consumers are more loyal to brands with physical stores versus online-only brands.

Methodology

The study was commissioned by UserTesting and conducted by Talker Research. The survey gathered insights from 4,000 consumers across the United States, Australia, and the United Kingdom between February 22 and February 27, 2025. Respondents were adults aged 18 and older and represented a cross-section of each region’s general population.

For more information about the study and insights on customer loyalty, visit here.

About UserTesting
UserTesting enables organizations to craft exceptional customer experiences through actionable human insights. With the world’s strongest participant network, AI-driven insights, comprehensive feedback solutions, and expert-level services, enterprises can validate decisions, co-innovate at scale, and accelerate their path to better products and experiences. Trusted by 3,000+ customers, including 75 of the Fortune 100, UserTesting is the partner of choice for businesses committed to delivering experiences customers love. Learn more at www.usertesting.com.