In a previous blog we showed that the average brand loses more than half of its buyers every year. Surprisingly, this loss is also true of a brand’s most intense buyers. An analysis of the four biggest brands in a food category in the UK shows that leakage is also common among ultra-heavy buyers – a brand’s 10% most valuable buyers, typically responsible for about 40% of a brand’s sales.
While the loss is less extreme, between 10% and 25% of these “brand enthusiast” households stop choosing the brand in the following year. In addition, more than half of the retained households cease being ultra-heavy buyers – an indicator that “ultra-heavy buying” in the previous year should not be interpreted as “brand love”.