Which brands are Americans most loyal to in 2025?

In a world where new brands pop up daily, and loyalty seems to be in diminishing supply, we wanted to know: Which brands have actually earned consumer devotion? We’re talking about the brands that dominate our shopping carts, the ones we defend in group chats, and the ones we return to even when prices creep up. 

To find out which brands drive the most loyalty and where, we surveyed 3,244 US consumers to uncover the brands people can’t quit, the states that are the most brand loyal, and exactly what it takes to keep shoppers coming back for more. So which brands are winning consumers’ undying loyalty in 2025 across categories like tech, entertainment, finance, fashion, and food? Let’s dive in.

The Top 25 Brands Consumers Are Most Loyal To

Apple ranks as the top tech brand and the second most-loved brand overall, with 55.2% of consumers staying loyal, proving that once you’ve joined the iPhone-Apple Watch-AirPods club, you’re pretty much locked in for life. Meanwhile, Netflix is in third place (53.7%)—still the MVP of entertainment in a streaming world that grows more crowded by the day.

Surprisingly, PayPal slides into the #4 spot overall, beating out household names like Google and Nike. It may seem unexpected, but PayPal’s consistent reliability has made it a go-to for safe, no-nonsense transactions. Meanwhile, Nike clocks in at #5 (51.4%), proving once again that it’s more than just a brand—it’s a lifestyle. From your favorite sneakers to endless swoosh-covered fits, Nike’s cultural influence is as strong as ever.

But not all giants sit at the top. Tech titan Google comes in at a surprising 7th place, with 46.6% customer loyalty, a ranking that feels lower considering how indispensable it is to our daily lives. (When was the last time you didn’t Google something?)

But let’s zoom out: of the top 25 brands Americans are most loyal to, the largest segment is social media, with five brands (YouTube, Instagram, Facebook, Reddit, and TikTok) making the cut. So, what gives? Social media’s strong showing speaks to how deeply integrated these platforms have become in our daily lives—whether you’re doomscrolling on Reddit, sharing aesthetic pics on Instagram, or spiraling into YouTube’s infinite video rabbit hole. These brands aren’t just platforms anymore; they’re ecosystems we rely on for entertainment and connection.

Next in line? Tech and retail tie at four brands each in the top 25 brands, primarily for their sheer utility. Amazon and Walmart deliver convenience to your doorstep, while Apple and Google practically run our digital worlds. At the end of the day, loyalty is about trust and ease—brands that consistently make life a little simpler, a little better, and a lot more entertaining will always have us coming back for more.

Which states’ residents are most brand-loyal?

Regarding brand loyalty, it’s not just the brands that matter—it’s the people behind the numbers. So, how did we measure their dedication? We asked US consumers in 46 states a series of questions about their brand loyalty—each scaled from 1 to 5, where 5 means higher brand loyalty—covering everything from how often they repurchase essentials to how forgiving they are if their favorite brand makes a mistake. The responses were then averaged and indexed into a final loyalty score out of 100 for each state. The results revealed the states where consumers are the most brand-loyal, even when faced with rising prices, competition, or brand missteps. 

These are the five most brand-loyal states and their respective loyalty scores (out of 100):

1. Louisiana – 75.13
2. New Jersey – 73.54
3. Arizona – 70.77
4. Texas – 69.96
5. Ohio – 69.92

At #1, Louisiana pulls in a loyalty score of 75.13, and it’s easy to see why. Louisianans rank high on sticking with trusted brands for essentials like groceries and toiletries. When they find something they love, they’re in it for the long haul—even if prices go up or there’s a hiccup in customer service.

Not far behind, New Jersey claims the #2 spot with a loyalty score of 73.54. Jersey consumers stand out for their dedication to brands in discretionary categories—think tech gadgets, apparel, and those splurge-worthy products they just can’t quit. They also prioritize trusted brands over cheaper alternatives, showing that quality and reliability still win out. Finally, New Jersey consumers are the least likely to switch brands due to price increases.

Arizona takes #3 with a loyalty score of 70.77, showing a similar trend to Louisiana when it comes to sticking with brands for essentials. The Grand Canyon State’s loyalty doesn’t waver much, even when faced with innovation from competitors or price hikes. For Arizonans, once you’re in their shopping cart, you’re staying in their shopping cart. They’re also the second-most resistant to buying knockoff products, proving their commitment to authenticity.

Down in Texas, the #4 state for loyalty (69.96), consumers take their brand commitment seriously. Texans rank high for forgiving brands after mistakes—whether it’s a shipping delay or less-than-perfect customer service—showing they value trust and relationships. What’s more, Texas has the highest percentage of consumers who frequently repurchase essential items like groceries and toiletries from the same brand. Texans prove that when they find something they like, they stick with it.

Rounding out the top five is Ohio, clocking in at 69.92. Ohioans are loyal without being inflexible, scoring high on repurchasing discretionary items and prioritizing trusted brands over cheaper options. They show that loyalty isn’t blind—it’s about dependability, consistency, and value.

The State of Brand Loyalty in the US

Brand Loyalty Across Demographics

Next, we took the brand loyalty survey questions to a national level and uncovered some interesting insights. We asked consumers to rate their brand loyalty on a scale of 1 to 10 (where 10 indicated most loyal). The average loyalty rating for Americans came in at 6.79, indicating that while consumers feel a decent amount of loyalty to their favorite brands, it’s far from unwavering. 

Understandably, loyalty levels shift depending on who you ask. Women report slightly higher loyalty ratings (6.87) compared to men (6.76) and baby boomers emerge as the most brand-loyal generation, with a loyalty rating of 7.36. Gen X follows at 6.96, suggesting that older generations are more likely to stick with what they know—whether out of trust, habit, or decades-long relationships with their go-to brands. Millennials land at 6.61, and Gen Z trails just slightly behind at 6.57, reinforcing that younger generations are less tied down. Blame it on endless options, affordability, or the TikTok effect—when trends and viral reviews shift faster than you can say “dupe,” loyalty becomes a lot harder to hold onto.

Essential Items Earn the Most Brand Loyalty

According to responses, consumers are more likely to repurchase from the same brand for essential items (groceries, toiletries, and household supplies) than for discretionary ones (clothing, electronics, furniture). It makes sense—if your go-to shampoo or favorite brand of soda gets the job done, why bother switching? But when it comes to larger, less frequent purchases, shoppers are far less loyal to specific brands and more open to exploring alternatives.

Unethical Behavior is Typically a Dealbreaker

Brand loyalty can weather a lot—price increases, endless competitor ads, and even some product missteps. But unethical behavior? That’s typically where consumers draw the line. Over half (50.3%) say they would be unlikely to continue purchasing from a brand if it engaged in practices they strongly oppose, like poor labor conditions or shady ethics. About 31.5% said their support would depend on how serious the issue was and how the brand handled it, while 18.2% said they’d still buy from the brand as long as the company took steps to address and fix the problem.

What Makes Us Switch—Price is the #1 Culprit

We also asked what’s most likely to make shoppers leave their favorite brand behind. The top reason is price increases, with 43.8% of consumers saying a bigger price tag would send them packing. Higher-quality competitor products came in second at 23.7%, while a negative customer service experience (18.1%) and environmental or ethical concerns (11.0%) rounded out the list. A small but mighty 3.4% of consumers claimed nothing could make them switch—talk about brand ride-or-dies.

Knockoffs Aren’t Winning the Loyalty Wars

Finally, we looked at the appeal of knockoff or generic versions of favorite products, and the results might surprise you. Only 17.4% of consumers “often” buy knockoffs or generic items, and just 2.2% “always” choose them. While generics and dupes have their fans, they’re far from the go-to option for most shoppers—another win for brands that deliver trusted quality.

The Bottom Line on Brand Loyalty

From Amazon’s reign to Baby Boomers’ unshakable devotion to their go-to brands, our survey reveals that brand loyalty isn’t a one-size-fits-all phenomenon. While consumers stick with trusted brands for essentials, share of wallet in discretionary categories is far more up for grabs. Price increases can make even the most committed shoppers reconsider, while social media, technology, and retail are the categories with the most brand loyalty. But the data also highlights opportunities: brands that build trust, deliver value, and align with consumer expectations are the ones that keep shoppers coming back.

At Go Fish, we know that understanding consumer behavior is at the heart of every successful digital marketing strategy. This brand loyalty index makes one thing clear: brands that stay connected to their audience—and adapt to what matters most—win big. If you’re ready to build lasting connections with your customers and take your brand to the next level, check out our digital marketing services. 

Methodology

To find these insights on brand loyalty, we surveyed 3,244 US consumers, aged 18 to 76, across 46 states from November 25 to December 2, 2024. Alaska, North Dakota, Vermont, and Wyoming were excluded due to a limited number of survey respondents in those states. Brand loyalty was defined for survey respondents as making repeat purchases of a particular brand based on the perception of higher quality and better service than any competitor. We noted for respondents that a customer exhibiting brand loyalty will choose a brand’s services or products time and again and will advocate on the brand’s behalf—often recommending the brand to friends and family.

To determine which brands to include in the survey and ask respondents about their brand loyalty, we curated an objective list based on reputable sources. Specifically, we used brands featured in Forbes’ “The World’s Most Valuable Brands” and Brand Finance’s global ranking of the most valuable brands. Both sources rank brands by their brand value, calculated using metrics like revenue and earnings before interest and taxes (EBIT).