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NEW YORK—The 28th annual Brand Keys Customer Loyalty Engagement Index (CLEI) has unveiled the brands set to dominate their categories in 2025.
This study surveyed over 81,000 consumers between the ages of 16 and 65 across 1,100 brands in 104 categories and emphasized loyalty's vital role in influencing consumer behavior, sales, and profitability. It highlighted the brands that effectively meet consumer expectations and build long-term loyalty.
This year’s CLEI introduced gold, silver, and bronze awards to illustrate brand loyalty hierarchies. Leading honors were awarded to renowned names such as Chanel in luxury cosmetics, Red Bull in energy drinks, and Beyond Meat in plant-based alternatives. Other notable winners included Colgate in toothpaste, Planters in nuts, and Purina One in pet food.
Key Findings from the 2025 CLEI
The research indicated that loyalty is the most accurate indicator of consumer purchasing behavior, carrying significant economic implications:
- Acquiring a new customer currently costs 15 to 22 times more than retaining an existing one, reflecting a 20% increase since 1997.
- A 5% increase in loyalty can boost lifetime profits per customer by up to 86%.
- A 2% loyalty increase can equate to a 28% cost reduction, adjusted for 2025 economic conditions.
“Loyalty goes beyond satisfaction or awareness; it involves fulfilling the key factors that matter most to consumers,” stated Robert Passikoff, founder and president of Brand Keys. “Brands that successfully cultivate loyalty attract more customers, increase their sales, and capture larger market shares.”
Category Highlights
- Luxury Cosmetics: Chanel (Gold), Dior (Silver), La Mer/YSL (Bronze)
- Energy Drinks: Red Bull (Gold), Monster (Silver), 5 Hour Energy (Bronze)
- Pet Food: Purina One (Gold for Dogs), Iams (Gold for Cats)
- Snacks: Cheetos (Gold in Cheese Snacks and Corn Chips), Lays (Gold in Potato Chips)
- Plant-Based Meat: Beyond Meat (Gold), Impossible Foods (Silver)
For a comprehensive list of the 2025 CLEI Brand Loyalty Award winners, visit Brand Keys’ official website.
Passikoff highlighted that loyalty dynamics have changed significantly in the past decade. “Modern loyalty is more intricate, reflecting shifts in consumer behavior, market conditions, and marketing tactics. However, it remains measurable, attainable, and extremely beneficial for brands.”
The CLEI also identified specific loyalty drivers for various categories, such as “Right Brand, Right Design” for automotive and “Device-Friendly News” for cable news, aiding brands in adapting their strategies to evolving consumer needs.
The longevity of top-performing brands underscores the power of loyalty. Discover has led the credit card category for 27 consecutive years, Google has dominated search for 25 years, and Domino’s has been the pizza leader for 21 years.
Brand Keys is a New York-based brand loyalty and engagement research firm specializing in predictive consumer behavior metrics. Since 1997, the CLEI has provided brands with actionable insights to drive loyalty, engagement, and profitability.