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Morning Brew Design

All brands want a consumer who’s loyal—but these days, they’re getting harder and harder to come by, and the concept of what “loyalty” means is getting more difficult to pin down.

Rising concerns over brand loyalty have emerged in recent years amid soaring consumer prices, the rise of private label and dupe culture, and the emergence of new ways to shop.

“Categories are crowded, access is high, switching costs are low, and it’s very easy for consumers to experiment with different brands and not have that loyalty,” Kearney Consumer Institute Lead Katie Thomas told Retail Brew.

What is brand loyalty?

One of the biggest “struggles” with brand loyalty is its definition, Thomas said. Many brands consider loyalty to be simply a repeat purchase, when really that can be an indication of “inertia,” habitual buying, or decision fatigue, she said.

While many brands are chasing repeat purchases through offerings like subscribe and save and loyalty programs, a major defining factor of loyalty comes down to an emotional connection, establishing trust and longevity. For example, a “brand I grew up with,” like Diet Coke or Heinz ketchup, is a strong indicator of loyalty, Thomas said.

Keep reading here.—EC

      

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CONSUMER BEHAVIOR & TRENDS

Alyssa Nassner

If there’s two things shaping American food habits, it’s convenience and—you guessed—protein.

In fact, per Circana’s latest report, Eating Patterns in America, consumers are eating way more protein than recommended and less than half the amount of fiber, pushing grocery and food retailers to churn out more protein-rich products.

Indeed, 48% of those surveyed said they wanted more of it, marking a 7 percentage point increase from 2025, and reaching 65% among those taking GLP-1s.

Naturally, food retail is catching on to the protein push.

Keep reading here.—JS

      

RETAIL

Scott Olson/Getty Images

The summer doesn’t officially end until September 22, but Starbucks is getting a jump on autumn with the launch this Tuesday of its fall menu (which, yes, includes the infamous pumpkin spice latte). You may have also noticed skeletons, pumpkins, and other Halloween decorations creeping onto shelves. Who cares if it’s 80 degrees in some places?

Here’s what else is going on in retail this week:

In earnings: More retail earnings are dropping this week, with a strong showing from discounters, big box, and clothing outlets. Dick’s Sporting Goods is releasing its Q2 results on Tuesday. Five Below and Abercrombie & Fitch are releasing on Wednesday, and then it’s discounter Thursday with Dollar General, Dollar Tree and Burlington Stores. Gap and Best Buy are also reporting that day.

Keep reading here.—AV

      

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Wanna see the receipts? “Just scrolling” is the online version of “just browsing,” and neither translates to big sales. Good news: 82% of users buy within a week after viewing a business on Yelp. You can target that intent and help drive in-store visits with Yelp’s first-party data programmatic, Yelp Audiences. Sign up here.

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swapping skus

Today’s top retail reads.

Northern impose-ure: In retaliation for 50% tariffs against Canada imposed by President Trump, Prime Minister Mark Carney said Canada will soon impose the same rate of tariffs on US goods including electronics and steel. (Reuters)

Jack hammered: Amid shrinking profits, the family that owns Jack Daniel’s is facing a hostile takeover bid and a family feud. (the Wall Street Journal)

Pay phone: Walmart announced it would finally begin to accept Apple Pay and other tap-to-pay methods. (CBS News)