Brands Winning in Consumer Loyalty in 2026
The latest 2026 Customer Loyalty Engagement Index (CLEI) survey highlights a major shift in how consumers connect with food and beverage brands, revealing that Coca‑Cola, Tito’s, Michelob Ultra, McDonald’s, and Cheetos now lead their respective categories in customer loyalty.
The findings, based on responses from more than 80,000 U.S. consumers, demonstrate how rising expectations are reshaping brand loyalty across the food and beverage landscape.
According to brand loyalty research firm Brand Keys, consumer expectations jumped a staggering 32% year‑over‑year—the largest increase in nearly three decades—meaning brands must deliver on both emotional and functional fronts to retain loyalty.
Top Loyalty Leaders by Category
The 2026 CLEI results show category‑leading brands that consumers trust, reward with repeat purchases, and recommend to others. Highlights include:
- Beer (Light): Michelob Ultra – tops its segment as light beer consumers’ favorite.
- Soda (Regular): Coke – continues its long‑standing appeal as America’s go‑to soft drink.
- Tequila: Tito’s – leads spirits loyalty among drinkers.
- Fast Food: McDonald’s – remains top‑of‑mind for quick‑serve meal choice.
- Cheese Snacks: Cheetos – wins snack lovers’ loyalty for salty cravings.
Beyond these standouts, the survey assessed 1,119 brands across 106 categories, pairing consumer sentiment with statistical analysis to determine the true loyalty leaders in 2026.
Why Loyalty Matters More Than Ever
Brand Keys emphasizes that traditional measures like awareness and satisfaction no longer suffice for loyalty—today’s consumers demand deep alignment with brand values, performance, and experience. Merely being well‑known isn’t enough; the brands dominating the 2026 rankings deliver consistent experiences that resonate emotionally and functionally with customers.
Loyal customers are also economically valuable: even a small increase in loyalty can significantly reduce marketing and retention costs while boosting lifetime profitability.
Trends Driving Loyalty in 2026
Several key forces are shaping loyalty in food and beverage today:
- Higher Consumer Expectations: With consumers expecting more from brands than ever before, brands that exceed expectations gain disproportionate loyalty advantages.
- Emotional and Functional Fit: Brands like Coke and McDonald’s enjoy loyalty not just for their products, but for cultural relevance, convenience, and familiarity.
- Experience and Engagement: Loyalty stems from the total brand experience—purchase, service, digital engagement, and social relevance all play a role.
Experts also note that while brand loyalty programs (points, rewards, exclusive offers) remain important, consumers increasingly seek value beyond discounts, including personalization, experiences, and trusted relationship with the brand.
What Brands Can Learn From the Rankings
The 2026 loyalty rankings offer strategic insights for marketers:
- Heritage brands still hold power when they continue to evolve with consumer expectations.
- Category relevance matters: brands closely tied to consumers’ daily lives (meals, snacks, drinks) enjoy ongoing loyalty.
- Loyalty requires more than product quality: emotional connection and brand meaning increasingly influence repeat purchase decisions.
Looking Ahead
As brands navigate a landscape where loyalty is harder to earn and easier to lose, the 2026 CLEI underscores that engagement, experience, and relevance are key drivers of long‑term consumer preference.
Those brands that can anticipate and meet rising expectations will not only retain customers—they’ll expand market share and profitability in a competitive environment.
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Dan Craft
