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Factors influencing the loss of brand loyalty since childhood by age
The survey breaks down why sports fans abandon childhood brand loyalties across age groups — from Gen Z citing design changes to 55–64s flagging price-performance.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
09/16/2025 - 09/17/2025
Survey country
Survey country
Germany
Sample
Sample
n=852 people interested in sport who have not had the same favorite brand since childhood (top 2 on 4-point scale), with n=64 (16-24 yrs.), n=146 (25-34 yrs.), n=254 (35-44 yrs.), n=236 (45-54 yrs.), n=136 (55-64 yrs.)
Question
Question
If your favorite brand(s) today are no longer the same as in your childhood, what were the main reasons for the change? (Multiple answers possible; aided answers)