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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. The study, which surveyed over 81,000 consumers aged 16 to 65 across 1,100 brands in 104 categories, highlighted the critical role of loyalty in driving consumer behavior, sales, and profitability. It identified the brands that best meet consumer expectations and foster long-term loyalty.
This year’s CLEI introduced gold, silver, and bronze awards to reflect brand loyalty hierarchies. Top honors went to household names like Chanel in luxury cosmetics, Red Bull in energy drinks, and Beyond Meat in plant-based meat alternatives. Other standout winners included Colgate in toothpaste, Planters in nuts, and Purina One in pet food.
Key Findings from the 2025 CLEI
The research revealed that loyalty remains the most accurate predictor of consumer purchasing behavior, with significant economic implications:
- Acquiring a new customer now costs 15 to 22 times more than retaining an existing one, 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 isn’t just about satisfaction or awareness—it’s about delivering on the drivers that matter most to consumers,” said Robert Passikoff, founder and president of Brand Keys. “Brands that excel in building loyalty win more customers, more sales, and larger market shares.”
Category Highlights
The 2025 CLEI recognized top-performing brands across various sectors, including:
- 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 complete list of the 2025 CLEI Brand Loyalty Award winners, visit Brand Keys’ official website.
Passikoff emphasized that loyalty dynamics have shifted dramatically over the past decade. “Today’s loyalty is more complex, reflecting changes in consumer behavior, the marketplace, and marketing strategies. But it’s still measurable, achievable, and incredibly valuable for brands.”
The CLEI also identified category-specific loyalty drivers, such as “Right Brand, Right Design” for automotive and “Device-Friendly News” for cable news, which helps brands tailor their strategies to meet evolving consumer expectations.
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.
