- new research from Superdrug’s Health & Beautycard looks at what loyalty means in 2016 -

Studies reveal that we put our favourite washing powder, cereal and skincare products before our manager or employer with our boss coming 40th in a list of the UK’s top 50 loyalties, with family, mum and best friend taking the top three spots.

Dad, dog and football team were voted fourth, fifth and sixth respectively, followed by cat, hometown, tea/coffee brand and TV programmes. The survey of 2,000 UK adults was conducted by Superdrug to mark the fifth birthday of its Health & Beautycard.

Superdrug spokesman Matt Walburn said: “During the five years we’ve operated our loyalty scheme things have definitely changed on the British high street and in the average home.

“Seven out of ten of those questioned said they were more price-conscious and aware of deals than they were five years ago.”

The study shows the average British adult is loyal to where they shop, the brands they use, and the products they buy. Folk tend to stick to the same type of tea or coffee, watch the same TV programmes and eat from the same takeaway all the time.

When it comes to health and beauty, most people use the same deodorant, skin care products and make-up, and go to the same hairdresser. Food loyalty also means people will stick to the same brand of ketchup, and spread the same margarine on their favourite bread each day.

Brits are also incredibly loyal to their home town and heritage, as well as their national sporting teams. The pub, the mobile phone provider, bands which have been loved since childhood and work colleagues also feature strongly.

The study shows more than six in ten people consider themselves to be particularly loyal, with seven out of ten people rarely deviating from their favourite brands of food and drink.

Partners are most likely to have a say in who should be trusted and where best to shop. He or she will also get a say in which brands are purchased, what music is listened to, what television is watched and even what car to buy.

Mr Walburn added: “We’ve now got over eleven million members signed up for special member benefits such as free online delivery, and yes that even includes the hundreds of pet wellbeing products we now sell online.

"To show we are as loyal to our customers as they are to us and to celebrate our birthday we’ve got 5,000 special offers just for our card members in store for the next few weeks."

“The study shows that the average Brit has three loyalty cards in their wallets and eight of ten (78 per cent) admitted to not knowing how many points they currently had ready to spend.

“In our birthday month we’d advise everyone to check their points balance and treat themselves by spending their points.”


1. Family
2. My mum
3. My best friend
4. My dad
5. My dog
6. My football team
7. My cat
8. Home town
9. Tea / coffee brand
10. TV programmes
11. My hairdresser
12. Supermarket
13. City of birth / heritage
14. Doctor
15. Mobile phone provider
16. Deodorant
17. National team
18. Local takeaway
19. Cereals
20. My religion
21. Mobile phone brand
22. Bands I’ve loved since childhood
23. Ketchup
24. The bet
25. Brand of butter / spread
26. Charitable causes
27. The Royal Family
28. Skincare products
29. My favourite pub
30. Washing powder
31. Car brand
32. Particular loyalty card
33. Favourite singer
34. Work colleague
35. Jeans
36. Hair products
37. Local independent shops
38. Make up
39. Place of work
40. My boss
41. Shampoo
42. Soap opera
43. Bread brand
44. The corner / local shop
45. Opticians
46. Technology types
47. Brand of underwear
48. Coffee shop
49. Rugby team
50. Petrol station

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