Top tips for building brand loyalty – how to get shoppers coming back for more!
By Simon Middleton, Senior Writer, ProVeg International
In a competitive and growing market like plant-based food, brand loyalty is one of the most valuable assets a company can cultivate. While taste, nutrition, and price attract consumers initially, building loyalty can help to ensure they keep coming back. For plant-based brands, loyalty is arguably especially vital, as the market caters to two distinct audiences: those who only eat plant-based foods, and those who mix plant-based with other choices – flexitarians.
The plant-based market is rapidly expanding, but the number of brands remains smaller than in traditional food categories. This makes loyalty a critical differentiator – especially for newer brands seeking to establish themselves. Capturing loyalty early can help brands secure a foothold in the market and build a strong base of advocates. However, it’s important to recognize the differences in how fully plant-based (including vegan or vegetarian) and flexitarian consumers can approach brand loyalty.
Understanding emotional vs. transactional loyalty
Emotional loyalty
Emotional loyalty is built on a deep, personal connection with a brand’s mission, values, or identity. It’s not about convenience, price, or rewards – it’s about how the brand makes the consumer feel: it’s a ‘heart thing’ as much as a ‘head thing’. These kinds of brands occur in every sector of course, and food is no exception. This type of loyalty aligns with Marty Neumeier’s discussion of added value in The Brand Gap, where he explores how brands transcend utility to forge deep emotional connections.1

Kevin Roberts, former CEO of the advertising agency Saatchi & Saatchi, further explores the concept of emotional loyalty in his book Lovemarks. Roberts argues that brands that inspire both love and respect rise above mere functionality, becoming indispensable in the lives of consumers.2 In the plant-based sector, brands like Oatly aim to become Lovemarks by combining bold environmental advocacy with a quirky, relatable personality that consumers adore.
In this way, emotional loyalty can be transformative. It can foster long-term advocacy and resilience to competition, but it requires unwavering authenticity and a strong brand narrative to succeed.
Transactional loyalty (also called situational loyalty)
Transactional loyalty, on the other hand, is more pragmatic and tied to incentives or convenience. For example, consumers may repeatedly shop at Tesco because it’s close to home and offers Clubcard rewards. These rewards can be redeemed for discounts at a range of affiliate partners, such as restaurants, travel services, and entertainment. This kind of loyalty is practical and effective for encouraging repeat purchases. However, it’s often fragile – if another supermarket offers greater convenience, better choices, or lower pricing, the loyalty may shift. Unlike emotional loyalty, transactional loyalty lacks a strong emotional connection.
How fully plant-based and flexitarian consumers differ in loyalty
Plant-based consumers
Fully plant-based consumers tend to know the market well and often develop strong preferences for their favorite brands. However, they are also open to trying new entrants, especially those that offer superior taste, better sustainability credentials, or more affordable options. These consumers are quick to abandon loyalty if a brand fails to deliver on quality, availability, or value.

In a market developing as quickly as plant-based, what won attention and plaudits last year might simply be outperformed by a new product this year. Similarly, a lack of stock in stores or higher prices compared to competitors can quickly erode trust and repeat purchases. This dynamic makes plant-based food producers especially vulnerable to supermarket stocking policies and trends.
Flexitarian consumers
Flexitarian consumers might be considered more experimental, often exploring plant-based products alongside traditional options. For these consumers, loyalty may take longer to develop and often depends on how well a brand’s offerings fit into their lifestyle. Taste, convenience, and price are particularly important for this group, as they won’t always have the same ethical or lifestyle motivations that drive many plant-based consumers. To capture loyalty among flexitarians, plant-based brands need to focus on creating a seamless and appealing product experience while emphasizing versatility and accessibility.
The foundations of brand loyalty
Quality and consistency drive loyalty
The cornerstone of brand loyalty is delivering a product that consistently meets or exceeds expectations. Consumers need to trust that your plant-based bacon, chicken, milk, or snack will deliver the same taste, texture, and nutritional quality every time.
Mark Ritson in his book 7 Rules of Brand Management highlights that consistency is key in creating a sense of reliability. When a brand is consistent – not only in product quality but also in messaging and identity – it fosters trust, which is essential for loyalty.3 For plant-based brands, this means staying true to your mission and ensuring every product reflects your brand’s promise.

Byron Sharp’s challenge: loyalty vs. reach
In his book How Brands Grow, Byron Sharp questions the emphasis many marketers place on loyalty. He argues that while loyalty exists, it is not a strong enough force to drive brand growth on its own. Instead, Sharp suggests focusing on penetration – reaching more buyers and ensuring your brand is mentally and physically available.4Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know.[/efn_n
While Sharp’s insights highlight the limits of loyalty as a growth engine, many brand thinkers maintain that emotional loyalty provides a buffer against competitors, while transactional loyalty helps secure repeat purchases. Both contribute to the overall health of a brand.
Case studies: emotional vs. transactional loyalty in action
Leica and Hasselblad: loyalty beyond utility
The world’s two most expensive camera brands exemplify the power of emotional loyalty. Photographers covet Leica and Hasselblad cameras not because they are necessarily the most affordable or practical option but because they embody unparalleled craftsmanship, exclusivity, and a storied legacy.
Tesco: rewards for transactional loyalty
Tesco’s Clubcard program is a strong example of transactional loyalty. Consumers earn points with every purchase, which can be redeemed for discounts at a range of affiliate partners, including restaurants, travel companies, and leisure providers. This practical incentive system ensures repeat visits, but it’s situational and may not endure if competitors offer more appealing rewards.
Patagonia: loyalty through shared values
Patagonia builds emotional loyalty by aligning deeply with consumers’ values. Its commitment to environmental sustainability and ethical production resonates with customers who care about the planet. Patagonia’s story and actions go beyond selling clothing – it inspires a sense of purpose and participation in something larger than the individual consumer.
Apple: a blend of emotional and practical loyalty
Apple creates a mix of emotional and transactional loyalty. Many customers are emotionally loyal because of the brand’s sleek design, innovation, and ecosystem of products that ‘just work.’ However, Apple also builds transactional loyalty by locking customers into its ecosystem through services like iCloud and the App Store, making it inconvenient to switch to competitors.
Practical action points for brand leaders
1. Deliver consistent quality and value
The best loyalty starts with a great product. Ensure that your plant-based offerings meet high standards of taste, texture, and nutrition every time. Consistency fosters trust and encourages repeat purchases.
2. Engage authentically with consumers
Building emotional loyalty requires ongoing engagement. Respond to consumer feedback, share your brand story, and interact authentically on social media.
3. Leverage loyalty programs
Loyalty programs are a proven way to incentivize transactional loyalty. Consider creating a program that rewards consumers for buying your products, sharing their experiences, or referring friends. Rewards could include discounts, exclusive content, or donations to environmental causes – a great way to align incentives with your brand’s values.
4. Create a sense of community
Foster emotional loyalty by building communities of like-minded consumers. Hosting events, sharing user-generated content, or engaging consumers in your mission can create a sense of belonging.
5. Balance loyalty with reach
Loyalty shouldn’t come at the expense of reach. While nurturing repeat customers is important, brands must also focus on attracting new buyers by ensuring their products are widely available and easily recognizable.
For more support on branding, contact our ProVeg experts at [email protected]. Stay tuned for my next article, and catch up on my previous articles, here and here.
References
- Neumeier, M. (2003). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design.
- Roberts, K. (2005). Lovemarks: The Future Beyond Brands.
- Ritson, M. (2015). 7 Rules of Brand Management. Available at: https://brandingstrategyinsider.com/.