Source page: McKinsey & Company
Commentary
Brand loyalty is on the wane
Digital | Marketing & Sales | Asia-Pacific
July 29, 2021 – Across ASEAN (and other parts of the world too), consumers proved much more willing to try new brands during the pandemic. Stock-outs were the biggest culprit in Thailand and the Philippines.
To read the article, see “Five areas of growth for digital marketing in ASEAN,” July 15, 2021.
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Visual form
Two-part chart combining icon arrays and a dot-based driver comparison.
Layout / body structure
The chart is stacked in two sections. Read the top section first for the share of consumers in Thailand and the Philippines who tried new or alternate brands, then move down to the lower section for the five driver comparisons plotted on a shared horizontal scale.
What is being compared
The top section compares Thailand with the Philippines on the percent of consumers who tried new or alternate brands during the pandemic. The lower section compares the primary reasons for switching across the same two countries.
Measurement system
The top section uses 100-dot icon arrays with the exact percentages printed above each country. The lower section uses a 0 to 100 percent horizontal scale with dark dots for Thailand and blue dots for the Philippines placed against each listed driver.
Visible structure inside the graphic
At the top, two square dot matrices show 68 percent for Thailand and 80 percent for the Philippines. Below them, five rows list switching drivers and place two colored dots on each row, making it easy to compare the countries on brand unavailability, promotions, ease of consumption, better value, and safety.
Main takeaway from the visual
Brand switching is widespread in both countries and even more pronounced in the Philippines, while brand unavailability stands out as the strongest driver in both markets. The top icon arrays make the scale of switching obvious, and the bottom row comparisons show that the same availability problem dominates both countries more than price or safety reasons do.
Key standout values or extremes
The top panel shows 68 percent for Thailand and 80 percent for the Philippines. In the driver section, brand unavailability is highest at roughly 67 percent in Thailand and close to 88 percent in the Philippines. Promotions and display sit around the mid-30s for Thailand and around the high-20s for the Philippines, while safety is one of the smallest reasons at roughly high-20s for Thailand and low-teens for the Philippines.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.