I was chatting with my neighbour outside a local supermarket recently, and she mentioned she rarely bothers with name-brand products anymore. Turns out she’s not alone. According to fresh research from SAP Emarsys, 57% of British shoppers admit they don’t care whose logo is on the box, as long as the item does the job.
The current cost-of-living crunch might be driving this trend. An impressive 62% of us have switched to own-label alternatives simply because they’re easier on the wallet. Even more surprising, 58% reckon those cheaper versions are just as good—if not better—than their branded counterparts.
But the research isn’t all doom and gloom for big brands. About one in four consumer product companies, those in the so-called “Engagement Era,” are forging personal connections with customers on multiple levels. They rely on real-time data, AI insights, and integrated systems—like SAP S/4HANA—to meet shoppers right where they are (whether online or in store).
This is where companies like Molton Brown and Ferrara shine. “Our customers are our top priority, so the technology we use is critical,” says Naresh Krishnamurthy, Senior Manager of Business Transformation at Molton Brown. He points to SAP Emarsys as a game-changer in delivering seamless, personalized engagement across digital and traditional channels.
The rest of the pack, roughly 75% of consumer product brands, still has some catching up to do. Two-thirds of marketers say it’s getting harder to form meaningful connections with their audiences. Meanwhile, 82% admit they must overhaul their engagement methods in 2025 if they want to stay competitive.
This mounting pressure becomes evident when you look at how few brands truly use customer data to personalize experiences. Less than half (44%) say they have the capability—and just 27% actually do so. Sara Richter, CMO at SAP Emarsys, warns that brands need a robust data foundation to offer these real-time, relevant interactions. Without it, she says, “UK consumers aren’t just less loyal—they’re tuning brands out entirely.”
As the conversation around ERP, AI, and SAP S/4HANA grows louder, these findings from SAP Emarsys, supported by Deloitte, show that brands must break down internal silos and speed up their operations. The good news is that there’s help out there: an upcoming Personalisation Masterclass from SAP Emarsys will explore how to build and launch these engagement strategies effectively.
Shoppers may have shrugged off old loyalties, but they haven’t lost their appetite for quality and value. For any brand hoping to stay in the game, it’s time to remember that personal touch—and maybe skip the flashy logo. In the end, a real connection might matter more than name recognition ever did.