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The Brand Young Europeans Are Most Loyal To is American

Young Europeans’ loyalty is hard to win, but YPulse data shows these are the brands that manage to earn it…

Written and Edited by the YPulse Editorial Team

Nov 19 2025
Western Europe

KEY TAKEAWAYS

Young Europeans have a flexible sense of brand loyalty—many consider themselves “loyal-ish” rather than fully committed to any one brand
Nike and Apple rank as the top brands young people say they’re most loyal to across Western Europe
But at the same time, a significant number still say they aren’t loyal to any brand at all

For brands, young European consumers are tough to win over—and even tougher to turn into long-term customers. YPulse’s Brand Loyalty report shows that 72% of young Europeans do think of themselves as loyal to one or more brands. The catch? While some believe brand loyalty means consistently purchasing from a particular brand and avoiding competitors, the majority of young consumers do not equate loyalty with exclusivity. YPulse data shows nearly a quarter (24%) of European 13-39-year-olds say loyalty means buying a brand for now but being open to trying other brands—or loving a brand even when purchasing its dupes, especially...