Brand loyalty tested – A glimpse into Britons' reactions to toy recalls
September 29th, 2023, Kineree Shah

Brand loyalty tested – A glimpse into Britons' reactions to toy recalls

In April, Ikea withdrew the Blavingad fishing game from shelves, following similar withdrawals of toys by Poundland and TJ Maxx. These events have sparked discussions on brand loyalty and consumer trust, prompting a closer inspection of Britons' purchasing habits after a product recall.

A recent survey conducted by YouGov involving 2,115 Britons unveils consumers' views of brand recalls in the toy industry. As it stands, a mere one in five Britons (21%) indicate they are likely to give a brand a second chance following a recall. A notable proportion, close to two in five (39%), express a reluctance to return to the brand, citing various reasons that extend beyond the recall incident.

Half of these consumers (50%) admit that concerns over safety or product quality stand as the primary factor that would discourage them from purchasing from the brand again.

Aside from safety concerns, a quarter of Britons (25%) experience a loss of trust in the brand, pinpointing a significant challenge for brands to rebuild their image post-recall. Additionally, personal experiences with a faulty product seem to significantly sway opinions, with roughly one in twelve (8%) highlighting this as a reason for their reluctance.

Moreover, the manner in which a brand handles the recall can also influence future buying decisions, as seen in the 6% of Britons emphasising this aspect. Likewise, negative reviews or media coverage have the potential to deter consumers, with 4% considering this as a factor in their decision-making process.

As brands navigate through the ramifications of a recall, the road to regaining consumer trust appears steep, with safety and quality taking precedence. Brands aiming to rebound from such setbacks must focus on reinstating trust and reassurance, underlining the importance of delivering products that are not just entertaining but also safe and reliable.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on August 24-25, 2023, with a nationally representative sample of 2,115 adults (aged 18+ years) in GB, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region, and race, and to be representative of all adults in GB (18 years or older) and reflect the latest population estimates. Learn more about YouGov Surveys: Serviced.