Observed Signal · Jul 20, 2026 · Research Study · Source: Lebensmittelzeitung · Impact: 2/5 · Sentiment: Negative
Study: Brands Losing Their Shine
A Roland Berger study titled "The Consumer Playbook is Changing" finds that economic uncertainty, the rising influence of artificial intelligence, and declining brand loyalty are reshaping consumer purchasing behaviour. The study highlights that only 21% of surveyed consumers now cite a brand's reputation as a decisive purchase reason. The article reporting the study was published by Lebensmittelzeitung on July 20, 2026, authored by Daniela Rück.
Study indicates shifting consumer behaviour and reduced brand influence; relevant to marketers and brand strategists but not an industry-shifting platform or regulation change.
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Key Takeaways & Evidence Grounding
- Roland Berger published a study titled "The Consumer Playbook is Changing".
- The study finds economic uncertainty, growing AI influence, and falling brand loyalty are changing consumer behaviour.
- Only 21% of respondents name brand reputation as the decisive reason for purchase.
- Article published on Lebensmittelzeitung (lebensmittelzeitung.net) on 2026-07-20 and written by Daniela Rück.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Study: AI and Economic Uncertainty Change Brand Importance
A Roland Berger study, reported by HORIZONT on 2026-08-24, finds that economic uncertainty and the rise of AI are altering the role of brands in purchase decisions. Many consumers monitor economic developments with concern, which is weakening brands' influence. At the same time, AI is increasingly entering the shopping journey: consumers commonly use AI for advice, product and price comparison, and information about usage, but few let agentic AI make the final purchase decision. The report highlights shifting consumer trust and the growing relevance of AI-driven shopping assistance for marketers and brand strategy.
Brands Must Adapt to New Consumer Engagement Demands
The article argues that consumer goods brands must move beyond relying on brand image as consumer behavior shifts toward engagement and data-driven personalization. Based on a Deloitte-backed study, 67% of German consumers say the brand is not important if the product meets their needs, pressuring brands to rethink marketing. It introduces an 'Engagement Era' driven by digital transformation, where personalization is often missing due to data silos and fragmented customer-engagement tools. Only seven percent of brands are currently in the Engagement Era, while 93% lag behind. Key gaps include only 26% of brands delivering personalized content and just 32% believing they can personalize campaigns based on customer data; 74% of marketers acknowledge their communications approach must change in 2025. The piece also notes rising private-label usage (64%) and a perceived equivalence in quality (65%), underscoring the need for value, service, sustainability, and authentic, data-informed customization.
Brands Must Plan for Permanent Consumer Instability
Andrew Dimitriou of Dept argues that consumers have adapted to sustained economic and political instability, while many brand strategies still assume a return to normal. Citing the IPA Bellwether and a Dept/The Marketing Society survey of 3,000 consumers across the UK, US, Germany and the Netherlands, he highlights a disconnect: marketing budgets are rising even as industry confidence weakens and many consumers plan to cut nonessential spending. Dimitriou recommends brands build strategies around observed behavior—adjusting pricing, portfolio and positioning—while continuing to invest in growth and AI-powered transformation.
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