From Our Print Edition

It’s frequently said these days that the U.S. is divided along politically ideological lines. New research shows that those divisions also show up in the brands we like and the products we consider buying, albeit frequently along weirdly stereotypical ways for each based on the choices given.

YouGov surveyed 38,000 self-identified liberals and 33,0000 conservatives in August. It found that these consumers frequently view brands through ideologically tinged lenses. The market research determined whether a brand was more liberal or conservative by measuring the difference in preference between consumers with different political ideologies.

More than 2,200+ brands across more than 40 industries were measured. Of these, 982 brands were considered for purchase by at least 10% of conservatives and liberals. Only 29% of those, 284, were viewed as bipartisan, which, in the context of this research, meant that there was a 10% or lower gap between conservatives’ and liberals’ preference for the brand. Drilling down further, only 28 brands had a 1% difference between conservatives and liberals.

ALDI GETS BIPARTISAN SUPPORT

The most bipartisan grocer was Aldi, as low prices and high-quality, store-brand groceries backed by a 100% product satisfaction guarantee earn the votes of shoppers on both sides of the aisle. Based on separate YouGov research, Aldi also shares the mantle of being the most popular grocery store in the U.S. with Kroger. Those two are followed by 7-Eleven, Trader Joe’s, and Whole Foods Markets.

Conservatives asked about grocery stores they prefer were significantly more positive about Publix, Winn-Dixie and Piggly Wiggly than liberals. Liberals preferred Trader Joe’s, Whole Foods and Sprouts Farmers Market more than conservatives. Geographic location likely plays a role in each case as consumers may have limited or no physical access to some grocery banners.

The difference between preferred grocery stores is more pronounced among conservatives than liberals. Only 15.5% of conservatives prefer Trader Joe’s compared to 29.9% of liberals, a difference of 14.4. Liberals are less divided on Publix, with 12.3% preferring it compared to 16.1% of conservatives, a 3.8-point divide.

As to preferred grocery brands, conservatives are big on eating animal proteins, with Jimmy Dean (42.5%), Oscar Mayer (34.2%), and Hillshire Farms (36.5%) ranked as “most conservative.” Liberals show a plant-based bias, preferring Impossible Foods, Beyond Meat and Silk significantly more than conservatives. Liberals, again, are more likely to also prefer conservatives’ favorites than the other way around.

CONSERVATIVES OPT FOR TRADITIONAL SNACKS

Conservatives are more likely to stick with traditional snack brands — Pillsbury, Hershey and Ritz while liberals give high marks to Ben & Jerry’s, Annie’s and Sabra Hummus. Here too, conservatives are much less inclined than liberals to prefer the other’s favorite snacks.

Conservatives are more likely to be male, older, rural and live in the South. Fifty-three percent of conservatives are male. One-fifth are between the ages of 55 and 64, and 27% are over 65. Nearly a quarter live in rural areas, and 42% live in the South.

Liberals are more likely to be female, younger and live in cities. Four out of 10 live in the city, 35% are between 18 and 34. Liberals as a group are better educated than conservatives, earning more bachelor’s and advanced degrees.

When it comes to trying something new, liberals appear to be more open as conservatives try 7.2% fewer brands overall. This may be due to conservatives being older and loyal to products they’ve used over a period of years.