Brand-obsessed residents are more committed to their favourite supermarket than they are to their partners.
A study by TopCashback found that more than a third of people in the Midlands had stuck with the same store longer than they had been married.
Thirty-one percent said they had been drinking the same brand of tea longer than they had been settled down. And nearly a quarter of married women confessed to having a longer relationship with their favourite skin care brand.
In the Midlands, 27 per cent of residents say they have been seeing the same hairdresser longer than they have been in a relationship.
The results are based on a survey of 142 people in the East Midlands and 110 people in the West Midlands.