BIG Y Overtakes Dunkin' as Massachusetts's Favorite Brand

New A.I. research shows changing consumer preferences in the Bay State

Published on Feb. 27, 2026

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Despite Dunkin' being a longstanding Massachusetts institution, recent data from Qualtrics.com indicates that BIG Y World Class Markets has surpassed the iconic coffee and donut chain as the state's favorite national brand. The research, which analyzed over 2 million tweets about brand preferences across the U.S., found that BIG Y had a 67.8% positive sentiment score among Massachusetts consumers, edging out Dunkin'.

Why it matters

This shift in brand preference reflects the evolving tastes and priorities of Massachusetts residents, moving beyond Dunkin's traditional dominance in the state. As consumer behaviors and loyalties continue to change, understanding these trends is crucial for businesses seeking to meet the needs of local customers.

The details

The Qualtrics.com study examined brand sentiment across all 50 states, revealing some interesting regional preferences. For example, Brookstone was the favorite in New Hampshire, Darn Tough Vermont Socks led in Vermont, and Ocean State Job Lot was the top brand in Rhode Island. However, in Massachusetts, BIG Y's community-focused approach and diverse product offerings appear to have resonated more strongly with consumers than Dunkin's long-standing presence.

  • The Qualtrics.com study analyzed over 2 million tweets from across the U.S. about brand preferences.
  • The research was conducted in 2026.

The players

Qualtrics.com

A market research firm that collects and analyzes consumer data, including social media sentiment, to identify brand preferences across the United States.

Dunkin'

A longstanding Massachusetts-based coffee and donut chain that has been a staple in the state for over 75 years.

BIG Y World Class Markets

A regional grocery store chain with a strong presence in Massachusetts, known for its community-focused approach and diverse product offerings.

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The takeaway

This study highlights the evolving consumer preferences in Massachusetts, where a locally-focused, community-driven brand like BIG Y has managed to surpass the long-standing dominance of a national icon like Dunkin'. As customer loyalties shift, businesses must stay attuned to these changing trends to remain relevant and meet the needs of their local markets.