For decades, supplier loyalty was a given in lab procurement. Long-standing vendor relationships, negotiated discounts, and brand preferences shaped how labs sourced their supplies. But in 2025, that model is being challenged for good reason.
Today’s lab procurement teams are rethinking loyalty. In a landscape shaped by supply chain instability, budget pressure, an explosion of supplier options, and lower costs to switch suppliers, flexibility is no longer optional. It’s becoming a strategic advantage.
Why labs are rethinking supplier loyalty
ZAGENO’s 2025 Lab Supply and Market Trends report uncovered an intriguing insight: labs are increasingly willing to move away from traditional brand and supplier preferences in favor of price transparency, availability, and consistent service.
Today’s R&D procurement teams are being asked to:
- Justify every purchase
- Find comparable product alternatives when stock is limited
- Optimize supplier portfolios to reduce costs and risks
Supplier loyalty, once viewed as a relationship strength, can now create friction when it limits responsiveness and subsequently slows down research.
What’s driving the shift to flexibility?
Several market forces are fueling this shift in mindset:
- Price fluctuations make it harder to plan and stick to budgets. A long-standing vendor may not offer the most competitive pricing.
- Supply disruptions create risk when labs rely on a single source.
- Digital procurement platforms simplify the process of comparing products and switching vendors.
- New suppliers are entering the market with competitive pricing and verified quality standards.
At the same time, many labs are under pressure to meet ambitious research deadlines with tighter operating budgets. That means every product needs to pull its weight, every order must be defensible, and every dollar must be well spent.
What flexibility looks like in lab procurement today
Flexibility does not mean sacrificing quality or buying from the lowest bidder. It means creating a lab supply procurement process that can adapt to changing needs.
Forward-thinking labs are doing this by:
- Using scientific lab supply marketplaces like ZAGENO to compare products, pricing, and availability in a single platform
- Tracking supplier KPIs such as delivery reliability, documentation quality, and responsiveness
- Avoiding single-source contracts and building multi-vendor strategies
- Monitoring lab supply chain performance to identify and address issues early
How procurement platforms make flexibility possible
While the desire for flexibility is clear, actually executing on it can be difficult without the right tools. That’s where modern lab procurement platforms are playing a critical role.
R&D procurement platforms like ZAGENO allow labs to:
- Search across millions of lab supply SKUs from thousands of different vendors
- View product specs, certifications, and availability in one place
- Consolidate multi-vendor orders into a single monthly invoice
- Customize approval workflows and ensure policy compliance
These features remove the administrative burden that often comes with flexible sourcing. They make it easier for procurement teams to stay agile without losing control or transparency.
When switching costs are low, loyalty fades
A study published in the Journal of Community Medicine and Public Health Reports examined customer loyalty within clinical laboratories. It found that loyalty is not a fixed trait but rather influenced by the perceived cost of switching. Customers are more likely to remain loyal when switching would be costly, whether due to time, operational effort, or risk. But when switching costs are low, such as when comparable alternatives are readily accessible, loyalty diminishes quickly.
Digital procurement platforms that remove switching barriers and increase transparency are accelerating this trend. As a result, even in traditionally sticky categories like lab equipment and consumables, more buyers are open to change.
Flexibility in action
The positive effect of low switching costs was clearly visible at the Babraham Institute, one of ZAGENO’s earliest adopters. Their team had long supported researchers with strong brand preferences, especially for tissue culture plasticware where consistency matters. Unfortunately, global supply issues upended that habit.
For suppliers, this creates a rare window. When switching becomes necessary and performance is proven, buyers may not return to legacy vendors. Those who show up with availability, fair pricing, and responsiveness have a real opportunity to gain, and keep, market share.
Read more: How to Get on the Preferred R&D Supplier List of Thousands of Labs
How suppliers can respond and succeed
If supplier loyalty is on the decline, that doesn’t mean suppliers are losing influence. It means the rules of engagement are evolving. Suppliers who meet buyers’ new expectations have the opportunity to stand out in a crowded market.
To succeed in today’s environment, suppliers should:
- Ensure their products are listed and visible on multi-vendor procurement platforms
- Keep product data, certifications, and lead times up to date
- Deliver consistent, reliable fulfillment to build trust through performance
- Offer flexible shipping options and clear service policies
- Look for opportunities to differentiate based on speed, transparency, and service
According to McKinsey research, over 70% of B2B buyers prefer remote or self-serve buying models. The ability to compare vendors quickly is now a key part of the decision-making process.
For suppliers, this shift is an invitation to compete on more than just brand reputation. Labs want a better experience. Those who deliver one will keep winning business.
Loyalty Is evolving, not disappearing
Supplier loyalty is not dead. Labs still value trust, service, and consistency. But those values must now coexist with flexibility, cost transparency, and performance data.
Procurement teams want more control over how and where they spend their budgets. They are building systems that let them adapt. That is what modern lab procurement looks like.
If you're still relying on brand familiarity or fixed contract pricing alone, you may be getting left behind.
Ready to build flexibility into your lab’s procurement process?
See how ZAGENO helps lab procurement teams compare vendors, control spend, and source smarter.
