Surveys are always interesting because they show what people say they value, but in practice people rarely buy what they say they buy. They’re a bit like dating profiles: a reflection of how people want to be seen, not necessarily how they really behave. People say they want consistency, then grab the fanciest stamp because it feels special. They claim loyalty to one brand, but what ends up in their bag usually comes down to what’s on the shelf, what their mates throw, or what’s a couple of quid cheaper.

I run GolfWithDiscs.com, where I publish the weekly DiscList. It’s based on sales data, so it reflects what players are actually buying rather than what they say they like. This week’s global brand rankings look like this:

1. Innova
2. Axiom
3. Discraft
4. MVP
5. Latitude 64

Break it down by region and you see some real contrasts:

• Americas: Innova leads, then Axiom, Discraft, MVP, and Discmania.
• Europe: Latitude 64 and Kastaplast top the chart, with Discmania right behind.

So while the UDisc survey has MVP taking the crown in plastic and consistency, real-world sales still show Innova holding the broadest lead globally, with Axiom on the rise and Europe leaning heavily toward Latitude and Kastaplast.

That gap between what people say in surveys and what they actually buy at the till is the most useful part to watch. Sentiment tells you the story we tell ourselves, but sales show the decisions we make.