Customer Loyalty Statistics 2026: Loyalty Programmes, Satisfaction and Brand Loyalty
The average US loyalty programme member was enrolled in 8 programmes in 2025 but actively used only 5, according to Deloitte. 72% said programmes made them more likely to spend with their preferred brand, and 56% spent more because of one. Bond Brand Loyalty found 85% of US members more likely to keep doing business with a brand that has a programme in 2026. Deeper loyalty is weaker: true brand loyalty fell from 34% to 29% of consumers in 2025, according to SAP Emarsys. Customer experience is recovering, with 20% of brands improving their Forrester CX Index score in 2026 against 8% that declined.
Key statistics
- The average US loyalty programme member was enrolled in 8 loyalty programmes in 2025, according to Deloitte.
- 72% of US loyalty members said programmes made them more likely to spend with their preferred brand in 2025, according to Deloitte.
- 85% of US loyalty members were more likely to keep doing business with a brand that has a loyalty programme in 2026, according to Bond Brand Loyalty.
- 29% of consumers in five countries showed true brand loyalty in 2025, down from 34% in 2024, according to SAP Emarsys.
- 20% of brands worldwide improved their Forrester CX Index score in 2026, while 8% declined, according to Forrester.
Customer loyalty programme statistics
Two large US surveys and two company reports give the clearest public view of loyalty programmes. Deloitte asked 5,564 US programme members about their habits in late 2025. Bond Brand Loyalty surveyed 20,591 US members in early 2026. Starbucks and McDonald's publish their own member counts.
Most people join more programmes than they use. The average US member was enrolled in 8 programmes in 2025 and active in 5, according to Deloitte. That means about 62.5% of memberships are in use and 3 in 8 sit idle. Within a single industry, 51% of members engage with only one programme, so brands compete hard for the top spot in each category.
The headline count depends on the definition. Bond Brand Loyalty puts participation at 17.4 programmes per consumer in the US and Canada, 2.2 times the Deloitte figure. Bond counts every programme a person takes part in. Deloitte asks about enrolment in the industries it surveyed. Neither number is wrong, but they should not be compared as a trend.
Programmes do change behaviour, at least among members. 72% of US members say a programme makes them more likely to spend with their preferred brand, and 56% spend more because of it, according to Deloitte. Bond found 85% more likely to keep doing business with a brand that has a programme. Antavo, which surveyed all consumers rather than members, put the figure at 31.3%. The 53.7-point gap comes from who was asked and how the question was framed.
Company data shows how much revenue runs through programmes. Starbucks Rewards members made up 59% of tender dollars at US company-operated stores in fiscal Q3 2026, with 35.8 million active members, up 5.6% on a year earlier. McDonald's sold $40 billion to loyalty members across 70 markets in the 12 months to June 2026, about $182 per active user. For how this connects to repeat buying, see our CRM statistics.
Source: Starbucks, Card, Loyalty & Mobile Dashboard, Q3 FY26, July 2026.
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The average US loyalty programme member was enrolled in 8 loyalty programmes in 2025, according to Deloitte.
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The average US loyalty programme member actively used 5 loyalty programmes in 2025, according to Deloitte.
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Consumers in the US and Canada participated in 17.4 loyalty programmes each in 2025, according to Bond Brand Loyalty.
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Bond's count of 17.4 loyalty programmes per consumer in 2025 was 2.2 times Deloitte's US enrolment figure of 8, calculated by StatisticsGlobal from Bond Brand Loyalty and Deloitte data.
How we calculated it: 17.4 programmes per consumer (Bond, US and Canada, 2025) / 8 programmes enrolled (Deloitte, US, 2025) = 2.175, rounded to 2.2. Bond counts all programme participation; Deloitte asks about enrolment across the industries it surveyed.
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51% of US loyalty members engaged with only one programme within an industry in 2025, according to Deloitte.
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72% of US loyalty members said programmes made them more likely to spend with their preferred brand in 2025, according to Deloitte.
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56% of US loyalty members increased their spending because of a loyalty programme in 2025, according to Deloitte.
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80% of US loyalty members said they got more from a brand because of its loyalty programme in 2025, according to Deloitte.
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85% of US loyalty members were more likely to keep doing business with a brand that has a loyalty programme in 2026, according to Bond Brand Loyalty.
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73% of US loyalty members spent more with a brand because of its loyalty programme in 2026, according to Bond Brand Loyalty.
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31.3% of consumers were more likely to keep doing business with a brand offering a good loyalty programme in 2026, according to Antavo.
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Bond and Antavo put the share of consumers more likely to stay with a brand because of its loyalty programme 53.7 points apart in 2026, calculated by StatisticsGlobal.
How we calculated it: Bond Brand Loyalty: 85% of US loyalty members (2026). Antavo: 31.3% of consumers worldwide (2026 report). 85 - 31.3 = 53.7 percentage points. Bond surveys programme members only and asks about having a programme; Antavo surveys all consumers and asks about a good programme.
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65.9% of consumers said loyalty programmes were part of their everyday lives in 2026, according to Antavo.
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Only 3.4% of consumers actively opted out of loyalty programmes in 2026, according to Antavo.
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43.2% of US consumers were more likely to join a loyalty programme than a year earlier in 2026, according to Antavo.
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Starbucks had 35.8 million 90-day active Starbucks Rewards members in the US in its third fiscal quarter of 2026, according to Starbucks.
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Starbucks Rewards members accounted for 59% of tender dollars at US company-operated Starbucks stores in fiscal Q3 2026, according to Starbucks.
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US 90-day active Starbucks Rewards membership grew 5.6% year on year in fiscal Q3 2026, calculated by StatisticsGlobal from Starbucks data.
How we calculated it: 35.8 million in Q3 FY26 versus 33.9 million in Q3 FY25: (35.8 / 33.9) - 1 = 5.6%.
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McDonald's systemwide sales to loyalty members reached $40 billion across 70 markets in the 12 months to June 2026, according to McDonald's.
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McDonald's had nearly 220 million 90-day active loyalty users across 70 markets at the end of June 2026, up 13%, according to McDonald's.
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McDonald's loyalty sales worked out at about $182 per 90-day active user in the 12 months to June 2026, calculated by StatisticsGlobal from McDonald's data.
How we calculated it: $40 billion trailing-twelve-month systemwide sales to loyalty members / nearly 220 million 90-day active users at quarter-end = about $182. A rough average: sales cover four quarters of active members, users are a quarter-end count, and "nearly 220 million" is rounded.
| Fiscal quarter | 90-day active members (million) | Member share of tender dollars |
|---|---|---|
| Q3 FY24 | 33.8 | 60% |
| Q4 FY24 | 33.8 | 60% |
| Q1 FY25 | 34.6 | 60% |
| Q2 FY25 | 34.2 | 59% |
| Q3 FY25 | 33.9 | 58% |
| Q4 FY25 | 34.2 | 58% |
| Q1 FY26 | 35.5 | 58% |
| Q2 FY26 | 35.6 | 59% |
| Q3 FY26 | 35.8 | 59% |
Loyalty programme satisfaction statistics
Satisfaction data comes from two sides. Bond asks consumers how they rate their programmes. Antavo asks brands how their programmes perform and asks shoppers what frustrates them.
Brands are far happier with their programmes than members are. 83.0% of programme owners were satisfied with performance in Antavo's 2026 survey, and 92.7% reported a positive return. On the consumer side, only 48% of Americans and 32% of Canadians were very satisfied with their programme in 2025, according to Bond. Bond also found only about 1 in 3 programmes seen as delivering true value.
Unused rewards are a large part of the problem. 26.2% of loyalty points held by US consumers go unspent and 11.9% expire, according to Antavo. That means about 45% of unspent points are lost rather than saved for later. Deloitte found 40% of US members sometimes forget to redeem. Slow earning is the top complaint: 49.1% of US consumers say rewards take too long to earn.
Brands still plan to spend more. Marketers put an average 51.5% of their marketing budget into loyalty and CRM, and 59.8% would move more money out of short-term promotions if they could. The 5.3x average ROI is self-reported by programme owners to a loyalty software vendor, so treat it as an upper bound rather than a benchmark.
Source: Antavo, Global Customer Loyalty Report 2026, US findings, February 2026.
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48% of Americans were very satisfied with their loyalty programme in 2025, according to Bond Brand Loyalty.
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32% of Canadians were very satisfied with their loyalty programme in 2025, according to Bond Brand Loyalty.
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Americans were 16 percentage points more likely than Canadians to be very satisfied with their loyalty programme in 2025, calculated by StatisticsGlobal from Bond Brand Loyalty data.
How we calculated it: Share very satisfied with their loyalty programme: US 48% minus Canada 32% = 16 percentage points.
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Only about 1 in 3 loyalty programmes in the US and Canada were seen as delivering true value in 2025, according to Bond Brand Loyalty.
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83.0% of loyalty programme owners were satisfied with their programme's performance in 2026, according to Antavo.
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92.7% of loyalty programme owners reported a positive return on their programme in 2026, according to Antavo.
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Loyalty programme owners reported an average return on investment of 5.3x in 2026, according to Antavo.
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Marketers allocated an average 51.5% of their total marketing budget to loyalty and CRM in 2026, according to Antavo.
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59.8% of marketers would move more budget from short-term promotions into loyalty if they could in 2026, according to Antavo.
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40% of US loyalty members admitted sometimes forgetting to redeem rewards in 2025, according to Deloitte.
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26.2% of loyalty points held by US consumers went unspent in 2026, according to Antavo.
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11.9% of loyalty points held by US consumers expired unspent in 2026, according to Antavo.
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49.1% of US consumers said it took too long to earn loyalty rewards in 2026, according to Antavo.
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41.1% of US consumers were frustrated by expiring loyalty points in 2026, according to Antavo.
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44% of US consumers accessed loyalty programmes through mobile apps in 2026, ahead of digital cards at 42.4%, according to Antavo.
| Frustration | Share of US consumers |
|---|---|
| It takes too long to earn rewards | 49.1% |
| Points expire | 41.1% |
| Rewards are unattractive | 38.9% |
What drives customer loyalty
Price and savings are the main pull. Personalisation matters too, but how much depends heavily on age.
Value comes first. 70.8% of consumers named saving money as a key reason to use programmes in Antavo's 2026 survey. Deloitte found 4 in 10 Americans showing deal-driven, cost-conscious or trade-down behaviour in 2025. In that climate, programmes that deliver clear savings hold attention better than those built on status or points alone.
Younger members want more personal programmes and will trade data for them. 89% of Gen Z members would share personal information for more tailored offers, against 64% of baby boomers, a 25-point gap. Millennials were 2.8 times as likely as boomers to say a personalised experience would make them spend more. For more on this, see our personalisation statistics.
The gap is widest for the most intrusive options. 62% of Gen Z and 64% of millennials would opt into hyper-personalised settings, but only 33% of boomers would. Brands with older customer bases may get more from simple, clear rewards than from heavy use of personal data.
Source: Deloitte, 2025 Consumer Loyalty Program Survey, January 2026.
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4 in 10 Americans showed deal-driven, cost-conscious or trade-down shopping behaviour in 2025, according to Deloitte.
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70.8% of consumers named saving money as a key reason to use loyalty programmes in 2026, according to Antavo.
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53% of millennial US loyalty members said they would spend more at a brand with a personalised programme experience in 2025, according to Deloitte.
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19% of baby boomer US loyalty members said they would spend more at a brand with a personalised programme experience in 2025, according to Deloitte.
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Millennial US loyalty members were 2.8 times as likely as baby boomers to say personalisation would make them spend more in 2025, calculated by StatisticsGlobal from Deloitte data.
How we calculated it: Share who would spend more at a brand with a personalised loyalty experience: millennials 53% / baby boomers 19% = 2.79, rounded to 2.8.
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33% of baby boomer US loyalty members said they would opt into hyper-personalised loyalty settings in 2025, against 62% of Gen Z, according to Deloitte.
| Generation | Would share personal data for tailored offers | Would opt into hyper-personalised settings | Would spend more with a personalised experience |
|---|---|---|---|
| Gen Z | 89% | 62% | 51% |
| Millennials | 87% | 64% | 53% |
| Gen X | 78% | 55% | 38% |
| Baby boomers | 64% | 33% | 19% |
Customer experience and loyalty trends
Forrester's CX Index scores how well a brand's customer experience builds loyalty. Each year it reports what share of brands moved up, down or stayed the same. Only statistically significant changes count.
Customer experience turned a corner in 2026. 20% of brands worldwide improved their CX Index score and 8% declined, a net gain of 12 points. In 2025 the picture was reversed: 21% declined and 6% improved, a net fall of 15 points. That is a swing of 27 points in one year.
North America drove the recovery. 26% of US and Canadian brands improved in 2026 and 7% declined. A year earlier, 25% of US brands had declined against 7% that improved, the second bad year in a row. Not every industry recovered: Forrester names airlines, credit card issuers and the US federal government as declining in 2026.
Asia Pacific is still falling. 19% of brands in Australia, India and Singapore declined in 2026 and 7% improved, after 37% declined in 2025. Europe is the most stable region, with about 90% of brands unchanged in both years. Forrester designs the index to measure how well experience strengthens loyalty, so these shifts matter for retention. See our customer service statistics for the service side.
Source: Forrester, CX Index 2026 results, June 2026.
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20% of brands worldwide improved their Forrester CX Index score in 2026, while 8% declined, according to Forrester.
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The net share of brands improving their Forrester CX Index score worldwide was plus 12 percentage points in 2026, calculated by StatisticsGlobal from Forrester data.
How we calculated it: Share of brands improving minus share declining, worldwide, for brands rated in both 2025 and 2026: 20% - 8% = +12 percentage points. In 2025 the same measure was 6% - 21% = -15, a swing of 27 points.
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21% of brands worldwide saw their Forrester CX Index score decline in 2025, while 6% improved, according to Forrester.
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The net share of brands improving their Forrester CX Index score worldwide was minus 15 percentage points in 2025, calculated by StatisticsGlobal from Forrester data.
How we calculated it: Share of brands improving minus share declining, worldwide: 6% - 21% = -15 percentage points.
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26% of US and Canadian brands improved their Forrester CX Index score in 2026, according to Forrester.
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7% of US and Canadian brands saw their Forrester CX Index score decline in 2026, according to Forrester.
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68% of North American brands had an unchanged Forrester CX Index score in 2026, according to Forrester.
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The net share of US and Canadian brands improving their Forrester CX Index score was plus 19 percentage points in 2026, calculated by StatisticsGlobal from Forrester data.
How we calculated it: Share improving minus share declining, US and Canada: 26% - 7% = +19 percentage points. For the US alone in 2025 the figure was 7% - 25% = -18.
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25% of US brands saw their Forrester CX Index score decline in 2025, while 7% improved, according to Forrester.
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8% of European brands improved their Forrester CX Index score in 2026, while 1% declined, according to Forrester.
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7% of European brands improved their Forrester CX Index score in 2025, while 2% declined, according to Forrester.
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19% of Asia Pacific brands saw their Forrester CX Index score fall in 2026, while 7% improved, according to Forrester.
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The net share of Asia Pacific brands improving their Forrester CX Index score was minus 12 percentage points in 2026, calculated by StatisticsGlobal from Forrester data.
How we calculated it: Share improving minus share declining, Asia Pacific (57 brands rated in both years): 7% - 19% = -12 percentage points. Forrester did not publish an improved share for the region in 2025, so no 2025 net figure is calculated.
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37% of brands in Australia, Singapore and India saw their Forrester CX Index score fall in 2025, according to Forrester.
| Region | Year | Improved | Declined | Unchanged | |
|---|---|---|---|---|---|
| Worldwide | 2025 | 6% | 21% | 73% | |
| Worldwide | 2026 | 20% | 8% | Not published | |
| US | 2025 | 7% | 25% | Not published | |
| US and Canada | 2026 | 26% | 7% | 68% | |
| Europe | 2025 | 7% | 2% | 90% | |
| Europe | 2026 | 8% | 1% | 91% | |
| Australia | India and Singapore | 2025 | Not published | 37% | 58% |
| Australia | India and Singapore | 2026 | 7% | 19% | 74% |
Brand loyalty statistics 2026
SAP Emarsys has tracked brand loyalty across the same core markets since 2021. Its 2025 survey of 10,006 consumers in the US, UK, Germany, Australia and Taiwan is the latest edition.
Overall loyalty is steady but its quality is slipping. 68% of consumers said they were loyal to specific brands in 2025, close to 69% in 2024. But true loyalty fell from 34% to 29%. SAP Emarsys calls the 5-point fall the most significant drop since the index began. In relative terms it is a fall of 14.7%. Incentivised loyalty, at 48%, is now 1.7 times as common.
SAP Emarsys added a new type in 2025, trend loyalty, for short bursts of loyalty driven by what is popular. 14% of consumers fit it. Brand names matter less than many marketers assume: 64% of consumers ignore them when buying consumer products.
Country results moved in different directions. Loyalty rose in the US, from 69% to 73%, and in Germany, from 61% to 66%, the largest rise. It was flat in the UK at 67% and slipped in Australia to 65%. Poor targeting hurts: 60% of consumers say most marketing emails they get are not relevant to them.
- True loyalty
- Incentivised loyalty
Source: SAP Emarsys, Customer Loyalty Index 2025, September 2025.
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68% of consumers in five countries were loyal to specific brands in 2025, down from 69% in 2024, according to SAP Emarsys.
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29% of consumers in five countries showed true brand loyalty in 2025, down from 34% in 2024, according to SAP Emarsys.
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True brand loyalty fell 14.7% in relative terms between 2024 and 2025, calculated by StatisticsGlobal from SAP Emarsys data.
How we calculated it: Share of consumers with true loyalty: 29% in 2025 versus 34% in 2024. (34 - 29) / 34 = 14.7% relative fall, or 5 percentage points.
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48% of consumers in five countries showed incentivised loyalty in 2025, according to SAP Emarsys.
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Incentivised loyalty was 1.7 times as common as true loyalty among consumers in five countries in 2025, calculated by StatisticsGlobal from SAP Emarsys data.
How we calculated it: Share showing incentivised loyalty 48% / share showing true loyalty 29% = 1.66, rounded to 1.7. Consumers can fall into more than one loyalty type.
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14% of consumers in five countries were classed as trend loyal in 2025, according to SAP Emarsys.
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73% of US consumers were loyal to specific brands in 2025, up from 69% in 2024, according to SAP Emarsys.
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66% of German consumers were loyal to specific brands in 2025, up from 61% in 2024, according to SAP Emarsys.
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67% of UK consumers were loyal to specific brands in 2025, unchanged from 2024, according to SAP Emarsys.
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65% of Australian consumers were loyal to specific brands in 2025, down from 66% in 2024, according to SAP Emarsys.
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Germany had the largest rise in brand loyalty of the four countries tracked by SAP Emarsys in both 2024 and 2025, 5 points, calculated by StatisticsGlobal from SAP Emarsys data.
How we calculated it: Change in share loyal to specific brands, 2024 to 2025: Germany +5 (61% to 66%), US +4 (69% to 73%), UK 0 (67%), Australia -1 (66% to 65%). Taiwan has no 2024 figure.
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64% of consumers in five countries ignored brand names when buying consumer products in 2025, according to SAP Emarsys.
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60% of consumers in five countries said most marketing emails they received were not relevant to them in 2025, according to SAP Emarsys.
| Loyalty type | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|
| Loyal to specific brands (overall) | 68% | 77% | 67% | 69% | 68% |
| True loyalty | 27% | 29% | 31% | 34% | 29% |
| Incentivised loyalty | 45% | 56% | 48% | 50% | 48% |
| Inherited loyalty | 27% | 21% | 23% | 23% | 24% |
| Silent loyalty | 53% | 52% | 56% | 53% | 52% |
| Ethical loyalty | 24% | 26% | 28% | 30% | 27% |
How these sources measure customer loyalty
No official body measures customer loyalty. Every figure here comes from a consultancy, a research firm, a vendor or a company report, and each one measures something different.
Deloitte surveyed 5,564 US adults who belong to at least one programme, online, in September and October 2025. Questions about engagement refer to each person's favourite brand's programme, and Deloitte notes results may differ for less-preferred programmes. Bond Brand Loyalty surveyed 20,591 US programme members in January to March 2026. Both surveys cover members only, so they describe people who already use programmes.
Forrester's CX Index is based on customer ratings of brands: more than 224,000 customers and 462 brands in 2026. It reports only statistically significant changes, and the brand mix differs a little each year. The 2026 global figures come from a separate press release that covers brands rated in both 2025 and 2026.
Antavo and SAP Emarsys sell loyalty and customer engagement software. Antavo's release does not give fieldwork dates or countries for its 10,000 consumers. SAP Emarsys ran its survey in five countries in June 2025, and its loyalty types are its own categories. Starbucks and McDonald's figures are company-reported, unaudited operating metrics with their own definitions of an active member.
Frequently asked questions
How many loyalty programmes does the average person belong to?
The average US programme member was enrolled in 8 programmes in 2025 and actively used 5, according to Deloitte. Bond Brand Loyalty reports 17.4 programmes per consumer in the US and Canada, because it counts all programme participation.
Is customer loyalty declining?
Deeper loyalty is. True brand loyalty fell from 34% of consumers in 2024 to 29% in 2025, according to SAP Emarsys, while overall loyalty to specific brands held at 68%. Loyalty driven by rewards and discounts is now 1.7 times as common as true loyalty.
Do loyalty programmes increase spending?
56% of US members spent more because of a programme in 2025, according to Deloitte, and 73% did in Bond's 2026 survey. Starbucks Rewards members made up 59% of tender dollars at US company-operated Starbucks stores in fiscal Q3 2026.
Is customer experience getting better or worse than last year?
Better. 20% of brands improved their Forrester CX Index score in 2026 and 8% declined. In 2025, 21% declined and 6% improved. Asia Pacific is the exception, with 19% of brands declining in 2026.
Which countries have the most brand-loyal consumers?
Among the five countries in the SAP Emarsys 2025 survey, the US was highest, with 73% of consumers loyal to specific brands. The UK was at 67%, Germany and Taiwan at 66%, and Australia at 65%.
Why do people stop using loyalty programmes?
Slow rewards top the list. 49.1% of US consumers say rewards take too long to earn, 41.1% are frustrated by expiring points and 38.9% find rewards unattractive, according to Antavo. Only 3.4% of consumers actively opt out of programmes.
Sources
- Deloitte, Reshaping loyalty programs in an era of value seeking (2025 Consumer Loyalty Program Survey), 12 January 2026, accessed 3 November 2026. Link · Saved data copy
- Bond Brand Loyalty, The Bond Loyalty Report 2026 (press release: Loyalty Decoded), 3 June 2026, accessed 3 November 2026. Link · Saved data copy
- SAP Emarsys, Customer Loyalty Index 2025, September 2025, accessed 3 November 2026. Link · Saved data copy
- Forrester, Forrester Reveals The Top 10 Highest Performing Brands In Its 2026 Global Total Experience Score Rankings, 9 June 2026, accessed 3 November 2026. Link · Saved data copy
- Bond Brand Loyalty (with Visa), The Bond Loyalty Report, released in collaboration with Visa (press release), 1 August 2025, accessed 3 November 2026. Link · Saved data copy
- Antavo, Antavo Global Customer Loyalty Report 2026 (press release via Business Wire), 3 February 2026, accessed 3 November 2026. Link · Saved data copy
- Antavo, Antavo Global Customer Loyalty Report: US loyalty points findings (press release via Business Wire), 3 February 2026, accessed 3 November 2026. Link · Saved data copy
- Starbucks, Starbucks Card, Loyalty & Mobile Dashboard, Q3 FY26, 7 July 2026 (data to 28 June 2026), accessed 3 November 2026. Link · Saved data copy
- McDonald's, McDonald's Reports Second Quarter 2026 Results (Exhibit 99.1), 4 August 2026, accessed 3 November 2026. Link · Saved data copy
- Forrester, Forrester's 2025 Global Customer Experience Index Rankings (press release), 24 June 2025, accessed 3 November 2026. Link · Saved data copy
- Forrester, Have We Turned The Corner On CX Quality? (CX Index 2026 results), 8 June 2026, accessed 3 November 2026. Link · Saved data copy
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