Worldwide, Australia, Germany, United Kingdom, United States
Survey time period
2022 to 2024
Number of respondents
12,041 respondents
Age group
18 years and older
Special properties
among consumers
Supplementary notes
Source's definitions are as follows:
- incentivized loyalty: "developed by offering customers cost-saving or value-adding incentives like discounts and rewards"
- inherited loyalty: "based on a brand’s tradition or longstanding heritage, or can be built through associations with other brands"
- silent loyalty: "when a customer demonstrates loyalty to a brand that they would not endorse or advocate for publicly"
- ethical loyalty: "when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues"
- true loyalty: "unwavering, unshakeable loyalty built on trust, love, and devotion to a brand—the holy grail of customer loyalty, and what all brands aspire to achieve"
Citation formats
Level of consumer brand loyalty worldwide 2021-2024, by type
During a 2024 survey, it was found that ** percent of responding consumers from Australia, Germany, the United Kingdom, and the United States were truly loyal to a certain retailer, brand, or store. A year earlier, the share stood at 31Â percent.
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SAP Emarsys. (May 19, 2025). Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024, by type [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 20, 2026, from /statistics/1459530/consumer-brand-loyalty-type-worldwide/
SAP Emarsys. "Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024, by type." Chart. May 19, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 20, 2026. /statistics/1459530/consumer-brand-loyalty-type-worldwide/
SAP Emarsys. (2025). Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024, by type. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 20, 2026. /statistics/1459530/consumer-brand-loyalty-type-worldwide/
SAP Emarsys. "Share of Consumers Who Considered Themselves Loyal to Certain Retailers, Brands, or Stores Worldwide from 2021 to 2024, by Type." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 May 2025, /statistics/1459530/consumer-brand-loyalty-type-worldwide/
SAP Emarsys, Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024, by type ÌÇÐÄÆƽâ°æ, /statistics/1459530/consumer-brand-loyalty-type-worldwide/ (last visited July 20, 2026)
Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024, by type [Graph], SAP Emarsys, May 19, 2025. [Online]. Available: /statistics/1459530/consumer-brand-loyalty-type-worldwide/
