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Share of consumers who considered themselves loyal to certain retailers, brands, or stores in the United Kingdom (UK) as of June 2024, by loyalty type

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Sources

Release date

September 2024

Region

United Kingdom

Survey time period

June 12 to 17, 2024

Number of respondents

2,010 respondents

Supplementary notes

The source defines the types of loyalty as follows:

  • incentivized: "developed by offering customers cost-saving or value-adding incentives like discounts and rewards,"
  • inherited: "based on a brand’s tradition or long-standing heritage, or can be built through associations with other brands,"
  • silent: "when a customer demonstrates loyalty to a brand that they would not endorse or advocate for publicly,"
  • ethical: "when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues,"
  • true: "unwavering, unshakable loyalty built on trust, love, and devotion to a brand."

Citation formats

Level of consumer brand loyalty in the UK 2024, by type

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 27, 2025

During a 2024 survey, ** percent of respondents stated they were silently loyal to certain brands. Brands managed to incentivize loyalty in just under ** percent of respondents. 

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Topics

Loyalty programs in the United Kingdom (UK)Advertising in the UKDigital marketing in the UKDigital advertising in the UKLoyalty programs in the U.S.
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