among consumers in the U.S., the UK, Germany, and Australia
Supplementary notes
* Survey count as of 2024. The 2023 sample included 10,057 general respondents across the UK, U.S., Germany and Australia. For 2022 and 2021, research was conducted with samples of 9,063 and 7,074 general respondents respectively across the UK, U.S., Germany, Australia, and France.Â
Citation formats
Level of consumer brand loyalty worldwide 2021-2024
In 2024, ** percent of consumers worldwide considered themselves loyal to a certain retailer, brand, or store. The loyalty level increased slightly from ** percent the previous year.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
SAP Emarsys. (May 19, 2025). Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1619226/consumer-brand-loyalty-level-worldwide/
SAP Emarsys. "Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024." Chart. May 19, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1619226/consumer-brand-loyalty-level-worldwide/
SAP Emarsys. (2025). Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1619226/consumer-brand-loyalty-level-worldwide/
SAP Emarsys. "Share of Consumers Who Considered Themselves Loyal to Certain Retailers, Brands, or Stores Worldwide from 2021 to 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 May 2025, /statistics/1619226/consumer-brand-loyalty-level-worldwide/
SAP Emarsys, Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024 ÌÇÐÄÆƽâ°æ, /statistics/1619226/consumer-brand-loyalty-level-worldwide/ (last visited July 29, 2026)
Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide from 2021 to 2024 [Graph], SAP Emarsys, May 19, 2025. [Online]. Available: /statistics/1619226/consumer-brand-loyalty-level-worldwide/
