Buyer loyalty has moved from a advertising tactic to a board-level precedence.
However what does loyalty really appear like in 2026 – from either side of the connection?
To reply that query, we surveyed 2,400 shoppers who often buy well being, magnificence, and wellness merchandise and 600 direct-to-consumer manufacturers working throughout the identical classes and markets.
In complete, the analysis captures 3,000 voices throughout six nations, providing a side-by-side view of how clients and types expertise loyalty at present.
The aim was easy:
- Perceive what retains clients loyal
- Determine the place manufacturers are investing
- Reveal the place expectations align and the place they don’t
What we discovered is each encouraging and revealing.
Loyalty is almost common in principle, however execution is way much less constant in apply.
Practically each model we surveyed (98%+) says buyer loyalty will likely be essential to their success over the following two to a few years. Retention barely outranks acquisition as a progress precedence, notably amongst bigger manufacturers.
On the identical time, clients are displaying sturdy loyalty behaviors:
- 64% repurchase from a favourite model each month
- 90%+ say feeling acknowledged as a loyal buyer issues to them
- 91% are keen to share preferences in alternate for higher rewards
The urge for food for loyalty is clearly there. However there may be additionally a spot.
67% of shoppers imagine manufacturers prioritize new clients over current ones.
That notion, particularly amongst frequent consumers, will be the defining loyalty sign of 2026.
This text breaks down a very powerful findings from the total State of Buyer Loyalty 2026 report, highlighting the place manufacturers and clients agree, the place they diverge, and what which means for ecommerce groups heading into the following 12 months.
The 5 key buyer loyalty findings of 2026
1. 67.3% of shoppers imagine manufacturers worth new consumers greater than loyal ones
Although practically 7 in 10 manufacturers report splitting their funds evenly between acquisition and retention, most clients don’t really feel that stability.
Two-thirds of shoppers agree that manufacturers prioritize new clients over current ones. That notion is strongest amongst frequent consumers – the purchasers who repurchase month-to-month and generate essentially the most predictable income.
This disconnect suggests a communication and expertise hole.
Retention could also be a strategic precedence internally, however the advantages usually are not constantly seen on the buyer degree. Early-access perks, recognition, standing progress, or personalised rewards could exist — but if they’re refined, delayed, or buried in promotional messaging, they fail to counteract the very seen incentives provided to new clients.
When new consumers obtain clear reductions and welcome incentives, whereas loyal clients obtain incremental or hard-to-earn rewards, the notion of imbalance turns into nearly inevitable.
The difficulty isn’t whether or not manufacturers spend money on loyalty. It’s whether or not clients can see the outcomes.
2. 64% of consumers repurchase not less than month-to-month — loyalty is already habit-driven
Buyer loyalty in well being, magnificence, and wellness shouldn’t be a uncommon final result. It’s routine habits.
Multiple-third buy weekly, and practically two-thirds repurchase from a favourite model each month. In different phrases, most clients in these classes already function on predictable replenishment cycles.
This frequency adjustments the dialog.
Manufacturers typically deal with loyalty as one thing to construct from scratch. In actuality, repeat buying is already occurring. The chance lies in reinforcing and stabilizing that habits, not creating it.
When shopping for patterns are month-to-month, reminders, replenishment nudges, and recognition milestones can align naturally with buyer routines. However when loyalty packages are disconnected from utilization cycles, they threat changing into summary level techniques slightly than sensible instruments that help current habits.
Excessive-frequency buying creates supreme circumstances for retention methods.
Loyalty packages work finest after they observe buyer habits, not after they attempt to reshape it.
3. 91% of shoppers are keen to share private preferences for higher rewards
One of the crucial frequent challenges manufacturers cite in constructing loyalty is lack of buyer information.
But on the shopper aspect, resistance to sharing data is remarkably low.
Greater than 9 in 10 consumers say they’d positively or in all probability share private preferences, akin to pores and skin kind or well being targets, if it ends in extra related rewards or presents. Throughout age teams, the numbers stay constantly excessive.
This implies the barrier shouldn’t be privateness fatigue or unwillingness to interact. It’s worth readability.
Prospects are open to sharing data when the alternate is clear and speedy. When preferences are collected however not mirrored in future communication, the perceived worth disappears. Over time, requests for information can begin to really feel extractive slightly than useful.
The chance is simple.
Choice information doesn’t have to be complicated to be efficient. A small variety of well-used indicators can dramatically enhance relevance, cut back generic promotions, and make loyalty really feel private slightly than transactional.
Information willingness shouldn’t be the constraint. Seen utility is.
4. Prospects desire e-mail for loyalty — manufacturers rank social as simplest
There’s a refined however significant channel hole between clients and types.
When requested how they like to listen to from their favourite well being, magnificence, and wellness manufacturers, shoppers rank e-mail first. Social media and cell app notifications observe, with SMS additional behind.
Manufacturers, nevertheless, inform a barely completely different story. When requested which channels are simplest at driving loyalty and repeat purchases, social media ranks on the prime, with e-mail coming second.
The distinction could appear small. Strategically, it isn’t.
Loyalty is dependent upon visibility and consistency. If clients desire to obtain recognition, rewards, and updates via e-mail however manufacturers focus loyalty messaging elsewhere this system dangers changing into fragmented or more durable to note.
This hole turns into extra necessary as acquisition channels develop extra risky. Social platforms are highly effective for discovery and engagement, however they’re rented environments ruled by algorithms.
Email marketing stays an owned channel, the place manufacturers management timing, frequency, and personalization extra straight.
If loyalty messaging lives primarily in rented channels, its visibility will at all times be unstable.
5. 93% of shoppers would be part of VIP or unique experiences — solely 12% of manufacturers provide them
Prospects present a powerful urge for food for recognition past reductions.
When requested whether or not they would take part in unique experiences or recognition packages provided by their favourite manufacturers, greater than 9 in 10 shoppers say they’d be very or considerably prone to be part of.
The curiosity is broad and constant throughout age teams and buy frequency ranges.
On the model aspect, nevertheless, adoption stays restricted. Solely a small minority report operating VIP or experiential loyalty initiatives. Most packages nonetheless middle on reductions, factors, or tiered rewards.
This creates a structural imbalance.
Prospects point out they worth recognition, standing, and unique entry. Manufacturers typically reply with monetary incentives. Whereas reductions can drive short-term habits, they don’t at all times construct long-term differentiation.
In classes the place buy frequency is already excessive, experiential parts — early entry, member-only drops, precedence help, or unique content material — could create clearer indicators of appreciation with out relying solely on margin stress.
Buyer demand for recognition is already established. The following transfer is for manufacturers to match it.
Taken collectively, these findings level to a constant theme: buyer loyalty in 2026 shouldn’t be restricted by buyer curiosity. It’s formed by design decisions.
Prospects already purchase ceaselessly. They’re open to sharing preferences. They’re keen to interact in recognition-based packages. They usually have clear channel preferences. The muse for sturdy loyalty is current.
The gaps emerge in execution — in visibility, alignment, and expertise.
When loyalty advantages are tough to see, when packages are disconnected from buy rhythm, when personalization is underutilized, or when communication occurs within the fallacious channel, retention methods lose readability.
The problem transferring ahead is much less about convincing clients to be loyal — and extra about constructing techniques that mirror how they already behave.
The place manufacturers and clients diverge – and why it issues
Individually, every discovering highlights a particular hole. Collectively, they reveal a broader sample in how loyalty is skilled.
On the model aspect, loyalty is clearly a precedence. Budgets are allotted. Groups are assigned. Automation is in place. Retention is well known as a long-term progress lever.
On the shopper aspect, loyalty can be lively. Shopping for frequency is excessive. Willingness to interact is robust. Openness to sharing preferences is widespread. Curiosity in recognition-based packages is obvious.
But the expertise doesn’t at all times mirror that alignment.
Prospects typically understand that new consumers obtain extra seen advantages. Manufacturers imagine they’re investing in retention. Prospects categorical clear channel preferences. Manufacturers emphasize completely different ones. Prospects present curiosity in recognition and exclusivity. Packages ceaselessly middle on reductions and factors.
These variations usually are not dramatic in isolation. However collectively, they form how loyalty is perceived.
- When acquisition incentives are louder than retention advantages, notion shifts.
- When packages are indifferent from predictable shopping for cycles, engagement weakens.
- When desire information is collected with out seen personalization, relevance declines.
- When communication occurs exterior most popular channels, visibility suffers.
Over time, these small misalignments cut back readability and affect.
Loyalty performs most successfully when program design, communication, and buyer habits transfer in the identical route.
What this implies for loyalty technique in 2026
The findings counsel that loyalty in 2026 will likely be much less about launching new mechanics and extra about refining alignment.
Most manufacturers have already got packages in place. The infrastructure exists. The following section is about readability — making certain that what’s constructed internally interprets into one thing clients clearly expertise.
Three shifts stand out.
First, visibility issues as a lot as funding. Retention budgets and automation flows usually are not inherently persuasive. Loyalty advantages have to be recognizable, speedy, and simple to know. If acquisition incentives stay extra seen than retention rewards, notion will proceed to skew towards new clients.
Second, loyalty ought to observe habits, not try and override it. In high-frequency classes, shopping for rhythms are already established. Packages that align with these rhythms — via replenishment timing, milestone recognition, and contextual communication — strengthen habits slightly than compete with them.
Third, relevance have to be demonstrable. Prospects are open to sharing preferences, however they anticipate that data to form their expertise rapidly. Personalization can’t stay theoretical. Even small indicators, when utilized constantly, cut back generic messaging and reinforce belief.
Lastly, channel technique turns into extra necessary as acquisition grows extra fragmented. Owned communication environments present stability and management. When loyalty messaging is anchored in channels clients desire and actively use, visibility improves with out growing noise.
Taken collectively, these shifts level towards a extra disciplined method to retention. The chance is to not make loyalty extra complicated, however to make it extra coherent.
The info behind the research
These findings are drawn from the 2026 State of Buyer Loyalty Report, based mostly on responses from 2,400 shoppers and 600 direct-to-consumer manufacturers throughout six markets within the well being, magnificence, and wellness sectors.
Collectively, they signify 3,000 views on how loyalty is perceived, constructed, measured, and skilled at present.
The complete report explores:
- How retention priorities differ by firm dimension
- The place Gen Z and Millennials behave otherwise
- Which loyalty approaches manufacturers are investing in
- The most important sources of friction inside current packages
- And the way manufacturers are measuring retention efficiency in apply
Buyer loyalty is now not a peripheral advertising tactic. It’s changing into a structural a part of how ecommerce manufacturers handle progress in an atmosphere the place acquisition prices fluctuate and platform management shifts.
Understanding the place clients and types align — and the place they diverge — is step one towards constructing loyalty techniques which are sturdy, seen, and measurable.
The whole 2026 Buyer Loyalty Report gives the total dataset, detailed breakdowns, and strategic evaluation behind the findings summarized right here.
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