Brazil leads the world in loyalty participation, boasting one of the highest loyalty memberships per person (among the researched countries). However, only 46% of consumers report that rewards influence their brand commitment. To turn sign-ups into lasting loyalty, brands must deliver digital-first, value-rich, and emotionally engaging programmes that balance convenience with meaningful rewards.
GLOThe Loyalty in Brazil 2025: Market Snapshot, produced by the Global Loyalty Organisation in collaboration with Comarch, reveals a nation of unparalleled enthusiasm for loyalty programmes—yet one where true brand commitment remains elusive. Brazilians average 14 memberships per person, the highest globally, but loyalty is often treated as a functional utility rather than an emotional bond. To secure long-term engagement, brands must pair seamless, mobile-first experiences with diverse rewards and genuine recognition.
Unlike markets dominated by a single sector, Brazil’s loyalty wallet is split among supermarkets (18%), airlines and airports (16%), and hotels (15%), with food & beverage and banking close behind. This competitive diversity offers opportunity but also fuels easy switching. Interestingly, 14% of Brazilians still belong to no loyalty programme, signaling room for growth even in a saturated environment.
Brazilians are motivated by a broad mix of factors—discounts, cashbacks, free shipping, social influence, VIP access, and aspirational travel rewards—each appealing to about a quarter of consumers. The top three favourite programmes are Livelo, Amazon Prime, and GOL’s Smiles, reflecting the mix of retail, digital, and travel influence.
When it comes to benefits, exclusive rewards and birthday/anniversary offers lead (59%), followed by frequent-purchase discounts and early sale access (51%). Yet loyalty here is conditional: 39% cite poor reward value and 33% cite complicated redemption as the main cancellation triggers. Brazilians expect both value and convenience, not one at the expense of the other.
Digital engagement is central. Mobile apps (48%) and social media (38%) outpace email and portals (35%), while 71% welcome personalisation, far above the global average. Brazilians are also more receptive to dynamic pricingthan peers, with 77% viewing it positively. Online shopping has overtaken physical retail as the main points-earning channel (28%), a trend rare outside the Gulf states.
However, only 46% say loyalty rewards influence brand commitment, compared with a global average of 51%. Many remain neutral, treating loyalty benefits as a pleasant bonus rather than a decision-maker. To bridge this gap, brands must combine functional rewards with emotional engagement, offering experiences that recognise, surprise, and connect.
Read full Market Snapshot here
Key Takeaways:
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Highest Global Participation: Brazilians average 14 memberships per person, the most in the world, but 14% still remain outside any programme.
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Diverse Sector Share: Supermarkets (18%), airlines (16%), and hotels (15%) dominate, with food & beverage and banking also strong.
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Multi-Factor Motivation: Six drivers—discounts, rewards, free shipping, peer influence, VIP access, and travel perks—carry nearly equal weight.
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Value & Convenience Balance: Poor reward value (39%) and complicated redemption (33%) are the top cancellation reasons.
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Digital-First Engagement: Mobile apps (48%) and social media (38%) lead; online shopping is the top points-earning channel (28%).
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Emotional Loyalty Gap: Only 46% link loyalty rewards to brand commitment; opportunity lies in pairing recognition and status with tangible benefits.
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Innovation-Friendly Market: Strong interest in mobile wallet integration, instant rewards, gamification, AR, and flexible redemptions.
This data paints Brazil as a high-energy, digitally savvy loyalty market with vast potential—but one where brands must fight to turn sign-ups into true, lasting advocacy.
Source: GLO
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