New Mando and YouGov Analysis Launched
Mando and YouGov have simply launched the fourth version of their “Understanding Loyalty in Europe” whitepaper. This newest analysis offers loyalty entrepreneurs throughout Europe with a complete and up-to-date image of loyalty engagement throughout the continent, overlaying programme membership, attraction and affect throughout 24 European markets. As with earlier editions, the information is dropped at life by a group of main European loyalty specialists who present market-specific commentary, case research and key predictions for 2026 and past, alongside deep dives into three of the most popular subjects in loyalty advertising and marketing proper now: gamification, partnerships and proving ROI.
The Analysis Highlights
The headline discovering is that loyalty programme membership throughout Europe now sits at 63.3%. Nearly all of adults in most markets at the moment are members of a minimum of one loyalty programme. This peaks in Finland (88.7%), Nice Britain (86.1%) and Norway (83.8%), and stays lowest in Turkey (23.8%), Bulgaria (44.4%) and Romania (44.5%).
Programme attraction additionally continues to develop. 59.5% of adults throughout Europe now suppose loyalty programmes are an effective way to reward clients, up from 55.4% in 2024. The British stay the most important followers at 74.6%, adopted by the Irish (72.4%), the Polish (69.3%) and the Germans (67.6%). On the different finish of the size, the Danish stay the least enthusiastic at 38.6%, alongside the Turkish (47.1%) and the Dutch (47.8%).
The analysis additionally investigates 4 key affect datapoints spanning transactional and emotional KPIs: affect on loyalty, spend, emotional connection and suggestion. In 2026, 41.9% of members say loyalty programmes make them extra loyal, 35% say they spend extra, 33.3% really feel extra emotionally related and 34.5% usually tend to suggest a model when a member of its programme. While total affect stays optimistic, the information reveals necessary nuances by market which might be explored intimately within the paper.
Case Research, Market Specialists and Business Deep Dives
The place this analysis actually comes into its personal is within the depth of skilled commentary. The paper contains deep dive market case research for Nice Britain, Denmark, Sweden, Norway, Poland, Czech Republic, Hungary, Italy, Spain, Switzerland, Germany, France and the Netherlands, alongside two programme three business matter discussions and two case research from Miles & Extra and The Coca-Cola Firm’s new EU-wide loyalty programme, The Membership.
3 Large Insights from the Analysis
1. Membership is rising however the engagement hole is widening
Throughout Europe, loyalty programme membership continues to rise however enrolment and energetic participation are more and more various things. Markets like France (+4pts to 77%) and Germany (+3pts to 63%) are seeing membership climb, but affect metrics are softening in each. France’s loyalty skilled, Michael Flacandji, describes a shift from energetic loyalty in direction of passive enrolment, whereas Germany’s knowledge reveals a paradox of document excessive membership alongside a pointy decline in spend affect. The message is evident: getting customers to hitch is not the onerous half. Getting them to genuinely interact is.
2. Some markets are approaching saturation
With Finland at 89% and Nice Britain at 86%, some markets are approaching the ceiling of what membership development can obtain. Sweden has already seen complete memberships decline as customers strategically prune their loyalty portfolios, deepening engagement with a choose few programmes fairly than accumulating extra. This focus of pockets share development is among the most important alerts on this 12 months’s knowledge and one which loyalty entrepreneurs in different maturing markets would do effectively to observe intently.
3. Emotional connection stays the massive unlock
Maybe essentially the most constant discovering throughout all 4 editions of this analysis is that while programmes do an inexpensive job of driving transactional behaviour, most nonetheless battle to construct real emotional connection. Solely 33.3% of members throughout Europe report feeling extra emotionally related to a model on account of loyalty membership. Markets like Denmark the place simply 25% report elevated loyalty regardless of 66% membership illustrate the problem most starkly. The programmes highlighted as ones to observe on this paper, from Gail’s in Britain to ICA Stammis in Sweden to Żappka in Poland, are these efficiently bridging the hole between utility and emotion.
For extra insights and a deep dive into all 24 European markets, obtain the total whitepaper right here.
