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On the one hand, we see an increasing ‘density’ of the average user’s loyalty portfolio, and on the other, stabilisation of the indicators that a few years ago we treated as litmus tests for future growth.
The latest wave of the H2H.tech Loyalty Insight 2025 study shows that category users declare participation in over 12 loyalty programmes on average (the response is supported by the presentation of the logos of individual programmes). Spontaneously, participants remember 4 loyalty programmes (Top of Mind), of which they declare active participation in more than 3.
All of these measures have shown steady increases over recent years. The Polish loyalty portfolio is becoming more and more ‘stuffed.’ It is also important that the share of ‘theoretical’ users—people who, despite registering, are not active in any programme—is decreasing and is currently at a very low level of 3%. This means that a loyalty programme is no longer an addition to a relationship with a brand, but for many Poles it has become a standard and expected element of it.
Analysing the Comarch report ‘Customer Loyalty Predictions 2025 and Beyond’ (covering 15 countries on 4 continents), which indicates that globally consumers participate in almost 11 loyalty programmes on average, we see that Poland, with a level of over 12 programmes per person, is above the global average. Moreover, the Comarch report shows clear differences between markets: in Brazil, the average consumer is a member of approximately 14 programmes, in Saudi Arabia—13, while in a mature, highly saturated market like the United Kingdom, it is approximately 8 programmes per person. The authors describe this divide as a clash between ‘loyalty exuberance’ (enthusiastic, rapidly growing engagement in emerging markets) and ‘loyalty fatigue’ (a more selective approach and mild fatigue with programmes in mature markets). Poland, looking at the level of participation, is now closer to the first group—high membership numbers and growing activity—than to markets where consumers are starting to reduce their ‘loyalty portfolio’ to a few selected brands.
It is worth noting, however, that although we declaratively have a dozen or so cards in this portfolio (physical or digital), the real, mental space of the user is actually limited to 3-4 programmes. These are the ones you can name, explain and return to. Global reports confirm this trend: customers are joining, but not necessarily engaging. In The Bond Loyalty Report 2024 we read that the importance of loyalty as an element of brand relationships is growing, while the level of actual participation in programmes remains relatively flat. In short, the growing number of programme participants is not yet a competitive advantage—marketers must fight for awareness, activity and engagement.
The openness to new programmes indicator (‘I would like to participate in more programmes than I currently do’) is a good indicator of the category’s potential. After the next wave of the Loyalty Insight survey, we see that it remains at a very similar level – in recent years, T2B (definitely + rather yes) has oscillated between 56% and 62%.
This is important for two reasons:
Additionally, consumers still prefer loyalty programmes to other mechanisms offered by chains. This is an advantage that is slowly fading away, but is still very important (60% prefer programmes to price reductions, and almost 70% to contests or lotteries).
The structure of participation in loyalty programmes in Poland remains very logical from the perspective of the frequency of purchases and the share of a given category in the household budget. In 2025, among the programme participants:
The food industry remains the undisputed leader in loyalty penetration—here, loyalty programmes are practically the market standard. Just look at the podium of the most popular programmes in Poland, where first and second place are taken by „Moja Biedronka” and „Lidl Plus”, respectively.
However, an even more interesting observation is the level of participation in programmes from the Marketplace category—the presence of strong e-commerce players with subscription loyalty offers has made the programmes of these entities mentioned by half of the participants of loyalty programmes in Poland. At this point, applause for the bronze medal winner goes to the „Allegro Smart” scheme. Adding to this the share of multi-partner programmes (35%), it can be said that loyalty is moving towards ecosystems—places where the consumer can implement the earn&burn function of a loyalty programme in many life contexts. This trend is also visible in standalone programmes, which increasingly offer their users discounts from partners (from other industries). Examples of such activities include Benefit Plus at Lidl or the Partner Zone at Żappka.
1. The number of members is not enough
In a world where the average participant has more than 12 programmes in their portfolio, the measure of ‘active participation’ becomes crucial—the number of actual, repeated interactions, redemptions, or participation in special events.
2. Marketplaces are changing the rules of the game
The strong presence of marketplaces (as well as the functioning of multi-partner programmes or partner zones) means that an increasing part of loyalty ‘happens’ outside of a single brand.
3. High-frequency categories need to look beyond points for advantage
Having a programme is the norm for grocery stores, chemist’s and petrol stations. The next wave of growth will not come from ‘more of the same.’ Both Polish and foreign reports show that the coming years will belong to programmes that can combine rational benefits with experience. They will ensure a strong transactional backbone of the programme, but will also develop elements such as personalisation of the offer and communication, emotional elements in the customer experience, and convenience and simplicity of use.
Important methodological asterisk: why are the numbers rising?
In some industries, we see significant increases in the share of participants—sometimes by several percentage points year on year (e.g. food service, petrol stations). The situation is tempting to immediately announce an ‘explosion of loyalty’ in these segments—but this is where our research brake comes in, because in 2025:
This means that part of the increase in a given industry’s participation is the result of actually greater penetration (because customers actually join programmes more often), and part of it is the result of brands being better ‘reminded’ to respondents thanks to a more extensive list of brands.
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Administratorem Pana/Pani danych osobowych jest Human2Human Sp. z o.o. z siedzibą w Poznaniu, przy ul. Bastionowej 37, 61-663 Poznań (dalej „Administrator”). Administrator wyznaczył Inspektora Ochrony Danych, z którym można skontaktować się we wszystkich sprawach związanych z przetwarzaniem Pani/Pana danych osobowych pod adresem mailowym: m.soczko@h2h.tech.
Pani/Pana dane osobowe będą przetwarzane w celu umożliwienia przesłania raportu, na podstawie art. 6 ust. 1 lit. a RODO, tj. zgody osoby, której dane dotyczą oraz wysyłki informacji marketingowych drogą elektroniczną, w przypadku wyrażenia dodatkowej zgody.
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W zakresie wynikającym z RODO, przysługuje Pani/Panu prawo do dostępu do treści danych osobowych, w tym uzyskania kopii danych, żądania sprostowania lub uzupełnienia danych osobowych, żądania usunięcia danych osobowych, żądania ograniczenia przetwarzania danych, wyrażenia sprzeciwu wobec przetwarzania, przenoszenia danych. W przypadku uznania, iż przetwarzanie Pani/Pana danych osobowych przez Administratora narusza przepisy o ochronie danych osobowych, przysługuje Pani/Panu prawo do wniesienia skargi do Prezesa Urzędu Ochrony Danych Osobowych.
Administratorem danych osobowych jest Human2Human Sp. z o.o. z siedzibą przy ul. Bastionowa 37, 61-663 Poznań. Wysłanie poczty elektronicznej lub tradycyjnej jest równoznaczne z wyrażeniem zgody na kontakt w celu udzielenia odpowiedzi, w tym przedstawienia oferty produktów i usług Administratora, zgodnie z art. 6 ust. 1 lit. a ogólnego rozporządzenia o ochronie danych osobowych z dnia 27 kwietnia 2016 r. (dalej RODO). Następnie dane osobowe mogą być przetwarzane w celu zawarcia i realizacji umowy (zgodnie z art. 6 ust. 1 lit. b RODO) lub w związku z jej zawarciem, jeśli stroną umowy jest osoba prawna (przetwarzanie danych kontaktowych jest wówczas prawnie uzasadnionym interesem Administratora, zgodnie z art. 6 ust. 1 lit. f RODO).
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Ma Pan/Pani prawo dostępu do treści swoich danych, w tym uzyskania ich kopii oraz prawo ich sprostowania, usunięcia, ograniczenia przetwarzania, prawo do przenoszenia danych, prawo wniesienia sprzeciwu oraz prawo do cofnięcia zgody (np. w ten sam sposób, w jaki została wyrażona); a ponadto, prawo wniesienia skargi do organu nadzorczego, tj. Prezesa Urzędu Ochrony Danych Osobowych, w przypadku uznania, iż przetwarzanie Pana/Pani danych osobowych narusza przepisy RODO.