Loyalty Apps for FMCG: High Reach, But Loyalty Is Eroding

Loyalty apps have become widespread and ubiquitous in the FMCG market. This is shown by the latest study, «Loyalty App Basics,» by YouGov Shopper, which was published in June 2026. According to the study, 89 percent of households now use at least one loyalty or retailer app. What was once considered a differentiating factor has long since become a standard part of the shopping experience.

Wide reach but low exclusivity in the FMCG loyalty app market

As digital offerings become more widespread, fragmentation is also on the rise. Today, 90 percent of loyalty app users use multiple apps simultaneously. However, a wide reach does not automatically translate to high loyalty—competition is increasingly shifting to the app ecosystem itself.

Daniel Schönknecht, Director of Advanced Solutions at YouGov, sums it up: «Today, apps ensure a presence in the market—but they no longer guarantee a competitive advantage. What matters most is whether you can create genuine relevance and added value in shoppers» everyday lives.”

Powerful Leverage—With Side Effects

According to the study, app users are considered particularly valuable customers: they shop more frequently, spend more, and are generally more loyal than non-users. However, this advantage proves to be fragile. According to the study, using even just a few additional apps leads to a significant drop in individual retailers’ share of sales. The first few additional apps, in particular, make the biggest difference—they increase price transparency and drastically reduce customer loyalty.

Emotional attachment remains weak

Another finding from the study is particularly revealing: While loyalty apps can be convincing on a rational level, emotional engagement remains weak. «They hardly spark any real enthusiasm among shoppers,» says Mark Wendlandt, Account Director at YouGov and co-author of the study. This is evident, among other things, in declining recommendation rates across many providers.

For retailers and manufacturers in the FMCG sector, this presents a clear challenge: In a saturated app market, they must identify key differentiators. The study provides in-depth insights into reach trends, user demographics, and competitive dynamics within digital customer engagement.

For more information on YouGov's «Loyalty App Basics» study, visit https://yougov.de available.