The loyalty market in Brazil generated R$ 5.2 billion in revenue in the first half of 2024, a 14% increase compared to the same period of the previous year. This is the estimated average annual growth rate until 2026. The data are from the Brazilian Association of Loyalty Market Companies (Abemf).
According to the entity, the number of people in the country participating in loyalty programs is also increasing. In the most recent survey, regarding the first quarter of 2024, there were 315.9 million participants, an increase of 3.1% compared to the same period of the previous year.
This scenario and, mainly, the projection that in 2025 and 2026, according to Abemf, there will be growth, motivate sector players to seek to understand what is likely to drive consumers to adopt loyalty initiatives.
According to a second survey conducted by Antavo, Global Loyalty Trends 2025, business spending on loyalty reached its highest level in the last four years, with loyalty program owners allocating 31.4% of their total marketing budget to customer loyalty and embracing artificial intelligence to further personalize their communications.
This strategy helps to increase the revenue generated by brands, since it is easier to seek recurrent purchases from an already acquired customer than to seek new consumers.
Open Loyalty's Loyalty Program Reports 2025 points out, for example, three trends in consumer preference: gamification, that is, rewards based on game logic; rewards based on lived experiences; and, finally, the indication that exclusive rewards – not necessarily monetary – need to be memorable.
Understanding these perspectives and the potential for expansion of the Brazilian loyalty market, the Minas Gerais startup Alloyal, specialized in loyalty program technologies, has been innovating in the market and helping companies of all sizes in retaining and acquiring their customers by offering a personalized loyalty program solution.
The startup recently announced a partnership with Azul Linhas Aéreas offering the possibility of exchanging cashback accumulated on purchases in the client companies' own apps for Azul Fidelidade points.
“Alloal wants to popularize loyalty in Brazil, bringing together partnerships between major brands such as Magalu, Amazon, LG, Burger King and several Brazilian pharmacies with companies of all sizes. Azul Linhas Aéreas, for example, will allow these companies to offer a benefit that adds value to the user and acts as a major competitive differentiator, in addition to helping the Brazilian people travel,” argues Alloyal CEO Aluísio Cirino.
