Loyalty market in Brazil grows in revenue and in number of participants

The loyalty market in Brazil earned, only in the first half of 2024, R$ 5.2 billion, growth of 14% compared to the same period of the previous year. This is the average annual expansion rate estimated for up to 2026. The data are from the Brazilian Association of Companies in the Loyalty Market (Abemf).

The number of people in the country participating in loyalty programs has also been growing.In the most recent survey, referring to 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, especially, the projection that in 2025 and 2026, according to Abemf, there will be growth, impelling industry players to seek to understand what tends to motivate consumer adherence to loyalty initiatives. 

According to research conducted by Antavo, Global Loyalty Trends 2025, business spending on loyalty has reached the highest value in the last four years, with loyalty program owners allocating 31.4% of their total marketing budget to consumer loyalty and embracing artificial intelligence to further personalize their communications.

This strategy helps increase the revenue generated by brands, since it is easier to seek the recurrence of purchase from an already conquered customer than to seek new consumers.

Open Loyalty Program Reports 2025 points out, for example, three consumer preference trends: gamification, that is, rewards based on the logic of games; rewards based on experiences lived; and, finally, the indication that exclusive rewards (not necessarily monetary (NEED need to be memorable.

Understanding these perspectives and the potential for expansion of the Brazilian loyalty market, the mining startup Alloyal, specialized in technologies for loyalty programs, has been innovating in the market and helping companies of all sizes in the retention and acquisition of their customers by offering a customized loyalty program solution.

Recently the startup announced a partnership with Azul Airlines offering the possibility of exchanging the cashback accumulated in purchases in the customer companies' own applications in points in Azul Fidelidade.

“A Alloyal wants to popularize loyalty in Brazil, bringing the partnership between major brands such as Magalu, Amazon, LG, Burger King and several Brazilian pharmacies with companies of the most varied sizes. Azul Airlines, for example, will allow these companies to offer a benefit that adds value to the user and acts as a great competitive differential, in addition to helping the Brazilian people to travel”, argues Alloyal CEO, Aluisio Cirino.