The 2026 Customer Loyalty Report
Brands across the health, wellness, and fitness industry
Learn about the top consumer loyalty drivers, preferred channels, and key frustrations. And how leading brands are allocating effort and investment between retention and acquisition to support growth.
of consumers say email is their #1 channel for loyalty communication
of consumers are open to sharing simple preferences if it improves reward relevance
of consumers cite product quality as the main driver of brand loyalty.
📌 What the data highlights
📊 40% of brands with over 50 million dollars in revenue rank retention as their top growth priority.
📈 57.8% of consumers are in 3 or more loyalty programs
🔍 91% of participants value being treated as loyal customers.
🧾 99% of brands say loyalty will be important over the next 2-3 years.
📉 93% of consumers would likely join exclusive/VIP experiences, yet only ~12% of brands use these programs today.
Who we surveyed (method & sample)
The reports summarize the findings from 3000 voices across six markets, split to two sides :
2,400 consumers in health, beauty, and wellness across six markets (USA, UK, Germany, Spain, Italy, Romania). Most participants buy at least monthly (64% monthly; 36% weekly). They most often purchase vitamins and supplements (33%), skincare/cosmetics (31%), and haircare (17%).
The analysis also compares Gen Z vs. Millennials to highlight differences in loyalty drivers, frustrations, and preferred channels.
600 brands across health (40%), beauty (32%), and wellness (28%), operating in the same six markets. Roughly one in five are smaller brands (under $5M annual revenue), three in five are midsize ($5–50M), and one in five are larger brands (over $50M). Respondents span marketing (~31%),
What you'll find inside
✓ The top reasons why loyalty matters now
✓ Customer trends and expectations when it comes to loyalty programs
✓ Gen Z vs. Millennials: How do they differ in terms of loyalty drivers, favorite channels, and frustrations?
✓ What are brands prioritizing: retention or acquisition?
✓ Identifying the gap: where customers and brands align and where they do not
✓ Insights shared by experts in them market
Featuring insights from growth experts
Emil Waszkowski
VP of Commercial Development at Future Mind
Iwona Gorbacz and Karolina Ścieszko
Co-founders at Maxi Media
Justyna Dzikowska
Head of Marketing at Brand24
Kacper Wiącek
Head of Customer Success @Text
Karl Bzik
Co-founder and CMO at Open Loyalty
Katarzyna Sienkiewicz
UX designer and content manager at IdoSell
Łukasz Linczewski
CEO at Alekseon
Michał Leszczyński
Head of Content and SEO at GetResponse
Piotr Pliszka
Owner at DP Media
Raúl Galera
Growth Lead at Referral Candy
Who it is for
Marketers
Especially those working in the health, beauty, and wellness industries.
SMBs
Especially those looking forward to learning about bigger companies' strategies and success.
Enterprises
Especially for teams looking to use consumer data to understand the strongest drivers of loyalty.
Get the full report (PDF)
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Frequently asked questions (FAQ)
Fill out the short form with your name and business email. After you submit it, you’ll get access to the report on the thank-you page, and we’ll also email you a direct download link.
Yes. Once you submit the form, you can download the report from the thank-you page. We also send the same link to your inbox so you can access it later.
The report is a PDF. You can view it in any browser or PDF reader.
Yes—this report is free to download. No credit card is required.
- Why loyalty matters now (and what’s changing in acquisition)
- Customer trends: loyalty drivers, preferred channels, and top frustrations
- Gen Z vs. Millennials: differences in behavior, channels, and friction points
- What brands are doing: priorities, budget split, automation, and measurement
- Where consumers and brands align (and where they don’t)
- A retention checklist with practical recommendations
The report was produced by GetResponse and is based on two surveys conducted in October 2025: 2,400 consumers who buy health, beauty, and wellness products, and 600 brands selling direct-to-consumer in the same categories.
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