This market snapshot unveils the key trends shaping loyalty programs in Scandinavia in 2025 across Sweden, Norway and Denmark covering top loyalty program preferences, priorities, challenges, spending trends, etc.
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GLOScandinavia has long been a leader in customer loyalty innovation, with consumers expecting high levels of personalization, digital integration, and sustainability in their loyalty programs. As we move into 2025, loyalty trends continue to evolve in response to changing consumer behavior, technological advancements, and ethical considerations. The latest research, conducted by the Global Loyalty Organisation and Comarch, provides valuable insights into how Scandinavian customers engage with loyalty programs compared to other global markets.
Read Loyalty in Scandinavia 2025: Market Snapshot
This market snapshot unveils the key trends shaping loyalty programs in Scandinavia, based on extensive consumer survey & insights from Customer Loyalty Predictions 2025 report (click here to access the report), conducted by the Global Loyalty Organisation and Comarch.
This large-scale study (over 3000 participants across 15 countries and 4 continents), built on a robust blend of quantitative and qualitative methodologies, provides actionable insights for businesses, including Comarch clients and partners, seeking to advance and refine their strategies and align with their customers’ changing needs.
This study offers a unique opportunity to analyse three Scandinavian countries – Sweden, Norway, Denmark – versus the US, Europe, the Middle East, and Latin America. Moreover, the granularity of data allows to deliver country-based customer loyalty nuanced charactistics on country-level in Sweden, Norway and Denmark separately.
Key Findings on Loyalty in Scandinavia in 2025:
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Loyalty Program Membership: On average, Scandinavian consumers are members of 9 loyalty programs(Sweden and Norway – 9, Denmark – 8), slightly below the global average of 10. This suggests a mature loyalty market with selective engagement and “program fatigue.”
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Top Loyalty Program Preferences:
- Supermarkets dominate as the most preferred loyalty program category (35%), followed by airlines (14%) and hotels (10%).
- Consumers value discounts on frequent purchases (57%) the most, followed by exclusive rewards and bonus points (53%).
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Consumer Priorities:
- 64% of consumers prioritize quality, while 57% prioritize price when making purchasing decisions.
- Sustainability efforts matter to 30% of customers, slightly below the global average of 34%.
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Challenges in Loyalty Programs:
- Lack of value in rewards (47%) and irrelevant rewards (13%) are the main reasons for program cancellations.
- A long and complex enrollment process (33%) and inconvenient apps (28%) are major obstacles to signing up for loyalty programs.
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Loyalty Spending Trends:
- Regular food shopping (39%) is the top way consumers earn and redeem loyalty points, higher than the global average of 34%.
- Online shopping (21%) and airline ticket purchases (10.8%) are also significant channels.
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Personalization & Digital Preferences:
- Scandinavian customers favor digital wallets and personalized offers (both at 36%), emphasizing a growing trend toward digital loyalty experiences.
- Mobile apps and emails (47% each) are the most preferred communication channels for loyalty offers.
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Attitudes Toward Dynamic Pricing:
- Over 60% of global consumers have a positive or neutral stance on dynamic pricing strategies used by airlines, hotels, and supermarkets.
Scandinavian consumers remain highly engaged with loyalty programs but expect value, convenience, and digital integration. Businesses must focus on personalization, seamless experiences, and relevant rewards to maintain customer loyalty. As loyalty programs continue to evolve, companies must align with consumer preferences for simplicity, digitalization, and sustainability to drive engagement in this competitive market.
Source: GLO
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