The Truth & Brandmap Loyalty Whitepaper 2025/6 reveals a decade-long vision of how consumers engage with loyalty programs.
Ten years on, this white paper has become the definitive measure of integrity in South Africa. There are no other studies in the local market that illuminate the landscape with this depth, scale, and longitudinal sustainability.
Based on insights from over 30,000 economically active South African adults (gross monthly household income of R10,000 or more), combined with 6,000 mass market consumers earning less than R10,000 per month, the research collectively represents the loyalty behavior of over 23 million South Africans.
African Loyalty Awards highlight customer-centric brands
85% of South Africans use loyalty programs
Loyalty participation is firmly entrenched in South African consumer behaviour, with 85% of South Africans actively using loyalty programs – up from 82% last year.
Although growth has slowed compared to earlier expansionary years, usage remains strong and stable – indicating a mature loyalty market.
Most used programs in 2025
- Checkers Extra Savings has achieved the position of most used loyalty program for the second time, representing 3 per cent growth year-on-year and slightly ahead of Clicks Clubcard.
- In financial services, FNB eBucks maintains its leading position among economically active consumers.
- In the QSR and Restaurant category, the Spur Family Card remains the most used program.
- Among mass market consumers, Capitec is leading the adoption of loyalty to Live Better financial services.
- When asked which program they “can't live without”, Discovery Vitality ranks highest among economically active consumers, while Capitec holds that position among the mass market.
South Africa: a globally recognized mature loyalty market
Over the past decade, the use of fidelity in South Africa has grown in both penetration and depth. The average number of programs used per consumer has increased from 4.6 in 2015 to 10.4 in 2025 – a 228% increase in program participation over ten years.
Amanda Cromout, CEO of Truth, commented, “South Africa is a mature loyalty market and one that is closely monitored by the rest of the world. South African loyalty programs are recognized globally for their sophistication and innovation. The growth in program participation over the past decade reflects both consumer demand and brands investing in delivering meaningful value.”
Loyalty is no longer 'being nice'
In 2026, loyalty for consumers has shifted from optional benefits to a financial necessity.
Cashback is highly valued, but research shows consumers are increasingly relying on loyalty benefits and partnerships to manage household budgets and offset rising costs of living.
Program choice is now influenced as much by value to the ecosystem and relevance to the partner as by earn-and-burn mechanics.
“As never before, consumers not only love cashback – they need financial support from loyalty programs,” says Kromout. “It becomes more apparent every year how important loyalty programs have become in the daily lives of South African consumers, especially as they navigate ongoing cost-of-living pressures.”
Preferred Association: Card is maintained
Understanding how consumers prefer to identify themselves is important to program design. Despite rapid digital transformation, physical card swiping continues to outperform self-identification or app-based alternatives.
Interestingly, this mirrors trends seen in other mature loyalty markets such as the UK, Canada and Australia – reinforcing that digital maturity does not automatically eliminate traditional behaviour.
download full Truth and Brandmap Loyalty Whitepaper 2025/6 (PDF: 1,25MB)