Spain Loyalty Market Size & Forecast by Spend Value Across 100+ KPIs by Program Type, Channel Mix, Sector, Embedded Loyalty Penetration, and Platform Spend Segmentation - Databook Q1 2026 Update

The loyalty market in Spain is expected to grow by 16.5% annually, reaching US$1.31 billion by 2026.

The loyalty market in the country has experienced robust growth during 2021-2025, achieving a CAGR of 18.9%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 13.9% from 2026 to 2030. By the end of 2030, the loyalty market is projected to expand from its 2025 value of US$1.12 billion to approximately US$2.21 billion.

Key Trends and Drivers

The Spanish loyalty program market is shaped by retail-led dominance, savings-oriented value propositions, and increasing reliance on app-based execution. Loyalty functions as a practical extension of everyday shopping and financial activity rather than as a standalone engagement layer. Over the forecasting period, these trends are expected to deepen, with operational integration, targeted promotions, and regulatory discipline continuing to define how loyalty evolves in Spain.

Anchor loyalty in large retail and grocery groups with national reach

• Loyalty programs in Spain remain strongly anchored in large grocery and mass retail groups, where loyalty functions as a core mechanism to manage household shopping behaviour. Mercadona continues to emphasise everyday value and customer familiarity through its long-standing customer model, while Carrefour España operates an app-centric loyalty program across hypermarkets, proximity stores, and ecommerce.
• Spain’s grocery sector is highly competitive and price-conscious, with frequent shopping missions and strong private-label penetration. Retailers use loyalty to influence repeat visits and maintain consistency across physical and digital formats.
• Retail-anchored loyalty is expected to remain structurally dominant, with continued focus on operational integration rather than experimentation with new loyalty models.

Use loyalty to support controlled savings and targeted promotions

• Loyalty programs in Spain are increasingly positioned as mechanisms to deliver targeted savings rather than aspirational rewards. Retailers such as El Corte Inglés link loyalty benefits to personalised offers, deferred savings, and member-specific promotions across categories.
• Household purchasing behaviour in Spain remains sensitive to value, particularly in food, fuel, and essential categories. Loyalty enables retailers to manage promotional exposure while avoiding broad price reductions.
• Savings-oriented loyalty mechanics are expected to intensify, with more targeted and app-activated offers replacing generic points accumulation.

Accelerate the shift toward app-first loyalty execution

• Loyalty execution is moving decisively toward mobile apps, with digital cards, coupons, and personalised offers replacing physical credentials. Retailers and fuel operators increasingly require app interaction to access loyalty benefits.
• Spain has strong smartphone usage and growing comfort with app-based retail and payments. Retailers benefit from tighter integration between customer identity, promotions, and checkout, while apps allow clearer consent and communication.
• App-first loyalty is expected to become standard practice, with physical cards retained mainly for accessibility rather than as a primary engagement tool.

Extend loyalty into financial services and payments-linked propositions

• Spanish banks and payment providers continue to embed loyalty into card usage and everyday financial activity. CaixaBank and BBVA integrate rewards and benefits into card propositions, positioning loyalty as part of the broader banking relationship rather than a standalone scheme.
• The Spanish banking market is concentrated, and differentiation increasingly relies on engagement and bundled benefits. Loyalty supports card usage and customer retention without altering core pricing.
• Bank-led loyalty is expected to remain stable, with incremental refinement rather than expansion into large coalition models.

Maintain strong emphasis on data protection and transparent customer communication

• Loyalty programs in Spain continue to operate within a strict European data protection environment, with emphasis on consent, clarity of benefits, and transparent use of personal data.
• Regulatory expectations and consumer awareness around privacy influence how loyalty programs design personalisation and partner integrations.
• Data-driven loyalty enhancements are expected to progress gradually, favouring clear value exchange and compliance over aggressive targeting.

Competitive landscape in the Spanish loyalty program market

The Spanish loyalty program market is competitive but structurally stable, dominated by large retail groups and supported by bank-led rewards ecosystems. Competition centres on execution quality, digital integration, and regulatory readiness rather than on program proliferation or disruptive entry. Over the forecasting period, the landscape is expected to evolve incrementally, with incumbents strengthening operational control and partnerships, and new entrants influencing how loyalty is delivered rather than who controls it.

Competition is rooted in a mature, retail-led loyalty environment

Spain’s loyalty market is well established, with most major consumer-facing sectors already operating long-running programs. Competitive intensity is therefore defined by optimisation of existing schemes rather than by the launch of new loyalty propositions. Loyalty is treated as an operational capability closely linked to pricing, promotions, and customer retention, limiting space for disruptive standalone entrants and favouring incumbents with scale and national reach.

Grocery and mass retail groups anchor competitive dynamics

The competitive landscape is led by large retail groups with extensive store networks and frequent customer interaction. Mercadona, Carrefour España, and El Corte Inglés operate loyalty programs embedded into everyday shopping, fuel purchases, and digital coupons.
These players compete primarily on execution app usability, targeted promotions, and integration across physical and online channels rather than on differentiated reward structures. Their scale and household penetration create high switching costs for consumers.

Financial institutions reinforce loyalty through card- and account-linked rewards

Banks represent a parallel competitive force in the Spanish loyalty market. CaixaBank and BBVA continue to embed rewards and benefits into card usage and bundled banking propositions. These programs compete by encouraging primary card usage and deepening customer relationships, rather than by challenging retail-led loyalty directly. As a result, competition between retail and bank loyalty remains indirect but overlapping at the customer level.

New entrants focus on enablement and niche propositions

New competitive entry in Spain is concentrated at the technology and enablement layer. Loyalty technology providers, CRM platforms, and retail media enablers offer tools for digital coupons, personalisation, and consent management to existing retailers and banks. These entrants rarely launch consumer-facing programs at scale; instead, they compete to supply infrastructure and execution capabilities, raising operational standards without materially altering market structure.

Partnerships, consolidation, and regulation reinforce incumbent advantage

Recent partnership activity in Spain has focused on extending functionality within existing retail and banking ecosystems rather than forming broad, independent coalitions. M&A activity affecting loyalty has been selective and capability-driven, typically related to digital commerce, payments, or data infrastructure rather than consolidation of loyalty brands.
Over the past 12 months, continued regulatory focus on pricing transparency, promotional practices, and data protection under the European framework has increased governance requirements for loyalty programs. Large incumbents with established compliance and legal capabilities are better positioned to adapt, reinforcing barriers to entry for smaller or newer operators.

This report provides a detailed data-centric analysis of the loyalty industry in Spain, offering comprehensive coverage of both overall and alternative lending markets. It covers more than 100+ KPIs, including spend value on loyalty schemes, loyalty breakage rate, and penetration rate.

The report provides in-depth segmentation across the loyalty ecosystem, capturing loyalty spend value and breaking it down by core market dimensions. It classifies loyalty activity by program models (such as points, cashback, tiered, subscription, coalition, and gamified formats), membership structures, and execution channels (in-store, online, and mobile app), alongside embedded loyalty use cases integrated into payments, commerce, and platform ecosystems. The analysis further segments the market by industry verticals and assesses technology enablement, including AI-driven personalisation and emerging blockchain-led program mechanics. In addition, the dataset captures consumer demographics, enrolment pathways, and key program economics such as value accumulation, redemption, and breakage. Collectively, these datasets provide a comprehensive and quantifiable view of market size, structure, engagement behaviour, and value realisation dynamics within the loyalty market.

The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Report Scope

This report provides a detailed data-centric analysis of the loyalty market in Spain, with comprehensive coverage across retail-sector context, loyalty spend dynamics, and loyalty platform economics. Below is a summary of key market segments:

Spain Retail Sector Market Context

• Spain Retail Industry Market Size, 2021-2030
• Spain Ecommerce Market Size, 2021-2030
• Spain POS Market Size Trend Analysis, 2021-2030

Spain Loyalty Spend Market Size and Growth Dynamics

• Spain Loyalty Spend Market Size and Future Growth Dynamics, 2021-2030
• Spain Loyalty Spend on Schemes by Value Accumulated and Value Redemption Rate, 2025
• Spain Loyalty Spend Share by Functional Domains, 2021-2030
• Spain Loyalty Spend by Loyalty Schemes, 2021-2030
• Spain Loyalty Spend by Loyalty Platforms, 2021-2030

Spain Loyalty Schemes Spend Segmentation by Loyalty Program Type

• Point-based Loyalty Program
• Tiered Loyalty Program
• Mission-driven Loyalty Program
• Spend-based Loyalty Program
• Gaming Loyalty Program
• Free Perks Loyalty Program
• Subscription Loyalty Program
• Community Loyalty Program
• Refer a Friend Loyalty Program
• Paid Loyalty Program
• Cashback Loyalty Program

Spain Loyalty Schemes Spend Segmentation by Channel

• In-Store
• Online
• Mobile

Spain Loyalty Schemes Spend Segmentation by Business Model

• Seller Driven
• Payment Instrument Driven
• Other Segment

Spain Loyalty Schemes Spend Segmentation by Key Sectors

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Other

Sector × Channel Views: Loyalty Schemes Spend by Key Sectors and Channels

• Online Loyalty Spend by Sector, 2021-2030
• In-store Loyalty Spend by Sector, 2021-2030
• Mobile App Loyalty Spend by Sector, 2021-2030

Spain Retail Sector Deep-Dive: Loyalty Schemes Spend by Retail Segment

• Diversified Retailers
• Department Stores
• Specialty Stores
• Supermarket and Convenience Store
• Other

Spain Loyalty Schemes Spend Segmentation by Accessibility

• Card Based Access
• Digital Access

Spain Loyalty Schemes Spend Segmentation by Consumer Type

• B2B Consumers
• B2C Consumers

Spain Loyalty Schemes Spend Segmentation by Membership Type

• Free
• Free + Premium
• Premium

Spain Loyalty Spend Split by Embedded vs. Non-Embedded Loyalty

• Embedded Loyalty Programs
• Non-Embedded Loyalty Programs

Spain Loyalty Spend Split by Use of AI / Blockchain

• AI Driven Loyalty Program
• Blockchain Driven Loyalty Program

Spain Loyalty Platform Spend Segmentation by Software Use Case

• Analytics and AI Driven
• Management Platform

Spain Loyalty Platform Spend Segmentation by Vendor / Solution Partner

• In-house
• Third-Party Vendor

Spain Loyalty Platform Spend Segmentation by Deployment

• Cloud
• On-Premise

Spain Loyalty Platform Spend Segmentation by Offering

• Software
• Services
• Custom Built Platform vs. Off the Shelf Platform

Spain Consumer Demographics & Behaviour (Loyalty Spend Share), 2025

• Age Group
• Income Level
• Gender

Spain Loyalty Program KPIs, Behavioral Metrics & Embedded, 2025

• Primary Loyalty Motivation Split Analysis
• Loyalty Program Breakage Rate Analysis
• Loyalty Program Enrollment Channel Mix Analysis
• Embedded Loyalty Penetration by Channel

Reasons to Buy

• Comprehensive Market Intelligence: Gain a comprehensive view of the loyalty market by quantifying total loyalty spend value and its composition across loyalty schemes and loyalty platforms, supported by retail context indicators to benchmark market scale, structure, and growth dynamics.
• Granular Loyalty Spend Coverage: Analyze loyalty spend value across loyalty schemes and loyalty platforms, supported by structured segmentation across program types (e.g., point-based, tiered, cashback, subscription, community, gaming, mission-driven, paid, and referral-led formats).
• Channel and Sector-Level Execution Insights: Evaluate how loyalty spend is distributed across in-store, online, and mobile channels, and across key verticals including Retail, Financial Services, Healthcare & Wellness, Restaurants & Food Delivery, Travel & Hospitality, Telecoms, and Media & Entertainment, with dedicated sector × channel views.
• Program Structure and Participation Mix: Understand how loyalty schemes differ by business model (seller-driven vs. payment-instrument-driven), accessibility (card-based vs. digital), consumer type (B2B vs. B2C), and membership type (free, premium, and free+premium), enabling more precise program design and competitive benchmarking.
• Embedded Loyalty and Emerging Mechanisms Tracking: Assess the evolution of embedded vs. non-embedded loyalty and track spend splits linked to program enablement, including AI-driven and blockchain-driven loyalty program spend where captured in the dataset.
• Platform Spend and Vendor/Deployment Benchmarking: Benchmark loyalty platform economics by software use case (analytics/AI-driven vs. management platforms), solution partner model (in-house vs. third-party), deployment (cloud vs. on-premise), and offering mix (software vs. services; custom-built vs. off-the-shelf).
• Consumer Demographics and Program KPI Lens: Access loyalty spend share by age, income, and gender, alongside decision-critical program KPIs such as loyalty penetration (% of retail sales under loyalty), primary motivation split, breakage rate, enrollment channel mix, and embedded loyalty penetration by channel.
• Decision-Ready Databook Format with 100+ KPIs: Leverage a structured dataset with historical and forecast coverage through 2030, designed for direct integration into market models, strategic planning, and executive presentations by retailers, platforms, payment providers, technology vendors, and investors.