Millennials are one of the most commercially influential generations in the consumer products landscape. They’re digitally fluent, highly selective, and more willing than most to shift their loyalty when brands fail to meet their expectations. At the same time, they’re also deeply engaged shoppers who reward quality, transparency, and relevance, especially when brands show they understand their needs across channels.
For consumer products marketers, this combination of influence and volatility makes Millennials a critical audience to get right. The data shows exactly where their expectations are shifting, how they prefer to engage, and what ultimately convinces them to stay loyal.
In this article, we’ve pulled together 11 essential statistics from the latest SAP Emarsys Customer Loyalty Index and Consumer Products Engagement research to help you better understand Millennial shoppers and build strategies that resonate with how they browse, buy, and connect today.
What Drives Millennial Brand Loyalty
Millennial shoppers reward brands that consistently deliver value, quality, and relevance. These statistics highlight what matters most to them, and where consumer products marketers can focus their retention strategy.
56% of Millennials say product quality is the top driver of their loyalty [Customer Loyalty Index 2025]
Millennials may be digitally native, but their loyalty still starts with the fundamentals: products that do what they promise. When quality is high and consistent, Millennials are far more likely to lean into repeat purchases, recommend brands to others, and stay engaged across channels. For consumer products marketers, this reinforces the importance of pairing strong product performance with messaging that clearly communicates benefits and proof points to reinforce that quality perception at every touchpoint.
48% of Millennials remain loyal because of excellent customer service [Customer Loyalty Index 2025]
Great service has a measurable impact on Millennial loyalty. Whether it’s resolving issues quickly, offering helpful support, or removing friction from the buying process, strong customer service creates the kind of brand experience Millennials remember – and return to. In a competitive consumer products category where substitutes are always available, service-led loyalty can be a powerful differentiator.
49% of Millennials say discounts and rewards influence their loyalty [Customer Loyalty Index 2025]
Value matters. Almost half of Millennials say incentives keep them committed to a brand, especially during periods of economic pressure. But this doesn’t mean racing to the bottom on price. Instead, targeted rewards, personalized offers, and meaningful loyalty perks help consumer products brands deepen relationships while driving incremental spending without eroding margin unnecessarily.
Only 17% of Millennials say personalization drives loyalty, but this is rising [Customer Loyalty Index 2025]
Compared with Gen Z, Millennials place less emphasis on personalization, but expectations are growing as brands raise the bar. This trend highlights a clear opportunity: when consumer products marketers use AI to deliver smarter product recommendations, timely messages, and consistent relevance across channels, Millennials notice. Personalization may not rank as a top driver yet, but its influence on Millennial loyalty is increasing quickly, especially when combined with strong value and quality.
How Millennials Engage With Brands Across Channels
Millennials move fluidly between apps, websites, and social platforms when researching and buying consumer products. These behaviors show where consumer products brands need to focus to stay visible, relevant, and easy to buy from.
37% of Millennials show loyalty by downloading and using brand apps [Customer Loyalty Index 2025]
Brand apps have become a meaningful loyalty signal for Millennials. When they install an app, they’re inviting brands into their everyday routines, creating more opportunities for personalized engagement, repeat purchases, and first-party data collection. For consumer products marketers, this highlights why mobile experiences need to be fast, intuitive, and genuinely valuable, not just an extension of the website.
33% of Millennials browse directly from a brand’s app when shopping [Global Consumer Products Engagement Report]
A third of Millennials prefer to browse through a brand’s app instead of mobile web or desktop, showing how strongly convenience drives their behavior. Apps make it easier to explore products, save preferences, track orders, and receive personalized offers. This is a prime opportunity for consumer products brands to deliver richer, more predictive experiences that guide shoppers toward the right products at the right time.
45% of Millennials prefer researching products on brand websites [Global Consumer Products Engagement Report]
Despite the rise of social commerce, brand websites remain a core research destination for Millennials. They trust the information, expect a comprehensive product view, and use websites to compare options before buying. This makes on-site experience, from product storytelling to content quality to navigation, a crucial factor in shaping Millennial conversion and loyalty.
34% of Millennials express loyalty through social media engagement [Customer Loyalty Index 2025]
A third of Millennials show loyalty by liking, sharing, or interacting with brands online, giving consumer products marketers a powerful channel for community-building and advocacy. Social-first content, creator collaborations, and timely engagement help brands maintain visibility while nurturing long-term affinity.
Go Deeper with the Data that Shaped this Article
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