The article considers the evolution of the "consumer loyalty" concept, its meaning and content in the scientific literature. To form approaches to the modern definition of "consumer loyalty", a classification of loyalty types was made, as well as an analysis of the components from which loyalty is formed was conducted. Based on the analysis, a matrix of loyalty types is proposed, taking into account various factors. The variety of definitions of loyalty is revealed, in view of the various characteristics of objects to which loyalty is formed. In this regard, it is proposed to distinguish three approaches to the definition of loyalty, such as behavioural approach; approach in terms of relationships, including affective and cognitive loyalty; and a comprehensive approach that takes into account a combination of the above mentioned approaches. The increasing importance of consumer experience and impressions in the formation of loyalty is justified.