UK Supermarket Loyalty Schemes Found to Offer Genuine Savings but Not Always the Best Deals

A watchdog review reveals most loyalty discounts are legitimate, though shoppers are urged to compare prices and accessibility concerns remain.

The Competition and Markets Authority (CMA) reviewed 50,000 products and found 92% of loyalty-priced items offered genuine savings compared to usual prices.
Shoppers can save an average of 17% to 25% on loyalty-priced products at major chains like Tesco, Sainsbury’s, Morrisons, Waitrose, and Co-op.
Despite the findings, 55% of surveyed shoppers believe regular prices are inflated to make loyalty discounts seem more appealing.
The CMA highlighted accessibility issues, urging supermarkets to offer offline sign-up options and include under-18s in loyalty programs.
Consumer group Which? welcomed the findings but emphasized the need for supermarkets to address exclusions and ensure fairness in loyalty pricing.