This content discusses the findings of the UK’s competition watchdog regarding supermarket loyalty cards. The Competition and Markets Authority (CMA) found that loyalty cards do offer genuine savings, but it is still important for consumers to shop around. The CMA examined loyalty price promotions at major supermarkets and found that while the discounts are legitimate, loyalty prices may not always be the cheapest option. The CMA also found that about nine out of 10 loyalty promotions offered genuine savings, with customers saving between 17% and 25% on average. Despite this, there is still a significant amount of mistrust among consumers towards loyalty promotions, with 40% expressing doubts about the savings. The CMA emphasizes the importance of shopping around to ensure the best deals.
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Supermarket loyalty cards do offer genuine savings, the UK’s competition watchdog has found, but it said people should still shop around.
The Competition and Markets Authority (CMA) examined 50,000 products on loyalty price promotions across Tesco, Sainsbury’s, Morrisons, Co-op and Waitrose.
It found “very little evidence” that supermarkets were inflating their “usual” prices to make promotions look like a better deal.
But it said that while the discounts were legitimate, its review “has shown that loyalty prices aren’t always the cheapest option, so shopping around is still key”.
“We know many people don’t trust loyalty card prices,” said George Lusty, the CMA’s interim executive director of consumer protection. “Which is why we did a deep dive to get to the bottom of whether supermarkets were treating shoppers fairly.”
It said about nine out of 10 loyalty promotions it looked at offered genuine savings against the usual in-store price.
Customers made an average saving of between 17% and 25% across the five supermarkets the CMA examined.
The watchdog also surveyed shoppers and said that nearly 70% of those it spoke to think loyalty pricing offers decent savings.
However, there remains a significant amount of mistrust among consumers towards loyalty promotions.
The CMA said: “A significant proportion – 40% – say they do not trust loyalty prices are a genuine saving on the usual price.”
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