UK supermarket loyalty schemes do offer real savings, according to a detailed review by the Competition and Markets Authority. In findings published on November 27, 2024, the CMA stated that the evidence shows loyalty prices provide “genuine savings” for shoppers, not just marketing spin.
The regulator examined around 50,000 loyalty-priced products across the major chains and found that 92% were cheaper than the usual (non-member) price. On average, shoppers saved 17%–25% when buying items at loyalty prices at Tesco, Sainsbury’s, Morrisons, Co‑op and Waitrose.
Reporting on the findings, Reuters quoted the CMA’s interim executive director of consumer protection, George Lusty, "We found that almost all the loyalty prices reviewed offered genuine savings against the usual price, a fact we hope reassures shoppers."
The loyalty‑pricing review began in January 2024 and closed in November 2024. The CMA’s July update had already signalled it was unlikely to find widespread evidence of misleading promotions; the final report confirms that position.
Full details are available on the CMA site, including the case page and the findings report.
The watchdog also examined how supermarkets collect and use data for loyalty schemes and stated that it did not find evidence of consumer-law concerns in that area.
Even so, its guidance to shoppers is straightforward: use loyalty prices, but still compare across brands, sizes, and stores to ensure you’re getting the best overall deal. Reuters summary and CMA blog advice.
