The Competition and Markets Authority has said there are 'genuine savings' but advised all shoppers to start one habit
Loyalty pricing at UK supermarkets does offer “genuine savings” but customers should still shop around as it is not always the cheapest option, the competition watchdog has found. The Competition and Markets Authority said that after analysing 50,000 loyalty-priced products, it found 92% offered savings on the usual price.
George Lusty, interim executive director of consumer protection, said: “We know many people don’t trust loyalty card prices, which is why we did a deep dive to get to the bottom of whether supermarkets were treating shoppers fairly. After analysing tens of thousands of products, we found that almost all the loyalty prices reviewed offered genuine savings against the usual price – a fact we hope reassures shoppers throughout the UK.
The CMA was looking into whether non-member, or regular, prices may have been artificially inflated by supermarkets to make their loyalty price appear more attractive. It found that shoppers can make an average saving of 17% to 25% by buying loyalty priced products across the five chains in the review.
There are also worries among shoppers over access to loyalty pricing, with 43% of those surveyed saying they believe it is unfair that members of these schemes pay lower prices for some products than those without membership. As part of the wide-ranging review, the CMA also looked at the way supermarkets collect and use people’s data when they sign up to loyalty schemes.
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