Over half of Britons say loyalty cards benefit supermarkets more than customers

Research released by researchers Ipsos from over 1,000 shoppers has revealed that 95% of Britons aged 16-75 possess at least one loyalty card, but nearly four in five (79%) use multiple cards, suggesting that true loyalty to a single supermarket is rare.

When asked about their ideal loyalty card features, the most popular choice was “points for every £1 spent” (36%), followed by a percentage discount off the bill (34%) and lower pricing on individual products (32%). This highlights the importance of tangible monetary benefits for consumers, Ipsos says.

However, although just over half (53%) of Britons say that loyalty cards impact where they shop, and a similar proportion (54%) feel that supermarket loyalty cards benefit the supermarket more than the customer. In addition, almost two thirds (64%) believe supermarkets raise product prices to make loyalty card discounts appear more attractive.

Perhaps more importantly, almost four in ten (38%) Britons are uncomfortable with the amount of data supermarkets collect through loyalty card schemes.

Commenting on the findings, Ekaterina Mincheva at Ipsos said: “Although shoppers are drawn to the promise of savings and rewards, there’s a significant undercurrent of cynicism, with many believing that supermarkets manipulate prices and prioritise their own profits over customer value.

“This tension, coupled with growing data privacy concerns, presents a clear challenge for supermarkets. To truly build loyalty, they must offer genuine value and address consumer anxieties about data usage.”