New research reveals significant barriers to accessing supermarket discounts in the UK.
- Consumer watchdog highlights restrictive conditions of supermarket loyalty schemes.
- Age and address requirements exclude many potential loyalty scheme members at major UK supermarkets.
- Digital access is a mandatory requirement for joining certain supermarket loyalty programs.
- Which? urges supermarkets to revise policies to ensure broader access to discounts.
Millions of UK shoppers are currently unable to take advantage of discounted prices offered through loyalty schemes at some of the UK’s largest supermarket chains, according to recent research by consumer advocacy group Which? The study scrutinized the criteria necessary to join these programs at major retailers including Asda, Co-op, Iceland, Lidl, Morrisons, Sainsbury’s, Tesco, and Waitrose.
The analysis revealed that while Co-op and Morrisons permit individuals as young as 16 to join their loyalty programs, other supermarkets, such as Asda, Iceland, Lidl, and Tesco, impose a minimum age requirement of 18. However, Sainsbury’s offers a slight leeway by allowing individuals under 18 to be added to a parent’s or guardian’s card. This age restriction effectively prevents a segment of the youth population from benefiting from potential savings.
Address requirements for loyalty scheme eligibility also vary. Asda, Co-op, and Lidl do not demand an address, making their schemes more accessible in this regard. Conversely, Iceland and Morrisons necessitate UK residency, while Tesco and Sainsbury’s require a UK address, and Waitrose limits its membership to residents of England, Scotland, Wales, or the Channel Islands. Such geographical restrictions could potentially disqualify non-resident shoppers from participating in these programs.
When it comes to digital access, requirements further complicate matters. At retailers such as Asda and Iceland, digital access is mandatory to join, even if opting for a physical card. Lidl requires downloading its app, including providing an email address and phone number, whereas Waitrose necessitates email access. In contrast, Co-op, Morrisons, Sainsbury’s, and Tesco offer some flexibility by not strictly requiring digital registration. The necessity for digital access may alienate individuals lacking technological resources.
The consumer watchdog expressed concerns that such barriers—including age, residency, and digital access—might exclude certain demographics from accessing lower prices. As a remedy, Which? has called for supermarkets to reassess and simplify their membership conditions to foster inclusivity. In response, Lidl stated that it provides non-member promotions and adheres to legal requirements regarding age restrictions for their app. Sainsbury’s emphasized its efforts in making its Nectar loyalty scheme more accessible, while Tesco noted that its customers have not expressed concerns regarding age criteria. Waitrose justified its terms as consistent with industry standards and reflective of its store locations.
The ongoing restrictions prompt a call for supermarkets to simplify access to their loyalty schemes, ensuring fair pricing for all.