CMA Finds Supermarket Loyalty Schemes Offer Genuine Savings

The Competition and Markets Authority (CMA) has confirmed that supermarket loyalty schemes, including those from Tesco, Sainsbury's, Waitrose, Co-op, and Morrisons, can provide genuine savings, with discounts averaging between 17% and 25% on around 50,000 products reviewed. The watchdog found little evidence that supermarkets inflated their usual prices to enhance the appeal of loyalty discounts, which has been a concern among consumers. However, the CMA cautioned that these loyalty prices are not always the lowest available, urging shoppers to compare prices across different stores. Additionally, the CMA highlighted that many shoppers remain skeptical of loyalty pricing, with 40% expressing doubts about the authenticity of the discounts. The authority also pointed out that certain groups, particularly under-18s and those without smartphones, often cannot access these savings, which raises fairness issues. Overall, while loyalty schemes offer real savings, consumers are encouraged to remain vigilant and shop around for the best deals.