In today’s grocery landscape, loyalty schemes are everywhere. But are they truly driving shopper loyalty? Our latest ShopperVista research reveals a paradox at the heart of modern loyalty programmes: while nearly every UK adult is signed up to multiple schemes, genuine loyalty to a single retailer is increasingly rare.

Shoppers, armed with digital wallets brimming with loyalty cards, are “loyal” to specific retailers. At least, that’s what they tell us. Yet beneath the surface, there is a paradox at play. The proliferation of loyalty schemes has not deepened true loyalty, but instead redefined it. Today’s loyalty is transactional, pragmatic and up for grabs.

With 94% of UK adults being members of at least one grocery loyalty scheme, why do shoppers sign up for so many, and what does “loyalty” really mean in 2025? The answers are more complex—and more revealing—than you might expect.
Despite a decade of innovation in loyalty schemes, shoppers are not tethered to a single retailer. Instead, they chase value, convenience, and quality, switching allegiances according to mission and mood. Loyalty in grocery is less about emotional connection and more about immediate, tangible rewards.

Our research reveals some essential truths about loyalty schemes:

Value Equation Drives Store Choice: Price, quality, and convenience remain the primary drivers of store choice. Loyalty schemes can enhance perceptions of these factors but rarely override them.

Discounts and Simplicity Win: Shoppers crave straightforward savings and seamless experiences from loyalty schemes.

Personalisation Drives Engagement: Tailored offers are welcomed, provided they are relevant and easy to redeem.

The best loyalty schemes deliver on three fundamentals:

• Make it easy: Effortless collection and redemption of rewards.

• Make it valuable: Discounts and tangible benefits.

• Make it relevant: Personalised offers that reflect real shopping habits.

The best schemes deliver on all three.

But the British shopper is overwhelmed by all the loyalty schemes and the different mechanics. The average adult is signed up to over four schemes. Many complain there are too many apps for different loyalty cards. Some talk about app glitches and digital fatigue. And there is overwhelming feeling that prices are inflated to make discounts look bigger.

On a positive note, the majority of shoppers are accepting of sharing their personal information to benefit from personalised discounts. Despite heavy press coverage of recent cyber attacks (M&S, Co-op) shoppers believe what’s done is done, their data is already out there, so they may as well benefit from it.

So what’s next for loyalty? Further personalisation will be welcomed by most. The winners will be those who innovate against key shopper needs – those of ease, value and relevance.

Want to know which schemes are winning, what shoppers really think, their response to different loyalty mechanics and how to future-proof your loyalty strategy?

The full report is available to ShopperVista subscribers who can click here to access.