Which? calls on supermarkets and retailers to stop excluding millions from lower prices

Millions of people are being excluded from accessing lower prices at some of the UK's biggest retailers due to loyalty scheme restrictions, Which? has found. 

Many popular loyalty schemes offer lower prices for members but millions of shoppers are excluded from signing up based on three main criteria that are often beyond their control - minimum age requirements, having a UK residency or an address, and needing an email address or an app. 

Which? looked at terms and conditions for the UK's biggest supermarkets offering two-tier loyalty prices, as well as health retailers Boots and Superdrug. 

Researchers found that customers have to be 18 or over to join loyalty schemes at Lidl, Sainsbury's, Tesco and Waitrose but only need to be 16 at Co-op and Morrisons. 

For Co-op and Sainsbury's, consumers under 16 can get a junior membership or be added to a parent or guardian's account to access loyalty scheme prices. Shoppers only need to be 13 to access Boots and Superdrug's schemes. There are also big differences in address requirements and whether or not digital access is needed.

The discounts available through loyalty schemes can be significant, between 10 and 33 per cent on average, according to Which?'s research in August 2024. However, due to the restrictions, several vulnerable groups in society such as young carers and the homeless are excluded from these lower prices at some stores. 

They will find themselves paying more for some everyday products, from cheese and milk to vegetables and bread. They may also pay more for some other essentials such as feminine hygiene products.

This means a 17-year-old single parent living independently would not get a discount on baby food at some supermarkets, while a homeless person would have to pay more for a meal deal at others. It could also mean that a couple without a smartphone or tablet shopping in Lidl could not get the lowest prices without the ability to download the app.

Which? is concerned that certain groups of people are excluded from accessing lower loyalty prices at major supermarkets and health and beauty retailers on the basis of their age, lack of address or digital access. 

The consumer champion believes the lower prices offered by loyalty schemes should be available to those who are ineligible to sign up through no fault of their own, and so is calling on retailers to find a solution to this issue.

Harry Rose, Which? magazine editor, said: 

“Our research shows there are differences between supermarkets and retailers and their loyalty schemes, which mean some people could miss out on the lower prices offered because of factors such as minimum age requirements and needing an email address. 

“All retailers should prioritise making their best deals accessible to all customers by implementing changes to their conditions for signing up.”

ENDS

Notes to editors:

Table of loyalty schemes

Right of Replies:

Which? approached all of the retailers involved to ask if they wanted to comment on the information about the stores above. 

A Boots spokesperson said: 

“At Boots we are committed to providing great prices and value for money for all customers through a wide range of deals, discounts and promotions. Anyone aged 13 or above with a UK postal address can also join the Boots Advantage Card scheme. Members can benefit from personalised and exclusive offers in-store, online, through our app and in our mailings.”

Co-op told Which? that anyone of any age can become a member. For those under the age of 16, to become a Co-op member permission from a parent or guardian is needed. To become a member if under the age of 16, a temporary membership card can be purchased and registered over the phone – a parent or guardian must be present to give their permission during registration.

Lidl told the consumer champion that their app Lidl Plus forms part of their commitment to providing customers with the best value, allowing them to further enhance their customer experience with new features and exclusive campaigns that go beyond promotions. They said this is on top of the fact that as a discounter, everything they do is designed to give households access to good food at low prices. Nonetheless, they remain mindful of those who don't have access to a smartphone or tablet and continue to offer in-store promotions through our Pick of The Week offers. The age restriction in place is in line with legal requirements relating to elements within the app such as certain promotions or partner offers, including those where adult consent is required. Lidl says that they are not aware of any other schemes being as low as 12/13.

A spokesperson for Nectar, the loyalty scheme at Sainsbury's, said:

“We strive to make it as easy and convenient as possible for customers to join Nectar. You can sign-up in several ways, including via our website or mobile app, registering in-store with one of our colleagues, or by contacting our Nectar Helpline team over the phone.”  

The spokesperson added that if a customer contacts the Nectar Helpline team they can manually register for a Nectar account without requiring an email address or mobile number. Additional Cardholders are required to be over 18, except where they are on the account of their parent or legal guardian.

A Superdrug spokesperson said: 

“As an accessible retailer, we aim to offer great value to all our customers. Every month we give our loyal Health & Beautycard members access to hundreds of health & beauty products at a lower price. Delivery is only available to addresses within the UK and Republic of Ireland, therefore the Health & Beauty Card membership reflects this and is available to residents of the United Kingdom over the age of 13 or Republic of Ireland (over the age of 16). Customers can sign up and register for a physical H&B card or a digital card either in store, online or via the Superdrug app.” 

Superdrug also reiterated that you don't need an address to become a member. Customers can sign up in store or online using their name and either an email address, address or phone number.

A Tesco spokesperson said: 

“Clubcard unlocks the best value at Tesco, with shoppers able to save £360 a year thanks to Clubcard Prices*. It is easy and free to sign up and join the 22 million UK households who already have a Tesco Clubcard.”

A Waitrose spokesperson said: 

"We work hard to give myWaitrose customers a broad range of benefits, including personalised vouchers, exclusive promotions, free hot drinks, magazines and more. "Our digital approach allows us to personalise offers and share benefits quickly, easily and securely. Our age and address requirements are in line with some other retailers and reflect our store locations.

"For help with myWaitrose, customers can call our free customer service line at 0800 188 884."

Listen to Which?'s podcast on loyalty pricing here from Friday 25th October.