Which? responds to the findings of the CMA's loyalty pricing review

Sue Davies, Which? Head of Food Policy, said:

“Two-tier loyalty pricing has become a common practice across retailers. It's therefore reassuring that the CMA has found that most of the prices it looked at across supermarkets offered genuine savings against the usual price. However, it stresses that it is worth shopping around as they aren't always the cheapest option.

"Which? has also looked at prices for thousands of products and repeatedly found examples of loyalty price offers that aren't as good as they seem. We have also raised concerns that millions of consumers are being excluded from accessing lower prices due to loyalty scheme restrictions. It's therefore essential that supermarkets act on the CMA's recommendation and do more to enable people to join their schemes. 

"The CMA should continue to monitor loyalty pricing practices across key consumer sectors beyond supermarkets and be ready to use its new powers to take action against retailers that don't comply with consumer law.”

-ENDS-

Notes to editors:

Loyalty pricing in the groceries sector