The Loyalty in the UK 2025 report reveals a highly saturated yet pragmatic market where 97% of Britons participate in loyalty programmes, with supermarkets dominating at 57%. UK consumers prize tangible discounts over novelty or sustainability, treating loyalty as a rational contract built on consistent everyday value.
GLOThe “Loyalty in the UK 2025: Market Snapshot” by the Global Loyalty Organisation, in collaboration with Comarch, paints a clear picture of a mature and highly pragmatic market. With 97% of Britons enrolled in at least one loyalty programme, the UK stands as one of the most saturated loyalty markets globally. Yet unlike markets driven by exclusivity or emotional perks, UK consumers approach loyalty as a rational contract—valuing everyday savings on essentials over novelty or status-driven rewards.
Despite holding an average of eight memberships per person—lower than peers in Europe and the US—the UK demonstrates some of the highest levels of brand commitment when value is consistently delivered. Supermarkets dominate the loyalty landscape, with Tesco Clubcard, Sainsbury’s Nectar, and ASDA Rewards leading the pack, underscoring the central role of weekly grocery shopping in shaping consumer engagement.
The report highlights that British shoppers overwhelmingly prefer tangible discounts (68%) to more aspirational benefits, while sustainability and gamification remain low priorities. Although UK consumers tolerate some complexity in redemption processes, they are unforgiving when programmes fail to deliver meaningful value—46% cite poor reward value as the top reason for cancellation.
Interestingly, while digital tools like mobile apps and mobile wallets are gaining ground, email continues to reign as the most trusted communication channel (58%). Meanwhile, attitudes toward personalisation are balanced: 66% of UK consumers appreciate tailored offers, yet scepticism remains around dynamic pricing, with only 57% responding positively.
Read full Market Snapshot here.
Key Takeaways
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Universal Membership: 97% of Britons belong to at least one loyalty scheme, though the average of 8 memberships lags behind other developed markets.
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Supermarket Dominance: Grocery chains like Tesco, Sainsbury’s, and ASDA account for 57% of all memberships, far ahead of other sectors.
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Value First: Discounts on everyday purchases (68%) top consumer preferences, with poor reward value the leading cause of programme cancellations (46%).
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Traditional Channels Prevail: Despite mobile growth, email remains the most trusted communication method (58%).
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Balanced on Personalisation, Wary of Pricing: 66% welcome tailored offers, but only 57% respond positively to dynamic pricing, showing caution toward data-driven pricing models.
Source: GLO
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