Co-op and Barnardo’s are calling on food retailers to extend their loyalty schemes to young people to support them with cost of living pressures during their studies.
It comes as the convenience retailer highlighted the volume of young people that were coming into its stores to buy food and drink, particularly during term times.
Co-op is currently the only national UK food retailer to offer 16 and 17-year-olds independent access to benefits as part of its membership proposition.
These include member pricing, personalised offers, member games and reward mechanics that provide discounts in store. Under-16s are also eligible to become junior members, with parent or guardian permission.
Other food retailers with loyalty schemes, including Asda, Iceland, Lidl, Morrisons and Tesco, however, only offer exclusive additional saving benefits to shoppers who are over 18. Doing so was “denying millions of young people access to loyalty value in their stores”, Co-op said.
Co-op and Barnardo’s have been campaigning on opening access to value for young people for over a year. In 2024, the businesses released a policy report called Recipe for Success, which highlighted the importance of access to food for young people’s wellbeing.
The report set out several recommendations to government and food retailers to make impactful changes. One was to consider ways 16 and 17-year-olds can access discounted food by amending the terms of retail discount schemes or considering the introduction of other discounts.
The report also included Co-op member data that unveiled that 97% of Co-op members aged 16 to 25 believe retailers should look at ways of increasing access to affordable food for young people, particularly as they become more independent.
Co-op has also recently sent a joint letter – with Barnardo’s and Which? – to the Defra secretary to ask for support in making sure that 16 and 17-year-olds are no longer excluded from food retail discounts.
Co-op said giving under-18s access to retailers’ loyalty propositions was not only vital for young people that are studying, but also for those that live independently or are classed as young carers.
“I feel strongly that opening access to value for young people is an important issue, one we’ve been campaigning on with Barnardo’s for more than 12 months and we’re yet to see any changes,” said Co-op director of membership Rachel Halter.
“It seems wrong to me that we are close to allowing 16-year-olds the ability to vote, yet they can’t access lower price food and offers to save money when shopping from many retailers.
“Allowing 16 and 17-year-olds membership delivers in a truly co-operative way, providing both economic and social value to the individuals and the community.”
Barnardo’s CEO Lynn Perry said: “Our research with Co-op found that nearly one in four secondary and college-aged students were struggling to access healthy food in their communities. It means too many young people haven’t got access to the affordable and nutritious food that will help them thrive, both now and into adulthood.
“We’re proud to be working alongside Co-op on this important issue, supporting positive futures for young people. With back-to-school season upon us, we urge all supermarkets to make a fresh start and expand their retail discount schemes to 16 and 17-year-olds.”
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