Lidl has become the fourth most popular loyalty scheme in the UK, just five years after its launch, according to new research.
The results are from a representative poll of 2,186 British adults conducted on behalf of discount site MyVoucherCodes by YouGov.
Thirty-two per cent of those polled have Lidl Plus membership, while 9% of those said it is the loyalty card they use the most often.
In its 30th year, Tesco Clubcard continues to be the most popular loyalty programme, owned by 78% of the survey’s respondents, followed by Sainsbury’s Nectar with 60% and Boots Advantage Card in 43% of wallets.
Around two in five (39%) of those with a Tesco Clubcard said it’s the scheme they use most often out of those they’re signed up to, making it the most used loyalty programme of the 19 included in the research. A fifth (20%) of Sainsbury’s Nectar members said it was the card they used more often, making it the second most used in the UK.
Of the remaining supermarkets, 32% said they had a Morrisons More card, 31% M&S Sparks Card, 27% Co-op membership, 25% Asda Rewards, 18% MyWaitrose and 12% Iceland Bonus Card.
The findings on Tesco and Sainsbury’s tally closely with CMA research into loyalty pricing, which found 77% of supermarket shoppers are members of Tesco Clubcard followed by 57% who own a Sainsbury’s Nectar card.
Findings shared with The Grocer also show that women outpace men in signing up to loyalty schemes. Eighty-four per cent of women have a Tesco Clubcard compared with 72% of men (see chart below).
Lidl previously disclosed that its number of monthly active users had grown by 34.9% in the year to July 2025, as it added new features such as Lidl Pay and Lidl Plus price promotions and personalised offers.
A Lidl spokeswoman said: “Lidl Plus forms part of our commitment to provide customers with the best value and allows us to further enhance our customer experience with new features and exclusive campaigns that go beyond promotions. Engagement with the app is consistently growing, showing that customers are looking for a digital experience that adds genuine value to their shopping.
“By launching features like Lidl Pay and Click, Reserve & Collect, we’re using technology that elevates the customer journey. Whether it’s securing a must-have Middle of Lidl item before leaving the house or enjoying the fun of our ‘Spin to Win’ campaigns, we are making the shopping trip faster, easier, and more rewarding. This growth proves that when you combine market-leading value with seamless digital innovation, customers respond with loyalty.”
Sarah-Jane Outten, shopping expert at MyVoucherCodes, said: “Our latest findings reveal that supermarket loyalty cards are by far the most popular out of the schemes being offered by major brands. This is likely driven by routine, since most shoppers will, of course, visit supermarkets on a regular basis, making it easy for them to rack up rewards with these programmes from their normal spending. This is reinforced by the fact that Boots had the most used scheme outside of supermarkets – another store many shoppers visit regularly to take advantage of its meal deals.”
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