Users of Lidl’s Plus app have been undeterred by the discounter’s change to its loyalty programme.
Data shared with The Grocer by Similarweb, a digital market intelligence company, estimated an average of 1.27 million people used the Lidl Plus app each day in May, the first month of its new Lidl Plus Points scheme.
Lidl said its internal metrics showed around a 4% increase when comparing May 2026 against April 2026, which was in turn boosted by extra campaigns such as its fruit & veg scratchcard which drove customers to the app.
The number of daily active users of Lidl Plus is 20% higher year on year.
Lidl added introduced points to its loyalty app on 5 May. Customers can earn one point for every £1 spent in store and choose offers to redeem with its points.
The move to points replaced set rewards for reaching monthly spending thresholds, including a 10%-off voucher after spending £250 in a calendar month.
Arch-rival Aldi was quick to jump on to some negative reactions to the switch. After customers pointed out that they would need to spend £100 to get a free cucumber, a lot more than they needed to spend previously, Aldi gave away free cucumbers outside a Lidl store and even posted a picture of a gravestone with the Lidl Plus logo on it.
Lidl, however, said the new system would give users more freedom to choose their own rewards or save them for more expensive shopping occasions. It will also spend 60% more on personalised coupons and vouchers, such as a £5 off £30 voucher shared on the app last month. The twin structure of personalised vouchers and points would give shoppers relevant, tailored reward and choice and flexibility, Lidl said.
A separate report published by YouGov this week found that 43.4% of lower and middle-income shoppers said loyalty schemes were important to them when choosing a supermarket for grocery shopping, and 54.8% that having the cheapest price overall was important, tied with store location.
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