Loyalty schemes have been a pillar of the grocery category for decades, but there has been renewed competition over the last few years, with a growing number of brands offering exclusive prices for members.
As a result, most loyalty schemes have enjoyed healthy growth in users, at least in their digital interactions, as Ipsos iris data shows that among the five biggest supermarket loyalty apps, it’s Lidl GB’s Lidl Plus that recorded the biggest growth between May 2024 and May 2025 (+19%).
A deeper dive into our data shows that the Lidl Plus app has managed to broaden its reach among younger and higher earning users in particular, with 33% growth among 15-24 year olds and 37% growth among those earning over £50,000 a year.
When it comes to other supermarkets, we can see that 44% of people who used the Asda Rewards or Morrisons More apps in May 2025 also used the Lidl Plus app, which is ahead of users of Sainsbury’s Nectar (41%) or Tesco’s Clubcard and Grocery app (37%).
Ipsos iris gives you the confidence to truly explore an online category and apply insights directly to your strategies.