Competition and Markets Authority finds 92% of loyalty-price items are real deals, but urges people to shop around

Shoppers signed up to supermarket loyalty schemes can make “genuine savings”, the competition watchdog has found, but it urged consumers to shop around to secure the cheapest prices.

The Competition and Markets Authority (CMA) said it had reviewed 50,000 products with loyalty price options and found 92% offered a saving against the supermarkets’ usual price.