Tesco, the UK's largest supermarket chain, has announced plans to significantly expand its Clubcard loyalty scheme by making it available to under-18s for the first time later this year. This move comes after sustained pressure from consumer advocates and regulatory bodies urging supermarkets to broaden access to their discount programmes.
Expanding Access to Savings
The Clubcard scheme enables shoppers to access discounted prices on thousands of products, including popular meal deals, while accumulating points that convert to cash vouchers. While Tesco has not provided a detailed timeline or comprehensive reasoning for this expansion, a company spokesperson confirmed they are "actively reviewing Tesco Clubcard with the intention of making Clubcard available to under-18s this year."
The spokesperson emphasised that customers without Clubcards can still find value through Tesco's Aldi price match initiative and everyday low pricing strategies. However, the extension to younger shoppers represents a significant shift in policy for the retail giant.
Regulatory and Consumer Pressure
This decision follows explicit recommendations from the Competition and Markets Authority (CMA), which in its 2024 review of supermarket loyalty schemes urged stores to "do more to help some shoppers access loyalty prices," specifically mentioning the inclusion of under-18s. The regulator suggested this could be achieved "through a parent or guardian or by introducing a form of junior membership."
Consumer champion Which? has been particularly vocal in campaigning against what it termed "unfair restrictions" on loyalty scheme eligibility. Reena Sewraz, Which? retail editor, welcomed Tesco's announcement, stating: "Which? research shows that the savings from Tesco Clubcard can be really significant, which is why access to them matters so much for shoppers trying to make ends meet."
Sewraz added: "We've been putting pressure on Tesco for years now over its unfair policy of excluding young people, many of whom are struggling with the cost of living. We're glad Tesco has listened – this is a big step in the right direction, provided it moves quickly to fully implement these changes."
Industry Context and Practices
Currently, most supermarket loyalty schemes require participants to be 18 or older, with Kantar research indicating the average person holds loyalty cards for three different supermarkets. Some competitors have already implemented more inclusive approaches: Morrisons allows younger customers to access discounted prices using parental accounts, while Co-op permits those aged 16 and over to sign up independently and offers junior membership options for younger shoppers with parental assistance.
The CMA noted that while current eligibility requirements are unlikely to breach consumer law, expanding access represents an important step toward greater inclusivity in retail savings programmes. This development at Tesco could potentially influence wider industry practices regarding loyalty scheme accessibility across the UK supermarket sector.
