Tesco Announces Major Clubcard Expansion to Include Under-18s
Tesco has revealed plans to extend its popular Clubcard loyalty scheme to millions more people this year, with under-18s set to benefit from the programme for the first time. The move comes after pressure from consumer advocates and the UK competition regulator, who have urged supermarkets to make loyalty schemes more accessible.
Details of the Clubcard Expansion
The loyalty scheme allows shoppers to access discounted prices on thousands of products, including meal deals, while accumulating points that can be redeemed for cash vouchers. A Tesco spokesperson confirmed the company is actively reviewing the Clubcard with the intention of making it available to under-18s this year, though no specific timeline or detailed reasoning has been provided.
The spokesperson added: "Those customers who do not have a Clubcard can still get great value from Tesco due to our combination of Aldi price match and everyday low prices."
Regulatory and Consumer Pressure
Campaigners have welcomed the decision, having long called for loyalty scheme eligibility to be broadened. Consumer champion Which? has been particularly vocal, urging supermarkets to remove what it describes as "unfair restrictions" on these programmes.
Reena Sewraz, Which? retail editor, commented: "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. 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."
Competition and Markets Authority Review
In its 2024 review of supermarket loyalty schemes, the Competition and Markets Authority (CMA) specifically encouraged stores to "do more to help some shoppers access loyalty prices", including enabling under-18s to participate. The regulator suggested this could be achieved through parental involvement or junior membership options, while noting that current eligibility requirements likely do not breach consumer law.
Industry Context and Comparisons
Data from research firm Kantar indicates that the average person holds loyalty cards for three supermarkets, most of which require shoppers to be 18 or older to join. Other retailers have adopted different approaches: Morrisons allows younger customers to access discounted prices using their parents' accounts, while Co-op permits those aged 16 and over to sign up independently and offers junior membership with parental assistance for younger individuals.
Tesco's expansion of Clubcard access represents a significant shift in the supermarket loyalty landscape, potentially setting a new standard for inclusivity amid ongoing cost-of-living challenges.
