Shoppers in the UK are shifting their consumer loyalty habits, with 41% of consumers moving away from their primary grocer, according to figures from Reward.

Additionally, 80% of shoppers purchased from two or more grocers in June. The data also revealed discounters are growing as most consumers limit their spending amid rising costs. They reached a market share of 20% in June compared to the previous average of 19.3%.

However, supermarkets with customised loyalty programmes and omnichannel retail experiences still deliver a strong performance and have accounted for 42% of the market share since 2019.

Paul Jones, SVP Data & Insights at Reward, comments: “Our insights confirm a key trend that’s been building: loyalty isn’t dead, it’s evolving, and it must be earned.

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“Grocers can no longer depend on routine habits; today’s shoppers are selective, value-driven, and quick to switch.”

He added: “In this environment, deeply understanding customer behaviour and market dynamics is more critical than ever. Retailers that harness data-driven personalisation and activate contextual spend insights through commerce media strategies will be best placed to drive meaningful engagement, long-term loyalty, and sustained growth in an increasingly complex landscape.”

Many retailers have been ramping up their loyalty to maintain their customer base amid the supermarket price wars.

Waitrose recently expanded its loyalty programme to Uber Eats, and Morrisons has linked its club card to Deliveroo.