More than half (54%) of Brits believe that supermarket loyalty schemes benefit the retailer more than the customer, new data shows.

According to the latest research from analyst Ipsos, conducted among more than 1,000 shoppers, 95% of Brits aged 16 to 75 have at least one loyalty card. However, 64% believe that supermarkets increase product prices to make the loyalty discounts more appealing, Convenience Store reported.

Ipsos’ Ekaterina Mincheva told the title: “Although shoppers are drawn to the promise of savings and rewards, there’s a significant undercurrent of cynicism, with many believing that supermarkets manipulate prices and prioritise their own profits over customer value.”

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The data also shows a lack of supermarket loyalty among shoppers, despite the schemes. Nearly four fifths (79%) use multiple schemes but only 53% said that loyalty cards impact where they shop.

Some 38% also felt uneasy about the amount of data was being collected by supermarkets from their loyalty schemes.

However, Ipsos did find that features, including “points for every £1 spent”, a percentage discount off the bill and cheaper individual products, were popular among 36%, 34% and 32% of Brits, respectively.

Just last month, Booths unveiled plans to debut loyalty prices, as it rolls out a “fundamental” overhaul of its rewards programme.

According to The Grocer, the supermarket chain will reward loyal shoppers with discounts across around 300 of its own-brand ranges in stores.