Co-op and children’s charity Barnardo’s are calling on UK food retailers to allow 16- and 17-year-olds full access to loyalty discount schemes, arguing that many young people are currently excluded and missing out on essential savings.
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GLOCo-op and children’s charity Barnardo’s are calling on UK food retailers to allow 16- and 17-year-olds full access to loyalty discount schemes, arguing that many young people are currently excluded and missing out on essential savings.
Key Findings & Arguments
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Co-op research shows that 16- and 17-year-old shoppers who participate in their membership scheme save on average £60 per year, underscoring the financial benefit for young people.
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Recent polling indicates that a large majority of young people want more inclusive retail discount schemes. Among Co-op members aged 16-25, 97% believe that retailers should expand access to affordable food discounts for young people, especially as they begin to make independent purchasing decisions.
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A joint report from Co-op and Barnardo’s highlights cost and exclusion from retail discount offerings as one of the main barriers for young people, particularly those who are financially independent or increasingly responsible for their own expenses.
Current Situation & Gaps
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Co-op is currently the only national UK food retailer that allows 16- and 17-year-olds to independently join its membership and loyalty scheme.
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Many major supermarket loyalty schemes require members to be 18 or older to hold their own account, which leaves under-18s, especially those living independently, excluded.
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Young people report that they often have to skip purchases or pay full price because they cannot access loyalty discounts. This disproportionately affects those aged 16-17, who may already be financially stretched.
Proposed Changes & Recommendations
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Retailers are being urged to amend the terms of their loyalty and discount schemes so that 16- and 17-year-olds can join and access the same benefits as adult members.
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The organisations recommend more targeted discount schemes or special offers for young people, particularly for essential, nutritious foods.
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Young people also want loyalty programmes to be easy to sign up for, with minimal proof requirements, and designed to offer relevant and valuable rewards.
Wider Context & Impacts
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The advocacy forms part of the report A Recipe for Success: How do children and young people want to access food in their communities?
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Exclusion from loyalty discounts is linked to wider issues of food insecurity, especially among young households and those in vulnerable circumstances. Young people cite affordability, price, and exclusion from schemes as significant barriers to accessing healthy food in local shops.
Source: Co-op
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