Reward, the global leader in Customer Engagement and Commerce Media, today unveils new consumer spending insights revealing a continued decline in brand loyalty among UK grocery shoppers.
Switching behaviour among UK grocery shoppers has accelerated since 2023, with June 2025 marking a new high – as 41% of consumers move away from their primary grocer. Discounter grocers are benefitting most from this shift as shoppers manage their budgets, claiming a market share of 20% in June – higher than their 2025 average of 19.3%.
Meanwhile, cross-shopping is now the norm, with 80% of consumers using two or more grocers in June and the average shopper visiting 3.2 different grocers.
These behaviours reflect the growing importance of price, availability, and perceived value in shaping grocery choices – key themes explored in depth in Reward’s newly released report, “The Trends Reshaping Grocery Spend,” which analyses six years of evolving consumer behaviour.
The insights highlight a series of trends that have become firmly embedded in how UK consumers shop for groceries. Key takeaways include:
Top-up shopping dominates: In 2025, 67% of grocery transactions were smaller, frequent shops – up from 61.5% in 2019. The big weekly trolley shop is increasingly being replaced by “little and often” purchases that reflect immediate household needs.
Online is embedded: Online grocery shopping accounted for 11.4% of spend in June, a figure that has remained stable post-pandemic, indicating online is now a standard channel for all types of shopping missions – not just a contingency.
Value is more than price: While discounter grocers gain ground, full-range grocers that invest in personalised supermarket loyalty schemes and convenient multichannel experiences have maintained around 42% of market share since 2019. Consumers are weighing price alongside quality, convenience, and the benefits offered through loyalty.
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. Grocers can no longer depend on routine habits; today’s shoppers are selective, value-driven, and quick to switch.
Supermarket loyalty
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.”
Reward partners with leading grocers and brands to harness real-time behavioural insight, helping them reclaim shopper loyalty, increase share of wallet, and drive measurable results through commerce media ecosystems.
