The investigation conducted by Britain's Competition and Markets Authority (CMA) into supermarket loyalty card schemes has been completed. The CMA found little evidence to support the claim that retailers artificially increase regular prices in order to make loyalty promotions more appealing.

The review, which began in January, suggests that consumers who participate in these loyalty programs can genuinely save money on products that are priced specifically for loyalty members. The CMA's findings are intended to assure shoppers that they are not being treated unfairly when they use loyalty schemes. The regulator's statement emphasizes that the benefits of these programs are real, which should give consumers confidence in their purchasing decisions.