Supermarket switching hit a new high in June, as cost pressures evolve brand loyalty, making shoppers more likely to ‘cross-shop’ to make budgets stretch further, according to figures from Reward.

Cross-shopping splits food shops across supermarkets

Data from customer engagement and commerce media solution, Reward, showed than in June over two fifths (41%) of shoppers moved away from their primary supermarket, with 80% using two or more grocers for food shops last month.

The average customer now ‘cross-shops’ across 3.2 different food retailers, as price, availability and perceived value increasingly shape grocery choices.

This rise in cross-shopping, where consumers split food shops across multiple retailers, has also been accelerated by the growing number of customers opting to ‘top-up shop’, instead of buying groceries in one big weekly shop. Over two thirds (67%) of grocery transactions are now smaller, frequent shops, up +5.5 percentage points in the last two years.

Discounters win share of wallet

Supermarket brand loyalty has also been evolving among UK grocery shoppers in the past two years, with Reward’s data showing an acceleration in switching behaviours, which started in 2023 when the cost-of-living crisis saw grocery inflation hit a peak of 17.2% in March.

Discount grocers, including Lidl and Aldi, have benefitted the most from this changing shopping behaviour, with Discounter market share growing to 20% in June, +0.7 percentage points higher than their 2025 average (19.3%).

Value is shaping supermarket loyalty

However, while the Discounters have gained ground, traditional supermarkets that have invested in personalised supermarket loyalty schemes and convenient omnichannel experiences have maintained ~42% of market share since 2019, as consumers weigh up price with quality, convenience and loyalty benefits.

“Our insights confirm a key trend that’s been building: loyalty isn’t dead – it’s evolving, and it must be earned,” said Paul Jones, SVP of Data & Insights at Reward. “Grocers can no longer depend on routine habits; today’s shoppers are selective, value-driven and quick to switch.”

“Retailers that harness data-driven personalisation and activate contextual spend insights will be best placed to drive meaningful engagement, long-term loyalty and sustained growth in an increasingly complex landscape,” Jones added.