Auckland, New Zealand – 11Ants, the leader in self-service retail analytics for grocers, has released its landmark 2025 Loyalty Sentiment Report—one of the largest studies ever conducted on grocery shopper loyalty in the United States. Surveying 17,325 randomly selected U.S. shoppers, the report provides actionable insights into how loyalty programs influence shopping behaviour, what drives shopper choice, and how well retailers truly understand their customers.
Key findings show that loyalty in today’s changing grocery landscape is complex. While 55% of shoppers are not members of any grocery loyalty program, 74% of those who are belong to more than one—raising questions about what loyalty truly means in today’s competitive marketplace.
Engagement with loyalty programs remains strong. A notable 93% of members are likely or very likely to scan their card at checkout, with older generations showing the highest levels of participation. When choosing a supermarket, convenience leads with 72.3%, followed by price at 61.1% and the loyalty program itself at 59.6%. Product range ranks significantly lower at 24.7%.
Rewards remain a key motivator. 86% of shoppers say they understand the benefits of their preferred program well or very well, and only 20% feel neutral or negative about the rewards offered. In terms of reward preference, shoppers favour in-store credit (35%), followed by product-specific discount vouchers (30%) and fuel discounts (20%).
The report also highlights that loyalty programs are influencing consumer behaviour: 61% say they shop more often due to loyalty incentives, and 46% say they tend to spend more. Yet only 25% of shoppers believe their main grocery retailer knows them well, revealing a significant opportunity for grocers to improve personalisation and deepen loyalty.
Retailers that scored highest on program effectiveness include FOOD CITY / KVAT Foods, Kroger, and Costco. Target, H-E-B, and Walmart ranked highest for how well they understand their customers. A direct correlation was found between how well shoppers feel known and how often they shop and spend, suggesting that personalised retail experiences drive stronger customer loyalty and basket size.
The report underlines that loyalty programs alone are not enough. Retailers must harness robust analytics capabilities to unlock their full potential. Loyalty and data must work together if grocers are to meet the expectations of today’s shopper.
The survey examined attitudes on loyalty program usage, reward value, preferred benefits, and perceptions of retailer awareness. Full methodology and detailed retailer rankings are available in the complete report.
To access the full report, visit www.11ants.com/loyaltysurvey
For further information, contact:
11Ants Media Relations
Email: tim.nichols@11ants.com
Phone: +64 22 6424657