The Swedish competition authority has released a research report conducted by economist Ulrika Holmberg and professor Johan Hagberg from the University of Gothenburg. The study focuses on the prevalence and effects of loyalty programs in the Swedish grocery retail sector, emphasizing both horizontal and vertical competition from the consumer's perspective.

As part of its review of the food industry in 2023 and 2024, the competition authority identified loyalty programs and associated discounts as potential areas of competition concern. The report reveals that discounts on selected products are the most common rewards offered through these loyalty programs.

Many programs also provide bonuses based on total purchases over a period, such as points or discount vouchers that can be used as payment. Some loyalty programs collaborate with other companies to offer additional discounts, including credit card offers and mortgage discounts.

Loyalty programs have become nearly mandatory in Swedish grocery retail over the past few decades, playing a central role in pricing, promotional strategies, and customer relationships. Given the concentrated market, rising food prices, and increasing discounts and member offers, the competition authority initiated this study to explore how loyalty programs are structured, how they are utilized, and their implications for consumers, retailers, suppliers, and competition.