In a troubling revelation for consumers, high-street pharmacy leaders Boots and Superdrug have come under scrutiny for allegedly misleading pricing practices related to their loyalty programmes. An investigation conducted by consumer advocacy group Which? has brought to light numerous instances where the advertised savings for loyalty card members do not reflect the true costs, prompting a referral to the Competition and Markets Authority (CMA).
Investigative Findings Spark Consumer Outrage
The investigation spanned six months in 2025 and scrutinised nearly 700 loyalty deals at Boots and around 6,000 at Superdrug. Which? discovered that a significant number of these promotions were potentially deceptive. For instance, an Avene moisturiser was marketed at £16.50 for loyalty members, while its non-member price stood at £22. However, prior to this loyalty offer, the moisturiser was available for all customers at £17.60, casting doubt on the legitimacy of the purported savings.
The findings indicate that 17 per cent of Boots’ loyalty deals could mislead customers. In contrast, Superdrug demonstrated similar issues, with 3 per cent of its deals deemed potentially misleading. This discrepancy raises questions about the transparency of pricing strategies employed by these prominent retailers.
Responses from Boots and Superdrug
Both retailers have responded to the allegations, albeit with differing emphases on their commitment to customer value. A spokesperson for Boots stated, “At Boots, we strive to deliver great value for money for our customers every day,” asserting that the company is dedicated to transparency and adherence to industry standards. They expressed their intention to align all promotions with the CMA’s guidance.
Meanwhile, Superdrug maintained that the examples cited represent a small fraction of their extensive loyalty pricing promotions. A spokesperson highlighted their ongoing efforts to provide competitive pricing and rewards, particularly for Health & Beautycard members, emphasising their commitment to consumer value.
Consumer Trust in Question
The implications of this investigation resonate deeply with consumers, many of whom remain sceptical about the legitimacy of loyalty card discounts. A previous CMA report noted that while loyalty discounts in supermarkets generally provide genuine savings, around 40 per cent of shoppers still harbour doubts. Sue Davies, the head of consumer protection policy at Which?, voiced her concerns about the potential erosion of trust in loyalty schemes, stating, “It’s concerning that Boots’s rival Superdrug seems to be employing similar dodgy-looking pricing tactics.”
Davies urged the CMA to act decisively to deter such questionable practices, asserting that consumers deserve assurance that the deals presented to them are authentic.
Why it Matters
This situation highlights a broader issue within the retail sector regarding transparency and consumer trust. As shoppers increasingly rely on loyalty programmes to secure savings, the integrity of these schemes becomes paramount. Misleading pricing tactics not only undermine customer confidence but can also lead to a significant backlash against major retailers. In an era where consumers are more informed and discerning than ever, it is vital for brands like Boots and Superdrug to uphold ethical pricing practices that reflect genuine value. The outcome of the CMA’s investigation could set a precedent for how loyalty programmes operate in the future, ensuring that consumers are treated fairly and transparently.
