As students across the UK return to colleges and sixth forms this month, Co-op and Barnardo’s have renewed calls for food retailers to extend loyalty benefits to 16 and 17-year-olds, arguing that current restrictions leave millions of young people excluded from vital savings.
Co-op is currently the only national food retailer to provide independent membership access for 16 and 17-year-olds. This includes lower member prices, personalised offers, discounts via reward games, and other loyalty mechanics.
By contrast, many rival grocers restrict loyalty access to over-18s, cutting younger shoppers out of key discounts such as lunchtime meal deals, a popular option for students.
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Rachel Halter, director of membership at Co-op, said: “We see first-hand the volume of young people who come into our stores to buy food and drink, particularly during term time.
“It seems wrong that we’re close to giving 16-year-olds the right to vote, yet they are still denied access to basic savings on food in many stores. Allowing 16 and 17-year-olds to join loyalty schemes delivers economic and social value for individuals and their communities.”
According to Co-op, its membership scheme saves 16 and 17-year-old shoppers an average of £60 annually.
Research from the retailer found nearly three-quarters (73%) of teenagers in this age group report opting not to purchase food or drink due to higher prices when unable to use a loyalty card.
The issue has been on the agenda since 2024, when Co-op and Barnardo’s jointly published Recipe for Success, a policy report urging both government and food retailers to amend loyalty schemes or introduce new discounts to support young people’s access to affordable meals.
Barnardo’s CEO, Lynn Perry, said: “Our research with Co-op found that nearly one in four secondary and college-aged students struggle to access healthy food. Too many young people are missing out on affordable and nutritious options that are critical for their development. With the new school year beginning, we urge all supermarkets to extend their discount schemes to under-18s.”
The campaign has drawn support from Co-op and Barnardo’s Youth Advisory Group. Ola Anretioloaluwa, a 20-year-old student member, said: “It isn’t fair that young people are excluded from discounts simply because of their age. The cost-of-living crisis affects us too, we shouldn’t be locked out of savings that make a real difference.”
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