Every time you shop, you’re creating a snapshot of your household’s eating habits. When you look at what goes into your trolley over time — the types of food, how often you buy them, and in what quantities — you start to see patterns that say a lot about your typical diet. For example: 

• Nutritional Balance pattern:  Not seeing many fruits, veggies, or whole grains in your trolley? That’s a sign that you could be missing out on nutrients that are critical to your health. 

• Moderation pattern:  If your trolley’s weighted towards processed snacks or sugary treats, it could point to habits that increase the risk of things like obesity, diabetes, or heart disease. 

In fact, some supermarkets are already using loyalty data to send personalised offers, healthier swaps, and gentle nudges. Plus, research in the UK and beyond shows that grocery data is a useful stand-in for food diaries — especially for understanding household-level eating patterns. 

What’s the alternative? 

Traditionally, the main way to track nutrition has been food diaries. But let’s be honest- they’re time-consuming, people forget things or remember selectively, and very few of us want to write down or record everything we eat — especially over the long term. 

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Shopping data offers a simpler, less demanding way to understand how you’re fuelling your home. 

Are there any limitations? 

Yes — and we want to be upfront about them. 

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Household view, not individual. 
Your loyalty data reflects what the whole household buys, not what each person eats.  
But here’s our take: good nutrition is a team effort. When your household shop has a healthy balance, it creates a better food environment for everyone. 

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It doesn’t track everything you eat. 
Shopping data won’t capture takeaways, restaurant meals, or office snacks.

We’re working on this! Soon, you’ll be able to scan receipts from your deliveries and dining out. In the meantime, your grocery data still gives you powerful insight into your everyday food habits — and research shows that how you eat at home usually reflects how you eat elsewhere too. 

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Bulk buys can skew things. 
Stocking up on bulk buys or special offers might temporarily throw off the picture. 

That’s why we only start analysing your data after you’ve built up a meaningful amount (at least 100,000 calories of purchases).  Plus, we look at your shopping across the last 12 months to smooth out any spikes from bulk buys or big occasions like Christmas.

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