ASDA's Rewards app has become the largest grocery app in the UK, with over 4mn MAUs in 3Q23. It has successfully incorporated gamification elements to win over consumers and boost user engagement. Conversely, Tesco has shown the ability to significantly boost app engagement through cross-brand Clubcard promotions. As high levels of UK food inflation persists, saving on groceries will be more pivotal for consumers, heating up the competitive landscape for UK grocery apps.