SHOPPERS have named their favourite supermarket and just one has been named by Which? as a recommended provider.
The consumer watchdog’s annual customer satisfaction survey has ranked the UK’s supermarkets based on factors such as store appearance and prices – here are the results.
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Which? surveys customers each year to get their views on a range of products, shops and services.
This gives shoppers an idea of what they can expect when using a brand.
More than 3,000 members of the public were surveyed about their in-store shopping experience at the nation’s biggest supermarkets.
They looked at a range of factors including store appearance, product range and value for money.
Discount supermarket Aldi was the only brand to score five stars for value for money.
But Marks and Spencer (M&S) topped the table overall for in-store supermarkets.
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Iceland got the highest score in separate rankings that assessed the online shopping experience such as delivery slot availability and website design.
Here is how the supermarkets ranked.
Marks & Spencer
Shoppers gave M&S an overall customer score of 78%, the highest rating in the research.
The brand got five stars each for store appearance and quality of its products and three stars for value for money.
One customer said: “I seriously love M&S, it’s part of my childhood …the food is the best you can get.”
Another added: “Just love it. Fantastic products. Great quality.”
Aldi
Aldi was second in the table with an overall score of 78%.
It got five stars for value for money, four for product quality and three for store appearance.
One shopper told Which?: “You get more food for your money.”
But it ranks seventh for online supermarkets – based on its website, produce range, delivery slots and value for money – with a score of 69%.
The figures were enough for the consumer group to give the supermarket its only in-store Recommended Provider endorsement.
Julie Ashfield, managing director of buying at Aldi UK, said: “As the cost of living continues to rise, it’s more important than ever that we continue to offer shoppers the highest quality products at unbeatable, affordable prices.
“We’re proud that our customers have recognised our dedication to keeping prices low and we will continue to support shoppers through this uncertainty.”
Waitrose
Shoppers gave Waitrose five stars for store appearance and product quality but only three stars for value of money.
That gave it an overall score of 75%.
This was still higher than its online score of 71%, with shoppers giving just three stars for delivery slot availability and value for money.
One customer described it as “a nice place to browse but it is a little more expensive and sometimes I don’t feel that it’s justified.”
Iceland
The frozen food-focused supermarket brand got the highest score for its online service.
It received five stars across all categories including website design and range of products, giving it an online customer score of 76%.
One shopper said Iceland was “lifesaving during the lockdowns as it was the only place with available delivery slots.”
Its in-store ratings were lower though, receiving three stars for appearance and product quality and four for value for money.
That gave Iceland an overall customer score of 73%.
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Lidl
Lidl scored 73% overall in the in-store supermarket rankings.
Customers gave the discount supermarket only two stars for store appearance, three for product quality and four for value for money.
It doesn’t offer a delivery service so isn’t included in the online tables.
Tesco
The supermarket giant scored highly for its online service, receiving five stars for its app and 74% overall – the second highest score.
But shoppers were less impressed with the in-store shopping experience, giving Tesco three stars each for product quality and value for money.
It got an in-store customer score of 70%.
Sainsbury’s
Similar to Tesco, Sainsbury’s did well for online shopping, with a score of 72% including four stars each for its website or app, product range and delivery slot availability.
But its in-store customer score was 68%, with three stars for value for money.
Asda
Asda received the same score for both in-store and online shopping.
Shoppers gave the brand an overall customer score of 67% for each category.
It got three stars each for store appearance, product quality and value for money and the same for its website, online range and delivery slot availability.
Morrisons
Morrisons scored higher among shoppers for its online service.
It got four stars across all online categories and a score of 71%.
Its in-store score was 67% with three stars each for appearance, product quality and value for money.
The Co-operative
The Co-operative’s in-store service came bottom of the table.
It got just two stars for value for money and three each elsewhere, giving it an overall score of 61%.
The Co-operative doesn’t offer deliveries so isn’t included in the online tables.
Shoppers described The Co-op as “expensive,” “always crowded,” and with “long queues at checkout.”
Ocado
Internet-only supermarket Ocado was joint second with Tesco for online grocery shopping.
It got five stars each for its website and app and product range, four stars for slot availability and three for value for money.
That gave it an overall online customer score of 74%.
Amazon Fresh
Amazon may be trying to crack the online grocery delivery service as it has done with much of the rest of retail.
But it came bottom of the table for online supermarkets with a score of 63%.
Shoppers gave it just three stars each for its website and app, delivery slots and value for money.
Amazon Fresh did get four stars for its product range.
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