Aldi bests other retailers for title of UK’s favourite supermarket

The price of food was a major factor in shoppers' choices, according to the Which? Survey.

12 February 2018
supermarketsaldiWaitroseMarks and Spencersiceland

  • Aldi knocked Waitrose off the top spot. Despite Aldi stores being described as “untidy” and “a jumble sale”– and customers complaining about rushed checkouts – value for money trumped premium product lines.
  • Aldi’s special offers rated well, as did the quality of its fresh food and own-label products. Shoppers loved the supermarket’s “fantastic prices,” with many also praising an “always improving” selection of food. The ease of finding items on shelves also got a thumbs up.
  • Waitrose had held first place for three years, but in the latest survey dropped to fourth position. Its customers gave it a two-star rating for its value for money, in contrast to Aldi’s five.
  • Marks & Spencer ranked second with five-star ratings across store appearance, quality of own-label products and its fresh produce.
  • Lidl secured third position with five stars for its value for money, but was marked down by customers when it came to queuing time, staff availability and range of products.
  • The big four supermarkets – Tesco, Asda, Morrisons and Sainsbury’s – languished at the bottom of the in-store survey. Customers at Sainsbury’s were least impressed with its special offers and value for money, bringing it in last out of nine supermarkets.
  • When it came to online, Iceland claimed the top spot for the third year running, but it shares it with Ocado for the first time. Iceland received five stars for its drivers’ service and the availability of delivery slots, with three quarters of shoppers saying their most recent order was delivered on time.
  • Launching in 2016, Amazon Fresh was included in the online survey for the first time, coming in fifth position. However, the service is only available to certain postcodes in the south east of England.

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