UK's favourite supermarket crowned by Which? despite winner being 'pricey'

26 February 2024 , 00:01

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Which? has named the UK's favourite supermarket (Image: Getty Images)

Marks & Spencer has been named Britain’s best supermarket.

It topped the rankings from consumer group Which? for the third year running. M&S got a customer score of 76%, with five out of five for service, staff availability and helpfulness, store appearance and overall quality of own-label goods and fresh products.

It did well in all elements of the satisfaction survey, except value for money. One customer said: “When l want something a bit special they never let me down (but) can be a bit pricey”. Its low rating for value for money meant M&S missed out on Which? Recommended Provider (WRP) status.

Aldi was in second place on 73%. One shopper told Which?: “Not sure we would be able to afford a big shop anywhere else… couldn't do without Aldi.” Morrisons and Asda were at the other end of the scale for in-store performance, each with an overall score of 64%. Talking about Asda, one shopper told Which?: “I regularly struggle to get everything I need.” Meanwhile a Morrisons customer described the store as “hit and miss”.

Iceland topped a separate online supermarkets table with a customer score of 80%. For the second year in a row, no supermarket achieved the full five stars when it came to value for money. Only Aldi and Lidl got four stars in this category for their in-store offerings, while Iceland was the only supermarket to achieve this online.

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Ele Clark, at Which?, said: “M&S pipped Aldi to first place, showing that – for shoppers who can afford it – quality products and brilliant customer service are still the key to a great in-store experience.

“No supermarket achieved five stars for value for money but the fact Aldi came second shows price is still a top priority for many shoppers who have struggled with spiralling food costs.”

• M&S – 76%
• Aldi – 73%
• Waitrose – 72%
• Sainsbury’s – 70%
• Tesco – 70%
• Iceland – 69%
• Lidl – 68%
• Asda – 64%
• Morrisons – 64%

Graham Hiscott