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The best and worst supermarkets revealed

Written by: Paloma Kubiak
Thousands of shoppers have cast their vote to name their best and worst supermarkets for in-store and online experiences.

Waitrose and Iceland came top of the crop for in-store and online experience respectively, while Marks and Spencer topped the convenience store satisfaction survey with its Simply Food stores.

As part of campaign group Which?’s latest supermarket survey of 7,000 shoppers, it found that Waitrose just pipped competitor Marks and Spencer to the top spot with customers praising the stores appearance and quality of own-label and fresh products.

Aldi and Lidl shared third place and both were awarded top marks for value for money while Morrisons scooped fifth place.

Asda came last below Tesco and Sainsbury’s with customers citing favourite products being out of stock and difficulty finding items.

In the online category, Iceland came top for the second year in a row with customers praising the convenient delivery slots and friendly drivers.

Ocado beat Morrisons, Tesco, Asda, Sainsbury’s and Waitrose for second place while Budgens, Nisa and Spar occupied the three bottom places in the convenience store rankings.

Richard Headland, Which? magazine editor, said: “With concerns over rising prices the competition among supermarkets is fiercer than ever. While value for money remains a top priority, in-store appearance and the availability of quality and fresh products can also go a long way to satisfying shoppers’ needs.”

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