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M&S, Aldi and Waitrose voted the best supermarkets to shop in

Written by: Rebecca Goodman
M&S has been voted as the best UK supermarket for in-store performance with an average customer score of 77%.

It was closely followed by Aldi and Waitrose which both had a score of 73% in the annual survey from consumer group Which?.

For online shopping, Ocado was voted in the top spot, with an overall score of 81%, followed by Iceland and Waitrose, which both had overall scores of 76%.

Shoppers were asked to score the supermarkets they shop at based on a range of factors including value for money and product range.

M&S, Aldi and Waitrose best for in-store shopping

For those shops people actually visit, middle-class options including M&S and Waitrose were at the top of the tables but lower-cost options including Aldi, Iceland and Lidl weren’t far behind.

All of these brands were also above the traditional ‘big four’ supermarkets of Tesco, Sainsbury’s, Asda, and Morrisons.

M&S received five stars (out of five) for store appearance, quality of own-brand products, and staff availability and helpfulness. But it only received two stars for value for money.

Aldi, in second place, was the only supermarket named as a Which? “recommended provider” for its in-store shopping experience. It received four stars out of five for value for money and its own-label products, but just two stars for the queuing experience and its stock levels.

The discount supermarket also announced yesterday it was hiring more than 6,000 staff as part of an expansion project across the UK and it recently launched a partnership with the food waste company Too Good To Go, selling ‘Magic Bags’ of food worth £10 for £3.30.

It was also named as the cheapest supermarket in the UK in January, by Which?, and the cheapest supermarket for 2022 and 2021.

In fourth and fifth place were Iceland and Lidl, with both getting an overall score of 69%.

Sainsbury’s and Tesco were in sixth and seventh place, with an overall score of 68%, followed by Asda, Morrisons and Co-op.

Co-op ended up in the bottom spot with an overall average score of 61%. It received just one star for value for money and two for stock availability, quality of own-label range, and its range of products.

Ocado wins top spot for online performance

For the online shopping experience, Ocado got the top spot with an overall score of 81% despite only receiving three stars out of five for value for money.

It was followed by budget option Iceland in second place and Waitrose in the third spot.

In fourth and fifth spots were Tesco and Sainsbury’s with overall scores of 75% and 74% respectively while Aldi was in sixth place with a score of 69%.

Amazon Fresh, Asda and Morrisons were at the bottom end of the table. Morrisons came last with an overall score of 66% for its online shopping experience.

Ten UK supermarkets were included in the survey and customers were asked to vote on the following factors: value for money, stock availability, range of products, quality of own label products, store appearance, queuing at the checkout and staff availability and friendliness.

Each supermarket was then given an overall score and 3,000 people took part in the survey.

‘Shoppers are prioritising value for money above all else’

Reena Sewraz, Which? retail editor, said: “Our results highlight how many shoppers are prioritising value for money above all else, but for those who can afford it, high-quality products and a positive shopping experience still really matter. None of the supermarkets received five stars for value in-store, but the discounters still led the way in this category.

“While some shoppers can buy budget ranges and shop around, Which? believes all supermarkets have the ability to make a real difference to hard-hit households by ensuring everyone has easy access to basic, affordable food lines at a store near them, as well as through targeted promotions – particularly in areas where people are most in need. They should also make it easy to compare prices.”

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