Survey finds best supermarket for online shopping

About The Authors

17th February 2016 12:56 - FMCG

According to a survey by Which? Iceland is the UK’s top supermarket for online shopping. Launched in 2013, Iceland’s online service has overtaken its competition, for example Ocado and Waitrose, to take the top spot for the first time.Survey finds best supermarket for online shopping

The 7,000 shoppers in the Which? survey attributed Iceland’s victory to its low prices and free delivery for orders over £35 – the lowest free delivery threshold out of all of the supermarkets.

As well as price, Iceland also scored highly for quality, which was the most frequently reported reason for why shoppers choose to purchase their shopping at Iceland.

When the respondents were asked about shopping in store, Waitrose claimed the top spot for the second consecutive year – distancing itself further from its rivals. According to Waitrose’s customers, shopping in Waitrose stores is “a pleasure” due to helpful staff and the tidiness of stores. Waitrose was also found to be the only supermarket to get top marks in categories relating to store environment and customer service.

Alex Niell, Which? Director of Campaigns, said of the survey findings:

"While value for money remains a high priority, people want special offers to genuinely be special and they want a pleasant in-store shopping experience.

"When it comes to online shopping, we know convenient and low cost delivery slots are prominent factors in where people choose to shop."

On the other hand, the Co-op and Asda were scored less favourably in the survey, with Asda being the only online supermarket to be not rated well for products being in stock. Asda also scored poorly for ease of finding products, which made it the lowest ranking online supermarket.

When looking at in-store, the Co-op ranked the lowest.

Which? said of the market research findings:"Shoppers aren't especially impressed with anything about the Co-op - it was the only supermarket not to be rated as ‘good’ in any of the categories we asked about.

"Several Co-op shoppers said that they have trouble getting hold of the items they want there, and talked about it as more of somewhere to do ‘top-up’ shopping rather than a place where they can get the majority of their groceries.”

Supporting the idea that the Co-op was a ‘top-up’ store, rather than a one-stop shop, alternative data showed that the Co-op is the most frequently visited major supermarket.

The alternative data showed that customers had shopped at the Co-op nearly 19 times in the last 12 weeks, which is markedly higher than the average of 11 visits.

Sign up for free insights from your sector…

Support Us...

We hope that you have found this article useful. This section is freely available for all to use. Please help support it by liking us or following us on our social media platforms:

Share this article...

For updated FMCG insights please follow us on @DJS_FMCG or use our RSS feed

Other FMCG Research Findings

Other Latest Market Research Insights

© DJS Research 2021