Which? customer satisfaction survey reveals best and worst UK supermarkets
March 2023 - FMCG
Which? customer satisfaction survey reveals best and worst UK supermarkets: The annual survey by consumer watchdog, Which? has just been published for 2023 finding that M&S is the favourite supermarket of shoppers overall for the second year running.
The latest Which? survey polled more than 3,000 shoppers to find the best in-store and online grocery retailers. Supermarkets were rated in several areas including value for money, food quality and customer service.
It hasn't been an easy time for supermarkets over the past few years as they operated throughout the pandemic. Staff absences and supply chain issues, as well as CO2 shortages have proved challenging across the sector, which is now facing difficulties owing to inflation and grocery prices continuing to soar.
M&S scored the most highly overall, achieving a customer satisfaction score of 77%, despite being awarded just two stars for ‘value for money’. Indeed, it was the in-store experience that clinched the place at the top of the table for the retailer, and saw Aldi rank in second position (73%).
Whilst many customers did not find M&S offers excellent value for money, it scored highly for staff availability and helpfulness, store appearance and quality of own label products -- all receiving a rating of 5 out of 5 stars, while stock availability, range of products and queuing time at checkout also scored highly with 4 out of 5 stars.
In third position overall was Waitrose (73%) followed by Iceland (69%), Lidl (69%), Sainsbury's (68%) and Tesco (68%).
At the bottom of the table was Co-op receiving an overall score of 61% and just one star for 'value for money', followed by Morrisons (64%) and Asda (67%).
Despite M&S receiving the highest overall satisfaction score and retaining the top spot as the UK’s favourite store overall, Which? has not made M&S a 'Recommended Provider' this year. This accolade was instead awarded to second-place Aldi, which customers rated 4 out of 5 stars for value for money.
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