April 2019
Featured in this insight: Consumer goods & FMCG , Food & drink, Retail
Nation’s favourite supermarket revealed in annual Which? survey: The latest survey by Which? has revealed a new supermarket is the nation’s favourite, knocking Aldi from the number one position.
Waitrose was crowned top supermarket in the latest poll of 12,000 UK shoppers, which looked at experiences across areas such as quality of fresh produce, value for money and attractiveness of the shopping environment. The leading retailer was given a customer satisfaction score of 76%.
Other well rated Bricks and Mortar supermarkets included Marks and Spencer (second place with a score of 71%), followed by budget supermarket Aldi (68%) and Lidl (66%).
In fifth place came Morrisons (64%) followed by Sainsbury's (63%), Tesco (59%) and Iceland (57%). Asda received the lowest customer score overall which saw it placed at the bottom of the table in ninth position (56%)
Waitrose was the only in-store supermarket to be awarded 5 stars for their instore customer service with helpful staff available to assist customers.
Value for Money
Offering the best value for money Lidl and Aldi scored five stars – the only in-store supermarkets to score this highly both in this area, however, both scored poorly when asked about the range of products available, scoring just one star each.
Online shopping
When it came to shopping online, Ocado fared best followed by Iceland (2nd) Waitrose (3rd), Tesco (4th), Morrisons (5th) and Sainsbury's (6th), with Asda finding itself once more at the bottom.
Ocado scored highly in areas including the range of products it offers, easily navigatable website, delivery slots available and the quality of fresh produce and own-label products.
View more of our sector specific insights: Consumer goods & FMCG, Food & drink, Retail
