M&S is nation's favourite in-store supermarket, according to annual Which? poll

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3rd March 2022 08:35 - Retail

M&S is nation's favourite in-store supermarket according to annual Which? poll: The results of the latest annual survey by Which? have revealed that the preferred in-store supermarket of UK shoppers, is Marks and Spencer, narrowly taking the crown from last year's top scorer, Aldi.

The survey polled 3,057 UK adults who shop in-store at the nation's leading supermarkets to find out their opinions around value for money, quality of products and the store's overall appearance.

Marks and Spencer achieved a customer score of 78% overall, scoring 5 stars (the top score possible) for both its store appearance and the 'overall quality of own-label and fresh products', however, scoring less highly when it came to 'value for money' (3 stars).

Ranking second, was Aldi (77%), scoring five stars for 'value for money', however, dropping points for its store appearance (3 stars) and overall quality of own-label and fresh goods (4 stars).

In third was Waitrose (75%), followed by Iceland (73%), Lidl (73%), Tesco (70%), Sainsbury's (68%), Asda (67%), Morrisons (67%) and The Co-operative (61%).

Online Supermarkets:

When it came to online supermarkets, Iceland came top with an overall customer satisfaction score of 76%, scoring five stars for 'ease of using the website or app' and 'availability of collection and delivery slots' and four stars for both 'range of products' and 'value for money'.

Ranking second was Ocado (74%), scoring five stars for its website and ease of use, as well as for the availability of delivery slots. The retailer scored four stars for its range of products and three for 'value for money'.

Tesco came in third (74%) with consumers praising its website and/or app (5 stars) and the range of products it offers (four stars), however it dropped points for the availability of delivery/collection slots and the value for money it offers shoppers (both 3 stars).

Sainsburys came in fourth with an overall customer score of 72%, followed by Morrisons (71%), Waitrose (71%), Aldi (69%), Asda (67%) and Amazon Fresh (63%).

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