Which? survey reveals UK’s favourite supermarkets
Waitrose, Iceland and Marks & Spencer have all achieved top rankings in a Which? survey of supermarket shoppers.
In the poll involving more than 7,000 consumers, Waitrose and Iceland were rated as the best supermarkets for in-store and online experience respectively, while Marks & Spencer topped the first ever Which? convenience store satisfaction survey with its Simply Food stores.
Shoppers were asked to rate stores on factors such as store appearance, ease of finding products and overall quality of fresh products. When it came to the online ranking, shoppers were asked about relevance of substitutions for products, value for money and delivery driver’s service.
Both Waitrose and Marks & Spencer won praise for their store appearance and quality of own-label and fresh products.
Aldi and Lidl shared third place and were the only two supermarkets in the survey to be awarded top marks for value for money.
Morrisons was the biggest climber from last year’s survey, moving up from eighth to fifth place. Shoppers praised its easily navigable aisles and fresh food.
Asda fell below Tesco and Sainsbury’s who came in eighth and seventh place respectively. Which? said the supermarkets were ranked lower due many customers’ favourite products not being in stock, difficulty finding items and low scores on value for money.
In the online category, Iceland Online came top for the second consecutive year, with customers particularly happy with convenient delivery slots and friendly drivers. Ocado came in second place for online.
Despite finishing runners up in the in-store category, Marks & Spencer’s Simply Food convenience stores came top in the first ever Which? convenience store satisfaction survey. Budgens, Nisa and Spar occupied the three bottom places of the convenience store survey.
Richard Headland, Which? magazine editor, said: “With concerns over rising prices the competition among supermarkets is fiercer than ever. While value for money remains a top priority, in-store appearance and the availability of quality and fresh products can also go a long way to satisfying shoppers’ needs.”
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