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Aldi comes top in Which? supermarket satisfaction survey

Aldi has taken the top spot as the UK’s favourite in-store supermarket in Which?’s annual best and worst supermarket satisfaction survey.


Aldi comes top in Which? supermarket satisfaction survey

The budget retailer was rated well for its special offers, quality of fresh and own-label products and the ease of finding items on shelves. It is the second time Aldi has come top in Which?’s annual survey following its success in 2014.

Waitrose was knocked off the top spot, which it has held for the past three years, and dropped to fourth position. Its customers gave it a two star rating for its value for money compared to Aldi’s five points.

Marks & Spencer came in second place due to it achieving a five star rating for store appearance, quality of own-label products and the quality of fresh products.

Lidl was in third position with five stars for its value for money. However, customers did not rate it so highly for queuing time, staff availability and the range of products.

The big four supermarkets – Tesco, Asda, Morrisons and Sainsbury’s – were bottom in the survey. Sainsbury’s came in last out of the big four with customers being least impressed with its special offers and value for money.

Looking at online service, Iceland claimed the top spot for the third year running, which it shared with Ocado for the first time. Iceland received five stars for its drivers’ service and the availability of delivery slots with three quarters of shoppers saying their most recent order was delivered on time.

After launching in 2016, Amazon Fresh was included in the online survey for the first time and came in fifth position although the service is only available to certain postcodes in the south east of England.

Alex Neill, managing director of Which? home products and services, said: “With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets. Aldi and Lidl have won over their customers with value for money, knocking Waitrose off the top spot.

“The big four supermarkets need to up their game or risk losing their customers to other supermarkets who are doing a better job of giving people what they want.”

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