M&S Crowned Britain's Favourite Supermarket for Fifth Consecutive Year
Marks and Spencer has been named Britain's favourite in-store supermarket for the fifth year in a row, according to the annual survey by consumer group Which?. The retailer achieved the highest in-store customer score of 78 per cent, maintaining its dominance despite concerns over pricing.
Discounters Rise Through the Ranks
Aldi moved above Tesco from third to second place in the annual rankings, while Lidl rose from seventh to fourth position, overtaking Waitrose, Sainsbury's and Iceland. Both discount supermarkets were praised for their value for money, with Aldi earning the exclusive title of 'Which? Recommended Provider' for in-store shopping.
M&S received five-star ratings for customer service, store appearance, product range and availability. Shoppers particularly praised the quality of own-label and fresh food at M&S, with one customer commenting: "It's the best place for high-quality produce and never lets me down."
Value Concerns Impact Premium Retailer
Despite its overall success, M&S scored just two stars for value for money, with many customers saying they visited the store for occasional treats rather than full weekly shops. This lower value score meant M&S missed out on the 'Which? Recommended Provider' status.
One shopper noted: "It's nice to shop there for something a little special but it is quite expensive," while another added: "I don't feel I can do a full shop there."
Aldi's Value Proposition Wins Recognition
Aldi matched Tesco's overall score of 76 per cent and achieved the highest rating for value for money with four out of five stars. Shoppers said they were willing to overlook slightly weaker scores for store appearance, customer service and grocery quality in exchange for consistently low prices.
Julie Ashfield, chief commercial officer at Aldi UK, said: "We're proud to be Which?'s only Recommended Provider for in-store supermarket shopping. We know that value for money is the top priority for customers."
Lidl Also Praised for Affordability
Lidl earned a customer score of 75 per cent and was similarly praised for value for money. One shopper commented: "Just great prices and good unique items on rotation. Loyalty scheme is great with achievable goals."
Tesco Maintains Strong Performance
Tesco performed strongly with a joint second-highest in-store score of 76 per cent and ranked joint first for online shopping alongside Waitrose with 81 per cent. The supermarket received four stars for customer service, store appearance, product range and overall quality.
Shoppers praised Tesco's balance between price, quality and range, with many highlighting savings through Clubcard discounts. However, Tesco missed out on WRP status because its loyalty discounts are not currently accessible to everyone.
Struggles at the Bottom of the Table
Asda and Morrisons were joint bottom for in-store shopping, both receiving a customer score of 68 per cent. Asda also ranked last for online shopping with 71 per cent. Shoppers criticised long queues, poor customer service and product quality at both retailers.
Rachel Eyre, Asda's chief customer officer, responded: "We're seeing improvements in our internal customer satisfaction data as a result, and remain focused on being the number one choice again for families."
Online Excellence Recognised
Two additional supermarkets were awarded WRP status for their online offerings. Ocado scored 80 per cent, with shoppers praising its range of delivery slots and helpful drivers. Sainsbury's also excelled among online shoppers who gave it an overall score of 79 per cent.
A Sainsbury's spokesperson said: "We're really pleased to see customers recognising the great service, quality, choice and value we work hard to deliver every day both online and in stores."
Survey Methodology and Context
The results were based on an online survey of 3,552 members of the UK public in November last year, covering 4,928 in-store and 1,417 online shopping experiences. Supermarkets were judged on categories including customer service and value for money, with separate scores generated from overall satisfaction and likelihood of recommendation.
Which? retail editor Reena Sewraz told the Daily Mail: "There's no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop."
The survey results come as grocery price inflation eased back to 4 per cent in January, its lowest level since last April, according to separate figures. Spending on supermarket own-label goods accounted for 52.2 per cent of grocery sales, the highest level recorded.
