A new survey by International Supermarket News (ISN) has unveiled the UK’s most popular supermarkets, highlighting customer satisfaction in areas like value, service, and product quality. The survey, which collected responses from 500 randomly selected shoppers, saw Marks & Spencer (M&S) crowned the UK’s favourite supermarket. The results, however, showed stiff competition, with premium retailer Waitrose taking a close second, and discount chains like Lidl and Aldi also securing strong positions.
Marks & Spencer: The Clear Favourite
M&S emerged as the top supermarket, earning a score of 66 out of 100. The retailer received five stars across key categories such as customer service, staff availability, store cleanliness, and the quality of its own-label and fresh products. Customers praised M&S for offering a premium food range with reliable quality.
“M&S always delivers in terms of product quality, and their staff are exceptionally helpful,” said one respondent. The survey results reflect M&S’s strong reputation for both its food and overall shopping experience.
Waitrose: A Strong Contender
Coming in second place was Waitrose, the premium grocery retailer renowned for its high standards of food and service. With a score of 65%, Waitrose was praised for its wide variety of quality products and its commitment to ethical sourcing and sustainability. Many customers highlighted the pleasant shopping experience and excellent customer service they receive at Waitrose stores.
“Waitrose is my go-to for special meals and high-quality ingredients,” one participant commented. Despite its higher price point, Waitrose’s focus on delivering a premium shopping experience clearly resonates with customers, especially those willing to pay for superior products and service.
Lidl: The Value Leader
Lidl secured third place with a score of 64 out of 100, just behind Waitrose. Known for its unbeatable prices and competitive product range, Lidl continues to attract customers seeking value for money. While some respondents noted that shopping at Lidl can take longer due to product layouts, many emphasized the significant savings they enjoy.
One customer shared, “You can’t beat Lidl on price. It’s my top choice when I want to save on groceries without compromising too much on quality.”
Sainsbury’s: A Reliable Fifth
Sainsbury’s, another major UK supermarket chain, ranked fifth in the survey with a score of 55%. Customers praised the retailer’s product variety and competitive pricing, but some felt that its value proposition could be improved in comparison to discounters like Lidl and Aldi. Still, Sainsbury’s remains a trusted brand for many UK shoppers.
A customer noted, “Sainsbury’s is reliable and offers a good mix of products, but I find myself going to Lidl more often for better prices.”
Aldi: Affordable and Popular
Aldi, another discount supermarket, tied with Tesco for third place in the survey, scoring 51%. Like Lidl, Aldi is known for offering high-quality products at low prices. Aldi’s no-frills approach has gained a strong following in the UK, particularly among cost-conscious shoppers. Customers appreciated Aldi’s ability to deliver both quality and affordability, making it a top choice for many families.
“Aldi is where I do most of my shopping now—it’s affordable, and the quality of their products keeps improving,” said one customer.
Co-op: A Hit Among Older Shoppers
Co-op, while not securing the highest scores overall, was highlighted as the favourite supermarket among older shoppers. Co-op’s smaller store formats and focus on convenience make it a popular choice for seniors, who value its accessible locations and reliable product range.
One older respondent shared, “The Co-op is easy to get to, and I like that the stores are smaller—it’s a less stressful shopping experience.”
Morrisons and Asda: Struggling to Keep Up
The survey showed that Morrisons and Asda both struggled to meet customer expectations, placing below their competitors. Morrisons scored 45%, with some respondents feeling that the supermarket lagged behind in terms of value and customer service.
Asda came in last with a score of 35%, with customers citing issues related to store cleanliness, product availability, and staff engagement. One customer commented, “Asda has slipped in recent years. I find myself shopping elsewhere because the experience isn’t what it used to be.”
Premium Supermarkets Lead, But Value Remains Key
The International Supermarket News survey underscores the diverse preferences of UK shoppers, with M&S and Waitrose leading the way in premium customer experiences. However, value remains a critical factor, as demonstrated by the strong performance of discount chains Lidl and Aldi.
Sainsbury’s continues to hold its own, while Co-op’s convenience factor appeals particularly to older customers. Despite facing challenges, Asda and Morrisons still have loyal customers but will need to step up their game to compete more effectively.
Ultimately, the survey results reveal that while quality and customer service drive loyalty at the top end of the market, affordability remains a key determinant in where UK consumers choose to shop.
