In a highly competitive retail landscape, Britain’s top supermarket chains continue to battle not just on price, quality and convenience — but on perception. A recent consumer survey posed a revealing question: If all supermarkets were the same distance from your home, where would you choose to shop?
The results offer a fascinating glimpse into the minds of UK shoppers and show just how much brand identity, value perception, and loyalty influence decision-making — even when location is taken out of the equation.
Aldi and Lidl: The Discount Darlings
Despite their budget reputation, Aldi and Lidl continue to punch well above their weight. When asked where they’d go if distance were no issue, a significant portion of shoppers chose one of the two German discounters.
Aldi led the way, praised for its low prices, growing premium ranges, and no-nonsense layout. Lidl was close behind, with many respondents citing quality, especially in the bakery and fresh produce departments. In an era of economic uncertainty, the discount model is clearly resonating — not just with value seekers, but with middle-class households who now shop there without hesitation.
Tesco: Trust and Familiarity Still Win
Tesco remains a strong favourite among those who value range and reliability. As the UK’s largest supermarket chain, its loyalty programme, Clubcard Prices, continues to play a crucial role in attracting and retaining customers. Many consumers said that even if another supermarket were closer, they’d stick with Tesco for the deals and familiarity.
Sainsbury’s and Asda: Fighting the Middle Ground
Sainsbury’s, traditionally seen as a more premium brand, still commands loyalty from older shoppers and families looking for balance — good quality, decent prices, and a civilised shopping experience. Its partnership with Nectar loyalty and focus on sustainability are also attractive.
Asda, meanwhile, wins fans for its strong price points and wide selection. Though some respondents noted inconsistencies in product availability or store presentation, its price leadership and George clothing line remain big draws.
Morrisons: Fresh But Fading?
Once known for its market street concept and in-store butchers, Morrisons received mixed responses. While long-time customers praised its fresh counters and commitment to British sourcing, some felt the chain has lost its edge post-pandemic. Several shoppers said they once loved Morrisons, but have since migrated to Aldi or Lidl for better prices and faster in-and-out trips.
Waitrose and M&S: Premium Preferences with Loyal Fans
Waitrose and Marks & Spencer ranked lower in overall preference due to price — but their loyal base remains fiercely dedicated. For those prioritising quality, ethical sourcing, and a more upmarket experience, both brands are unrivalled. M&S in particular is seen as a “treat” destination, with high praise for its ready meals and bakery.
One shopper summed it up: “If I had the money, I’d always go to M&S. But for everyday shopping, Aldi gives me almost the same quality at half the price.”
Conclusion: Brand Power Still Reigns
While proximity often drives real-world shopping habits, this theoretical question reveals deeper brand loyalties and consumer values. Aldi and Tesco appear to lead the pack — one for price, the other for trust — while Lidl continues its steady climb into mainstream hearts.
Ultimately, if every supermarket sat side by side on the same high street, it wouldn’t just be about bargains or location — it would be a battle of reputation, emotional connection, and how well each retailer understands its customer.