Which? survey reveals best and worst supermarkets

Waitrose and Iceland have been rated best supermarkets for in-store and online experience respectively, according to ‘Which?’

The consumer watchdog surveyed 7,004 members of the public last November about supermarkets they had shopped with in the previous six months.

Shoppers were asked to rate stores based on criteria 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.

Each overall score is based on a combination of customer satisfaction and the likelihood of recommending the supermarket to a friend.

Waitrose secured the in-store accolade just ahead of Marks and Spencer, with both earning plaudits 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.

Asda came last, below Tesco (8th) and Sainsbury’s (7th), who were ranked lower due to many of 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 took second spot ahead of other online competitors including Morrisons, Tesco, Asda, Sainsbury’s and Waitrose.

Despite finishing runners up in the in-store category, M&S had reason to cheer as its 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 this survey

‘Which?’ magazine editor Richard Headland 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.”


Top supermarkets for shopping in-store


2.Marks & Spencer









Top supermarkets for shopping online


2. Ocado

3. Morrisons

3. Tesco

5. Asda

5. Sainsbury’s

5. Waitrose

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