M&S crowned 'UK’s favourite' in-store supermarket

M&S has been crowned favourite in-store UK supermarket for a third year in a row by Which?.

Results of the consumer champion’s annual satisfaction survey of M&S, Aldi, Lidl, Waitrose, Morrisons, Ocado, Sainsburys, Iceland, Asda and Tesco was put to 3,141 UK adults.

The survey showed that M&S had an average customer satisfaction score of 76 per cent.

The supermarket achieved five out of five stars for overall customer service, as well as staff availability and helpfulness, store appearance and overall quality of own-label and fresh products.

However, M&S only scored two out of five on value for money, meaning it missed out on Which?'s Recommended Provider (WRP) status.

Aldi, which reclaimed Which?’s title of cheapest UK supermarket in November after its previous run of 16 consecutive months was broken by Lidl in October, came in second place.

Aldi received an overall customer score of 73 per cent for its in-store offering, with one shopper telling Which?: “Not sure we would be able to afford a big shop anywhere else… couldn't do without Aldi.”

However, Aldi also missed out on WRP status due to only receiving two stars for its range, availability, and self-service checkouts.

Sainsbury’s and Ocado came in joint third place with a 75 per cent customer score.

Sainsbury’s was praised in categories including customer service and stock availability but missed out on becoming a WRP based on Which?’s investigation into grocery freshness, where it came last out of six supermarkets, and its Nectar loyalty prices which - like Tesco’s - were found to be problematic in the consumer champion’s 2023 investigation.

Ocado scored highly in most categories and qualified as a WRP. One shopper said: “Ocado’s expertise in online grocery is reflected in the service it offers.”

In September 2023, Which? alleged that Tesco and Sainsbury’s may be using “potentially dodgy tactics” around some of their loyalty offers. The assertions by Which? have since led to the Competition and Markets Authority beginning a review of loyalty pricing schemes offered by supermarkets.



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