M&S has been crowned the nation’s favourite supermarket for the third time running according to a survey by consumer watchdog, Which?
Marks and Spencer achieved an overall customer score of 76%, including five out of five stars for overall customer service, staff availability and helpfulness, store appearance and overall quality of own-label and fresh products.
However, it got just two stars for value for money – with one customer describing it as “a bit pricey” – in a survey of in-store supermarket offerings.
Second-placed rival Aldi earned a score of 73%, winning praise for being “excellent value”.
One customer told Which?: “Not sure we would be able to do a big shop anywhere else… couldn’t do it without Aldi.”
The budget giant is regularly found to be the cheapest for a shopping list of groceries in the Which? monthly supermarket price comparison and was named the cheapest supermarket for 2023.
Aldi and Lidl were the only two chains to receive four out of five stars for “value for money” in-store, with no supermarket achieving five stars, as the cost of living crisis continues to hit consumers.
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But Aldi received just two stars for its range, availability and self-service check-outs, with customers complaining about “long queuing times”.
Asda and Morrisons last
Asda and Morrisons found themselves at the bottom of the consumer watchdog’s rankings, each scoring 64%, including two stars for value for money.
One Morrisons customer described the store chain as “hit and miss” while an Asda shopper told Which?: “I regularly struggle to get everything I need.”
Iceland tops online offerings
In a separate survey of online supermarkets, Iceland came out on top with a customer score of 80%.
Shoppers praised its customer service, value for money and the quality of own-label and fresh products, Which? said.
It was the only chain to win four out of five stars for value for money online.
Tesco and Waitrose followed in joint-second place with a score of 78%, with the latter hailed as a “Rolls Royce grocer” providing “efficient and reliable” online delivery.
But one customer questioned why Tesco apparently “never seem to have the cheapest items in stock”.
Shoppers voted Ocado and Sainsbury’s in joint-third place with a score of 75%.
However, Sainsbury’s was last out of six for grocery freshness following a Which? investigation last year.
Tesco and Sainsbury’s loyalty-card prices were also found to have given shoppers the impression savings were more substantial.
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Both rejected claims they used “potentially dodgy tactics” with loyalty card prices – arguing Which? failed to take inflation into account, and stressing that strict Trading Standards rules have been adhered to.
Aldi’s online offering was deemed to be the poorest, achieving just 57% customer satisfaction.
The chain does not offer home delivery and only sells its famed “middle aisle special buys” in-store.
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Aldi’s click and collect slots – available at a flat rate of £4.99 – may be more expensive than other supermarkets, Which? said.
Which? retail editor, Ele Clark, said: “M&S pipped Aldi to first place in our annual satisfaction survey this year, showing that – for shoppers who can afford it – quality products and brilliant customer service are still the key to a great in-store experience.
“No supermarket achieved five stars for value for money, but the fact that Aldi came second shows that price is still a top priority for many shoppers who’ve struggled with spiralling food costs for the last two years.”
