In the middle of a cost-of-living squeeze, when shoppers are scrutinising receipts more closely than ever, counting every penny – the UK’s favourite supermarket might not be the one you’d expect.
Despite receiving just two out of five stars for value for money, this supermarket earned full marks for customer service, store appearance and product quality – the factors that ultimately secured its win. Many shoppers praised its reliability and high standards, though some admitted they see it as a place for occasional treats rather than a full weekly shop.
The best supermarket in Britain
For the fifth consecutive year, Marks & Spencer has claimed the top spot in the annual Which? supermarket rankings, securing a customer satisfaction score of 78 per cent. The high-end food retailer finished well ahead of competitors such as Asda and Morrisons, which scored 10 percentage points lower.
The survey asked customers to rate supermarkets on value for money, customer service, store appearance and product quality. While M&S received just two out of five stars for value, it achieved full five-star ratings for customer service, store appearance and product quality, a combination that proved decisive.
Shoppers praised the retailer’s consistency and standards. One respondent said: “It’s the best place for high-quality produce and never lets me down.” However, many admitted they do not rely on M&S for their weekly grocery shop, describing it instead as a destination for special occasions or discounted “yellow sticker” bargains. “It’s nice to shop there for something a little special, but it is quite expensive,” one customer said.
Tesco and Aldi tied for second best supermarket in the UK
Tesco and Aldi tied for second place, each earning a customer score of 76 per cent. Aldi stood out for its affordability and remains the only supermarket awarded Which?’s “Recommended Provider” label.
Tesco performed strongly across most categories but missed out on the label because its Clubcard discounts are not available to all shoppers.
At the bottom of the rankings were Asda and Morrisons, both scoring 68 per cent. Customers criticised long queues and customer service at Asda, while Morrisons shoppers raised concerns about empty shelves and fresh food not lasting long enough.
Reena Sewraz, retail editor at Which?, said the results reflect the balance shoppers are trying to strike between price and experience. While M&S continues to impress on quality, she noted that Aldi remains the leader when it comes to affordability.
The findings suggest that even in challenging economic times, many shoppers are still willing to pay more, at least occasionally, for a supermarket experience they trust.