Aldi tops UK consumer survey as shoppers tighten belts

12th February 2018


Discount retailer Aldi has been named the UK’s favourite physical supermarket in an annual customer satisfaction survey run by Which? The result sees Aldi – which topped the poll once before in 2014 – knocking Waitrose off the top spot, which it had occupied for three years.

Aldi performed well on the quality of its fresh and own label products, and for the ease of finding products, with shoppers liking its special offers and value for money. The retailer scored five stars for value, compared to just two stars for Waitrose.

Marks & Spencer took second place in the survey, scoring top marks for store appearance, and for quality of fresh and own label products. Lidl was third, scoring well on value but not on queuing time, staff availability and product range.

The ‘big four’ traditional supermarkets – Tesco, Asda, Morrisons and Sainsbury’s – languish at the bottom of the table, with Sainsbury’s taking last place. Consumers taking part in the survey perceived all of the big four as offering poorer value for money than discount rivals.

“With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets,” says Which? Home Products and Services managing director Alex Neill. “Aldi and Lidl have won over their customers with value for money, knocking Waitrose off the top spot.

“The big four supermarkets need to up their game or risk losing their customers to other supermarkets who are doing a better job of giving people what they want.”