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Supermarkets

Aldi crowned UK’s favourite in-store supermarket by Which?

Ocado fell to joint-fifth place alongside Waitrose and Morrisons, as the online grocer struggled to meet customer demand during the pandemic

Aldi has been named the UK’s favourite in-store supermarket in Which?’s annual satisfaction survey

According to the consumer organisation, Aldi emerged as the top in-store supermarket in the UK after receiving a five-star rating for value for money – the only supermarket to achieve this in the survey – and a 73% customer score.

Despite securing the top spot, Which? revealed that Aldi received “mediocre ratings” across all other categories, including two stars for store layout and three stars for the quality of its own-label products and fresh food.

However Which? said Aldi still came top of the ranking as price was “the most important consideration” for customers when choosing where to shop.

Marks and Spencer ranked second, while in joint-third place was Lidl, Waitrose and Tesco. Much like its rival Aldi, Lidl performed well when it came to value for money, achieving four-star ratings, but it failed to impress customers in other categories.

In Which?’s online supermarket survey, Ocado fell to joint-fifth place alongside Waitrose and Morrisons, as the online grocer struggled to meet customer demand during the pandemic. 

Back in March 2020, the digital supermarket was forced to close down its website for several days to make “operational changes” and ensure the product and distribution slots for  customers were as “fair as possible”.

Sainsbury’s was the highest-scoring online supermarket with an overall customer score of 71% and a four-star rating for the availability of delivery slots.

Co-op finished bottom of the in-store shopping table as it failed to impress customers in key categories. It received just one-star for value for money, and two-stars for its store layout and food quality.

Julie Ashfield, managing director of buying at Aldi UK, said: “We know that demand for great quality products at unbeatable prices has never been higher. That is why we are investing in Britain by opening new stores and creating new ways to shop with us.

“With the uncertainty that so many of us are facing, it is no surprise that price is top of shoppers’ agendas, which is why our clear promise to customers is so important – we are proud to be Britain’s lowest-priced supermarket and we always will be.”

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