Aldi, M&S and Waitrose beat ‘Big Four’ for customer satisfaction

Low cost and luxury supermarkets Aldi, M&S, and Waitrose have beaten their traditional counterparts in an annual satisfaction survey by Which?.

The consumer champion asked around 3,000 members about their in-store and online shopping experiences at the country’s largest supermarkets.

M&S and Waitrose stores were rated highly for quality, range of products and store experience, while Aldi was top of the list when it came to value for money.

Iceland and Lidl were also in the top five, meaning that overall customers had the best experiences at budget retailers.

The traditional ‘Big Four’ – Sainsbury’s, Tesco, Asda and Morrisons – were further down the table, but did receive some respectable star ratings.

Which? said that the results likely reflect the impact of the cost-of-living crisis, with a middle ground between quality and affordable food “less appealing” for consumers.

“Our results highlight how many shoppers are prioritising value for money above all else, but for those who can afford it, high-quality products and a positive shopping experience still really matter,” said Reena Sewraz, Which? retail editor.

M&S came in first place overall, with a customer score of 77 per cent. The quality of the retailer's own label and fresh products, customer service and store appearance all received five stars. However it received just two stars for value for money.

Aldi, which was recently revealed to be UK's cheapest supermarket by Which?, was the only supermarket to be named Recommended Provider this year for its in-store shopping.

Co-op came in bottom of the survey, with a customer score of 61 per cent. It received just one star for value for money, stock availability, and the choice of substitute items.

The survey follows recent research by Which? that found some shoppers are losing trust in supermarkets as prices soar.

Aldi and Lidl had the highest trust levels, closely followed by Sainsbury’s and Tesco. Waitrose had the lowest level of trust among shoppers in general but among the highest for its own customers.

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