Satisfaction guaranteed: Aldi is the UK’s favourite supermarket

Aldi has usurped Waitrose as Britain’s favourite supermarket, according to a major Which? poll.

Shoppers were impressed with the discounter’s special offers, the quality of its fresh and own-label food and the ease of finding items on shelves, the annual supermarket satisfaction survey found.

Waitrose, which had held the top spot for three years, dropped to fourth position behind Marks & Spencer and Lidl, despite scoring maximum marks for store appearance, staff availability, and quality of fresh own label produce.

It fell down on value for money, receiving a two-star rating in contrast to Aldi and Lidl’s five.

Tesco, Asda, Morrisons and Sainsbury’s were in the bottom half of the table, with Sainsbury’s customers least impressed with its special offers and value for money, leaving it last out of the nine supermarkets.

“With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets,” said Alex Neill, managing director of Which? home products and services.

“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.”

Meanwhile, Iceland was named best online store for the third year running, fighting off competition from Ocado, Morrisons, Waitrose, Tesco, Sainsbury’s, Asda and Amazon Fresh.

The frozen food giant achieved an overall customer score of 74% with five-star ratings for its convenient delivery slots and driver service, and four-star ratings for its range of products, value for money, and the quality of both its own label and fresh products.

“We are naturally delighted to have been recognised once again as Britain’s best online store in the annual Which? supermarket survey,” said Iceland managing director Nigel Broadhurst. “This adds to the accolades we won last year as Online Supermarket of the Year at The Grocer Gold Awards, and Online Retailer of the Year at the IGD Awards.”