Waitrose shoppers are the most vocal when it comes to recommending their shopping trip to friends, according to new research.

The retailer’s customers were the most passionate about their shopping trip, followed by Morrisons and Tesco, the survey of 20,000 shoppers revealed.

Asda and Sainsbury’s came off worst.

A new breed of consumer, dubbed ‘Grocer Groupies’ - shoppers who enjoy their shopping experience so much they recommend their favourite store up to 25 times a month - had emerged, claimed Starcom MediaVest Group, which carried out the research.

“These shoppers are super-fans,” a spokesman said. “They are a very vocal minority who love to shout about their shop. Waitrose came top because it is exciting its customers with new and interesting food of high quality. That gets people talking, both through word of mouth and social media.”

While sales at the other supermarkets may be good, they could do more to excite shoppers, he added. “The research shows that the others are not doing enough to enthuse their customers, which might lead to them raising their shopping trip as a newsworthy topic within a social group,” he said.

“Asda and Sainsbury’s are underperforming when it comes to getting customers talking. People might be shopping there, but they are not recommending that shop to friends and family.”

Value for money remained top of shoppers’ priorities in the survey, followed by quality.