britain's favourite supermarket

Asda chief customer officer Stephen Smith

Nielsen questioned over 5,678 households to find the nation’s favourite supermarket. And changes to the methodology this year saw shoppers asked to consider topical new questions around food provenance (in the light of Horsegate), convenience, and customer focus (as opposed to customer service previously).

But the result was the same, with Asda scooping this award for the fourth year on the trot. So how did it pull it off?

In the new categories Tesco came top for customer focus and convenient ways to shop. Sainsbury’s topped the poll for good food provenance.

That meant Asda didn’t have it easy. In fact, Nielsen is keen to highlight just how close the battle was with arch rival Tesco in particular this year.

However, Asda edged ahead on price. As a weighted survey, the fact price was considered the most important factor was especially important.

Mind you, Asda wasn’t ranked no1 for price. That accolade went to Aldi, with Asda second. Just as significant was the fact Lidl finished third. Tesco is no longer in the top three.

This gave Asda breathing space. As it also came top for promotions and offers, and runner up in overall shopping experience, wide choice, customer focus and convenient ways to shop, it was consistency above all that enabled Asda to come top.

Of the remaining criteria, shoppers felt: Sainsbury’s was the most ethical supermarket, Tesco offered the widest choice of products; and M&S was voted top for quality food and drink.

Overall, Sainsbury’s finished third, Tesco second. But, once again, the big win went to Asda.