Aldi has beaten Waitrose for the first time in the latest Which? supermarket satisfaction survey thanks to its low pricing and quality produce.
The German grocer received a 76 per cent satisfaction rating in the 7,000 shopper poll and edged out Waitrose by a single point which has topped the poll since its inception in 2007.
“The single most important factor for shoppers when deciding which supermarket to buy from is that it offers good value, and customers clearly see Aldi as number one in this department,” said Which?
“Aldi customers love its pricing and also rate it highly for the quality of fresh food, its range of products and how easy it is to find items.
“Shoppers told us that supermarkets generally aren‘t helping to ease the impact of increasing food prices on their day-to-day budgets. But Aldi is a rare exception – 80 per cent think it‘s helping with this.”
Shoppers scored each chain on pricing, quality of produce, store environment, stock and navigation. Marks & Spencer came third in the poll, followed by Lidl, Iceland, Asda, Sainsbury‘s and Morrisons. The Co-operative was in last place with 50 per cent.
In the four weeks to February 2, all big four supermarkets lost market share while Aldi grew sales by 37.9 per cent and Lidl by 16.4 per cent, according to Kantar.