Aldi trumps Waitrose in Which? satisfaction survey for first time


Aldi has topped the annual Which? supermarket satisfaction survey as value for money continues to be the key driver for shoppers.

The annual survey of 6800 shoppers judges the UK’s top supermarkets on their shopping experience over the last six months both online and in store.

Although shoppers described Aldi as “untidy” and having rushed checkouts, its pricing knocked higher-end supermarket Waitrose off the top spot and edge ahead of Marks & Spencer in second place.

In third was rival Lidl, while Waitrose which won for the previous three years, fell to fourth place.

This was largely down to a two-star rating Waitrose was given for value for money, compared to Aldi’s five.

“We’re over the moon to be named the best supermarket in the Which? annual customer satisfaction survey voted for by UK shoppers,” Aldi UK and Ireland chief executive Matthew Barnes said.

“At Aldi, we’re proud to offer fantastic quality products at amazing prices and to be named the UK’s favourite supermarket shows just how much we are resonating with shoppers.”

Elsewhere, Sainsbury’s ended up bottom of the list, with a spokesperson pointing to confusing methodology of the ranking system and highlighting how it beat Aldi in categories like store appearance, queuing time, staff availability and product range.

In the online category, Iceland came joint first with Ocado, marking the third consecutive year the frozen food specialist has trumped its rivals.

This category was based on the convenience of delivery slots, the choice of substitute items and the service of the drivers.

Iceland managing director Nigel Broadhurst said: “We are naturally delighted to have been recognised once again as Britain’s best online store in the annual Which? supermarket survey.

“We are also a business that is and has always been committed to doing the right thing, most recently reflected in our aim to eliminate plastic packaging from our own-label range by 2023.”

The full list:

  1. Aldi 

2. Marks & Spencer

3. Lidl

4. Waitrose

5. Iceland


7. Asda / Morrisons

9. Sainsbury’s

Online winners:

1. / Ocado

3. /

5. Amazon Fresh




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  1. Remember you may be on the right path but if you standstill you WILL get run over.

    In the Business of Life you have to keep making strides. Growing and learning and vice versa.

    The alternative is not desirable.


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