Marks & Spencer has claimed the title of Britain's favorite supermarket in a Which? customer satisfaction survey, scoring 78% overall - yet its higher prices mean shoppers still view it as an "occasional treat" rather than their go-to for weekly groceries. The high street retailer earned top marks for customer service, store appearance and product quality, but received just two stars out of five for value for money.
The survey reveals a stark divide in Britain's grocery market amid intense cost-of-living pressure. While M&S leads on experience, budget retailers dominate on affordability - with Aldi securing the only "Recommended Provider" status for in-store shopping thanks to its four-star value rating.
Tesco and Aldi jointly achieved the second-highest in-store score at 76%. For online shopping, Tesco and Waitrose tied for first place at 81%, followed by Ocado at 80% and Sainsbury's at 79%.
Bottom performers struggle
Asda and Morrisons languished at the bottom for in-store shopping, both scoring 68%. Customers criticized long queues, poor service and product quality. Asda also ranked last for online shopping at 71%.
Both retailers' loyalty schemes failed to impress, with shoppers saying they delivered no meaningful benefits - dragging down value for money scores even among members.
Price versus quality trade-off
Reena Sewraz, retail editor at Which?, said: «There's no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains.»
She noted: «At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills.»
An M&S spokesman highlighted the retailer's progress: «M&S customers are guaranteed quality and value as well as great customer service, store standards, range and availability.» He added: «Our Remarkable Value range of everyday family favourites – price benchmarked against key competitors – has doubled in size since 2023 and M&S is the fastest growing grocer for families, demonstrating progress in our journey to become a shopping list retailer.»
Rachel Eyre, Asda's chief customer officer, acknowledged the challenge. «We were recognised as the cheapest supermarket for a big shop by Which? last year and are progressing in the areas that matter most — better availability, unbeatable value, and a stronger in-store and online experience,» she said. The retailer is currently losing market share to discount competitors.
Note: This article was created with Artificial Intelligence (AI).
