Waitrose is UK shoppers’ favourite supermarket and The Co-operative is its least favourite, according to the 2015 Which? Favourite Supermarket Survey.
Waitrose, which is part of Britain’s biggest employee-owned retailer, the John Lewis Partnership, received a five-star rating for customer service, store environment and its own-label and fresh products. Its overall customer score was 73%.
Aldi received a five star rating for pricing, and was close behind overall with 72%. Iceland, Lidl and M&S were also rated highly in the survey of more than 7,000 UK supermarket shoppers.
The Co-operative’s overall score was the lowest at 49%, widening last year’s gap on behind its rivals. It scored two out of five stars for customer service, pricing, quality of own label products store environment and ‘filling your trolley’. On quality of fresh products it received three stars, which places it at the bottom of the table and on a par with frozen food specialist Iceland.
The big four supermarkets performed poorly. Morrisons and Sainsbury’s were joint sixth and Asda, and Tesco eighth and ninth respectively. Ocado was voted best online supermarket for the fifth year running.
A statement from Which? said: “Shoppers told us that value and good quality food products are the most important factors in choosing where to shop. Waitrose and M&S excel at the latter, while Aldi, Iceland and Lidl each get five-star ratings for their pricing. No other supermarket stands out in these areas.
“The high regard in which shoppers hold Aldi, Iceland and Lidl has translated into sales, too. Aldi and Lidl have seen significant increases in sales in the past year. And while Iceland’s have been up and down recently, it posted a large increase in profit last year.”
Waitrose managing director Mark Price said: “We’re grateful to all the customers who voted for us, it’s a great accolade and fantastic recognition for the energy and hard work our 61,000 partners put into creating the best possible experience for shoppers both in our shops and online.”