Budget supermarket Aldi and its posh rivals Marks and Spencer and Waitrose have been named the best supermarkets in the UK.
M&S took the top spot in the annual Which? survey for in-store experience, followed by Aldi and Waitrose in joint second position.
The results show shoppers rated luxury and cheaper brands over traditional Big Four grocers like Tesco and Sainsbury’s.
It comes as more families continue to be stretched by the cost of living crisis.
Which? asked over 3,000 shoppers about their in-store and online shopping experience at the nation’s biggest supermarkets.
Their findings are based on a range of factors including store appearance, product range and availability and value for money.
You can see the Which? customer score results here:
Supermarket in-store performance
- M&S - 77%
- Aldi - 73%
- Waitrose - 73%
- Iceland - 69%
- Lidl - 69%
- Sainsbury's - 68%
- Tesco - 68%
- Asda - 67%
- Morrisons - 64%
- Co-op - 61%
Supermarket online performance
- Ocado - 81%
- Iceland - 76%
- Waitrose - 76%
- Tesco - 75%
- Sainsbury's - 74%
- Aldi - 69%
- Amazon Fresh - 69%
- Asda - 69%
- Morrisons - 66%
M&S and Waitrose came top of the in-store rankings for quality, store appearance and staff helpfulness.
However, Aldi managed to swoop up the rankings and join the other retailers in the top three by being named best for value for money.
M&S received the top overall customer score of 77% with five stars being awarded for the quality of its own label and fresh products, customer service and store appearance.
But the supermarket failed to impress when it came to value for money, earning just two stars for this.
Aldi received a customer score of 73%, with four stars given to it for value for money and quality of fresh products, but only two stars for stock availability and queue times.
Waitrose also scored 73% overall and was the only brand to get five stars for its range of products.
But like M&S, the grocer only picked up two stars when it came to value for money.
The Co-op came last for the in-store part of the survey, with an overall customer score of 61%.
Shoppers gave it just one star for value for money and two stars for availability, range and quality - but it did get four stars for queue times.
Ocado came top when it came to online shopping, receiving 81%, with the retailer awarded five stars for its delivery slots and collection availability, customer service and range of products.
Iceland and Waitrose came joint second, scoring 76% each for online experience.
Iceland also got five stars for the availability of delivery slots, then four stars for its range of products and the customer service at collection and delivery.
Waitrose also scored highly in these categories, scoring four stars for the ease of using the website and app, along with Iceland.
At the bottom of the table for online shopping was Morrisons with a score of 66% for the online part of the survey.
Morrisons scored only two stars on value for money, stock availability and the choice of substitute items.
Reena Sewraz, Which? Retail Editor, said: “Our results highlight how many shoppers are prioritising value for money above all else, but for those who can afford it, high-quality products and a positive shopping experience still really matter.
“None of the supermarkets received five stars for value in-store, but the discounters still led the way in this category.
“While some shoppers can buy budget ranges and shop around, Which? believes all supermarkets have the ability to make a real difference to hard-hit households.”
A spokesperson for The Co-op said: "We are proud to be a convenience retailer, with 2,500 small shops in every postcode area of the UK, serving over 16 million customers with great value, well priced, high quality, responsibly sourced grocery products.
"Our store colleagues work hard in their shops every single day, serving their communities quickly and conveniently, as well as raising millions of pounds every year to support local causes."
An M&S spokesperson said: “We’re committed to delivering quality and trusted value for our customers alongside a seamless in-store shopping experience, investing £480million in opening new bigger, better stores with fresh-market food halls and in-store innovations to provide the best possible environment for customers and colleagues.”
