Aldi is well known all around the UK, existing as a cheap and cheerful choice for a grocery shop. Having won countless awards, like the Great Taste Awards 2021, the supermarket chain is a favourite among many households.
The results of an annual Which? survey may come as a shock to Aldi lovers, however, as it has been knocked off the top spot as the nation's favourite supermarket. Which? surveyed 3,057 members of the public online in October, and 1,304 reported their online grocery shopping experience.
In what might be considered an unexpected turn of events, the new champion is none other than upmarket in-store supermarket M&S, which is not exactly the budget supermarket's closest competitor. It is all the more surprising with the ongoing cost of living crisis, which has seen the prices on supermarket shelves take a hike.
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M&S received a customer score of 78 per cent in the annual Which? survey, receiving five stars for store appearance, customer service and the quality of its own-brand and fresh products. In comparison, Aldi received a 77 per cent customer score.
However, Aldi was the only supermarket to get a full five stars for value for money, being described as “cheap and cheerful”, despite "long queues" which perhaps resulted in the loss of the one percentage point that saw them beat.
M&S chief operating officer and food managing director Stuart Machin said: “As M&S Food modernises to become a bigger, better, fresher food business and expand our appeal to enable more customers to shop bigger baskets, this is a welcome endorsement.”
Which? magazine editor Harry Rose said: “Shoppers have chosen M&S as their favourite supermarket for a great in-store shopping experience and quality products. But with the cost of living continuing to rise, many people are looking for quality at the cheapest possible price, and this is reflected by a strong showing in our research for some of the least expensive supermarkets.”
Waitrose came in third place with a score of 75 per cent however as expected, did not get rated highly for their value for money. The ‘big four’ supermarkets didn't come far behind with Tesco receiving 70 per cent, whilst Sainsbury's earned 68 per cent, Asda 67 per cent and Morrisons 67 per cent. And, for the second year running, Co-op was voted the worst in-store supermarket, with a customer score of only 61 per cent.
Which supermarket do you think deserves the top spot? Let us know in the comments below.
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