Which? have released a new survey, that has now revealed the the best and worst supermarkets for food quality, customer service and value for money.
More than 3,000 shoppers were surveyed for the best supermarket both for in-store quality and online experience, and Marks & Spencer has taken all the glory.
Aldi and Waitrose were in joint second, but Which? has recommended Aldi as their top Provider - as it was better value for money than M&S.
The results show shoppers rated luxury and cheaper brands over traditional Big Four supermarkets like Sainsbury's and Tesco. Which?'s findings are based on a range of factors including product range, staff friendliness, store appearance and value for money.
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Read on below for the full results of the survey, including in-store and online performance.
Which? top supermarket in-store performance
- M&S - 77 per cent
- Aldi - 73 per cent
- Waitrose - 73 per cent
- Iceland - 69 per cent
- Lidl - 69 per cent
- Sainsbury's - 68 per cent
- Tesco - 68 per cent
- Asda - 67 per cent
- Morrisons - 64 per cent
- Co-op - 61 per cent
Both Aldi and Lidl outperformed the 'big four' supermarkets (Asda, Morrisons, Sainsbury's and Tesco) again this year – perhaps unsurprising at a time when value has become so important to shoppers.
Joint-second-placed Waitrose, like Marks & Spencer, received five stars for the appearance of its stores, its staff and the quality of its products, and a poor two stars for value for money.
It was the only supermarket to score five stars for its queuing times.
Which? top supermarket online performance
- Ocado - 81 per cent
- Iceland - 76 per cent
- Waitrose - 76 per cent
- Tesco - 75 per cent
- Sainsbury's - 74 per cent
- Aldi - 69 per cent
- Amazon Fresh - 69 per cent
- Asda - 69 per cent
- Morrisons - 66 per cent
Ocado customers were impressed with its range of products, the availability of its delivery slots and its customer service at delivery, awarding it five stars for these measures.
Second-placed Iceland and Waitrose both received an average three stars for value for money and stock availability and a good four stars for their websites and apps.
However, Waitrose was rated more highly than Iceland for its range of products and customer service at collection and delivery, where it received five stars, and quality, where it was rated four stars.
Iceland was rated more highly for the availability of its collection and delivery slots, with five out of five stars.
Which? also went undercover through mystery shoppers to reveal the freshest online supermarket, getting people to order the same 16 perishable products, with use-by dates.
The consumer champion then added up the number of full hours remaining from the time of delivery to midnight on the use-by date for each item and calculated an average per supermarket.
Have a look at the results below:
Tesco came out top, with items lasting almost 11 days on average. Waitrose was at the bottom of the table, with items lasting an average of 8.6 days.
Iceland couldn't be included in the final rankings, because it had so many missing items or incomparable substitutions. And when Which? ran a separate analysis using the six comparable items we did manage to get from Iceland, it ranked last.
During the course of the investigation, the mystery shoppers took delivery of items that were already out of date by the time they were delivered, groceries that were within their use-by date but looked too manky to eat, and one item with a completely illegible use-by date.
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