18 February 2014 - 8:30am | posted by | 0 comments

Aldi tops Waitrose in Which? supermarket satisfaction survey

Aldi tops Waitrose in Which? supermarket satisfaction survey Aldi tops Waitrose in Which? supermarket satisfaction survey

Discount food retailer Aldi has edged out its upmarket peers in a Which? survey which crowned it Britain’s favourite supermarket.

Aldi received a healthy 76 per cent satisfaction rating in the poll thanks to its low pricing and quality produce, just ahead of middle-class favourite Waitrose which has topped the poll every year since it first began in 2007, pulling in a whisker less at 75 per cent.

Which? commented: “Aldi customers love its pricing and also rate it highly for the quality of fresh food, its range of products and how easy it is to find items.

“The single most important factor for shoppers when deciding which supermarket to buy from is that it offers good value, and [customers] clearly see Aldi as number one in this department.

“Shoppers told us that supermarkets generally aren’t helping to ease the impact of increasing food prices on their day-to-day budgets. But Aldi is a rare exception - 80per cent think it’s helping with this.”

A total of 7,000 shoppers were quizzed for the poll, scoring each chain on pricing, quality of produce, store environment, stock and navigation.

Marks & Spencer came in third for the poll, followed by Lidl, Iceland, Asda, Sainsbury’s and Morrisons with the Co-operative in last place with a lowly 50 per cent.

Don't miss out... Get your Marketing news by email

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Agency51 Design & Development - Women Make Waves

22/07/2014
Challenge. Women Make Waves is a new online blog network...

Swoon Editions

22/07/2014
The Client Swoon Editions is an online furniture brand that...

Asda Store Proposition Intranet

17/07/2014
The Client Asda is Britain’s second largest supermarket...

Timberland Apparel merchandising

15/07/2014
Six large installations in Milan for footwear and apparel....

Hudson Fuggle: Case study

15/07/2014
We spoke to Sue Higgins Finance Director at creative agency...