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.