While Aldi stores were criticised for an absence of spit and polish and scant staff, the chain soared on the basis of value for money which saw cost conscious consumers flock to its tills. Those seeking more upmarket fare are increasingly heading to Marks & Spencer.
Aldi surged into top spot with a customer satisfaction rating of 74%, marginally ahead of Marks & Spencer on 73% and significantly in front of its budget twin Lidl – which ranked third with 69%. Waitrose meanwhile found itself languishing in a distant fourth with 68%.
At the other end of the scale Iceland sat in fifth place with a 65% satisfaction rating, just edging out Tesco on 64% as well as Morrisons and Asda which were tied on 63%. Bringing up the rear on 62% was Sainsbury’s which suffered the ignominy of being the worst performing major supermarket brand.
Alex Neill, managing director of Which? home products and services, said: "With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets.
"Aldi and Lidl have won over their customers with value for money, knocking Waitrose off the top spot."
Aldi won praise for the ease of finding items as well as the quality of its fresh and own-label products but was docked marks for queuing time, staff availability and its restricted product range.