Asda is ‘most complained about’ supermarket in the UK

Asda has been named the ‘most complained about’ supermarket in the UK, with an overwhelming majority (83%) of the supermarket’s Trustpilot reviews classed as ‘negative’.

Of those, home delivery accounted for almost two-thirds (62%) of the complaints.

The figures follow an indepth analysis of over 70,000 Trustpilot reviews by online food delivery service Britsuperstore, which assessed the negative reviews left for 10 of the most popular UK supermarkets.

Asda came top of the list with 83.97% of customers who left a review saying they were unhappy with the service, with Sainsbury’s (83%) and Lidl (81%) not far behind.

Other supermarkets performed only slightly better, with 75% of reviews left for Marks and Spencer being classed as negative. This was followed by Aldi (74%), Iceland (73.95%), The Co-op (73.8%), Tesco (72%), Morrisons (69.98%) and Waitrose (69.94%).

Read more: Asda praised for increasing Smart Price product availability

The study, which analysed reviews from 1 January 2022 onwards, also showed that the most complained about supermarket issue in 2022 is home delivery, which accounts for a third (34%) of negative reviews across all UK supermarkets.

Overall, one in five customers who left a negative review were dissatisfied with product quality (20%), while communication (14%), rude staff (10%) and unhelpful staff (10%) also featured in the list.

Of the supermarkets analysed home delivery was top of the complaints list for Asda, where it accounted for 62% of the complaints. It was also the main cause for concern at Sainsbury’s (42%), Iceland (54%), The Co-op (33%), Tesco (22%), Morrisons (36%) and Waitrose (36%).

Product quality was more of a concern for shoppers at Lidl, Aldi and Marks and Spencer, where it accounted for 31%, 27% and 41% of negative reviews, respectively.

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