Asda has been taken top spot as the ‘most complained about supermarket on the internet’, after independent research found that three out of every four (75%) reviewers gave the grocer just one star.
The Big 4 grocer took the lead as the UK’s supermarket with the most negative reviews across TripAdvisor and Trustpilot. M&S and Sainsbury’s took second and third place, with 73% and 71% respectively, while Lidl and Iceland rounded out the top five.
The data came from online business MrQ, which analysed almost 10,000 TripAdvisor and Trustpilot reviews of the UK’s leading supermarket chains, to reveal which stores receive the most one-star reviews.
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Waitrose was the least complained about supermarket, according to the report. However, more than half (52%) of all Waitrose reviews were still negative, one-star reviews.
The research also revealed that – contrary to the ‘Karen’ narrative – men are 131% more likely to make an online complaint than women.
| Rank | Brand | Total reviews | % of one-star reviews |
| 1 | Asda | 9,870 | 75% |
| 2 | M&S | 314 | 73% |
| 3 | Sainsbury’s | 7,661 | 71% |
| 4 | Lidl | 2,802 | 67% |
| 5 | Iceland | 3,921 | 62% |
| 6 | Aldi | 4,372 | 62% |
| 7 | Tesco | 10,580 | 60% |
| 8 | Morrisons | 6,427 | 57% |
| 9 | Waitrose | 3,262 | 52% |
Asda’s overall rating on Trustpilot shows up as ‘bad’, with a further 6% rating them as ‘poor’ and 3% as ‘average’. Just 16% of those who left reviews described the service in a positive way.
Complaints focused on missed or cancelled delivery slots, unsuitable substitutes, poor communication and unsatisfactory customer service.
Asda was previously named the ‘most complained about’ supermarket in the UK in a separate piece of research conducted earlier this year.
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