Aldi has been named Britain’s favourite supermarket, ranking ahead of its traditional Big Four rivals, according to a new poll by YouGov.
New polling data for Q4 2023 has shown the German discount supermarket maintained its position as the UK’s most popular supermarket, beating the likes of M&S and fellow discounter Lidl.
It achieved a popularity score of 81%, narrowly beating rivals such as Tesco, Sainsbury’s and Asda which had a score of 79%, 79% and 78% respectively.
Waitrose had the lowest popularity score of the big supermarkets at 62%, while grocery retailers Co-op, Ocado and Heron Foods scored 54%, 39% and 25% respectively.
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The accolade follows Aldi being named the UK’s Cheapest Supermarket of the Year for 2023 by consumer group Which?- its third consecutive time winning the title.
Aldi communications director Richard Thornton said: “We know that with the rising pressures of the cost of living, customers are looking for ways to save without having to compromise on the quality British food they love.
“Aldi continues to offer great quality products at unbeatable prices, which is why we believe British shoppers have voted us the nation’s favourite supermarket yet again.”
