M&S crowned UK’s favourite supermarket for third year

M&S has pipped Aldi to be named the ‘UK’s Favourite Supermarket’ for the third year in a row.

The supermarket came top of a consumer champion ranking by consumer group Which? with a customer score of 76%, and achieved five out of five stars for overall customer service, staff availability and helpfulness, store appearance and overall quality of own label and fresh products.

However, the retailer was let down on the value for money measure, where customers gave it two stores. This prevented the supermarket from being awarded Which? Recommended Provider (WRP) status.

Aldi came second in the ranking, with a score of 73% for its in-store offering, however also missed out on WRP status as shoppers awarded the discounter only two stars for its range, availability and self-service checkouts.

Which? retail editor Ele Clark said: “M&S pipped Aldi to first place in our annual satisfaction survey this year, showing that – for shoppers who can afford it – quality products and brilliant customer service are still the key to a great in-store experience.

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“No supermarket achieved five stars for value for money, but the fact that Aldi came second shows that price is still a top priority for many shoppers who’ve struggled with spiralling food costs for the last two years.”

Joint bottom in the ranking was Morrisons and Asda with customers giving both supermarkets a score of 64% and two stars for value for money.

M&S’ achievement comes days after chief executive Stuart Machin has celebrated the “hard work of the whole M&S team”, as a  survey named the retailer as the UK’s best brand for 2024 by YouGov.

Online supermarket rankings

In a separate online supermarket table, Iceland came out top with a customer score of 80%, with Waitrose and Tesco awarded joint second.

However both Iceland and Tesco failed to achieve the WRP status, with Which? citing Iceland’s failure to commit to front of pack traffic light nutrition labelling and Tesco not helping the cost-of-living crisis by stocking budget range products in its convenience stores.

Other supermarkets which missed out on the online supermarket WRP rating include Sainsbury’s which was penalised for its ‘grocery freshness’.