Aldi knocks Waitrose off top spot in supermarket satisfaction survey


Lidl was voted the worst of all supermarkets for queuing times, Aldi and Iceland's staff availability disappointed and Waitrose's value for money scored the worst.

The annual survey of 6800 shoppers judges the UK's top supermarkets on their shopping experience over the last six months both online and in store. Overall, Marks & Spencer came in second, followed by Lidl in third place.

Since then more than 700 of its shops have sprung up across the United Kingdom and Ireland, luring consumers who value the group's cut-price product offering; and its stripped-back, no-nonsense approach to groceries.

Matthew Barnes, Aldi's United Kingdom chief executive, said: "To be named the UK's favourite supermarket shows just how much we are resonating with shoppers.' Aldi patrons loved the supermarket's "fantastic prices" with many also praising an 'always improving" selection of food, Which? said.

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The study - which asked 6,800 shoppers to rate stores on their appearance, staff helpfulness, queuing times, range of products and special offers - named the local versions of Waitrose, Tesco and Sainsbury's in the top five.

Matthew Barnes, chief executive, United Kingdom and Ireland at Aldi, said: 'We're over the moon to be named the best supermarket in the Which? annual customer satisfaction survey voted for by United Kingdom shoppers.

In 2017, Aldi - which was founded in 1961 in Germany but has roots dating back to 1913 - had its most successful year in the United Kingdom and Ireland ever, raking in over £10bn in annual sales for the first time in history. The Waitrose spokesman said: 'As Which? itself says, many customers praised our top quality produce'.

Sainsbury's said it was "confused by the methodology" used to create the rankings, pointing out that its shops had outperformed the top-ranked supermarket on measures such as store appearance and had matched it on quality of products.

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Iceland did well in the Which? survey, receiving five stars for its home delivery service.

Among the online supermarkets, Iceland claimed the top spot for the third year running, but shared the title with Ocado for the first time.

"Aldi and Lidl have won over their customers with value for money, knocking Waitrose off the top spot".

The "big four" supermarket giants - Tesco, Sainsbury's, Asda and Morrisons - have been cutting costs in order to invest more in their price offerings, in an attempt to hold on to their market shares.

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