M&S Crowned UK's Favourite Supermarket for Fifth Consecutive Year
Marks & Spencer has been named the nation's favourite supermarket for the fifth year running, according to the latest annual survey from consumer champion Which?. The prestigious title highlights M&S's consistent performance in meeting shopper expectations across multiple key areas.
Top Performers and Customer Ratings
In the comprehensive survey, M&S achieved an impressive overall score of 78%, securing its position at the top of the rankings. Shoppers awarded the retailer five stars across several critical categories, including customer service, store appearance, product range and availability, as well as the quality of its own-label and fresh food offerings. This consistent excellence has solidified M&S's reputation among UK consumers.
Tesco and Aldi shared the joint second-highest position for in-store shopping, both scoring 76%. Additionally, Tesco tied with Waitrose for the top spot in online shopping, with both supermarkets receiving a score of 81%. This dual recognition underscores Tesco's strong performance in both physical and digital retail environments.
Value Focus and Discount Retailers
Aldi emerged as the only supermarket to receive the Recommended Provider status for in-store shopping, a testament to its focus on affordability. The discount chain earned four out of five stars for value for money, the highest rating in that category, which it shared with Lidl. Reena Sewraz, Which? retail editor, commented: "At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills."
This emphasis on value resonates with many shoppers who are still grappling with economic challenges, making discount retailers an attractive option for budget-conscious consumers.
Challenges for Other Supermarkets
Tesco received four stars in categories such as customer service, store appearance, product range, and quality. However, it missed out on the Recommended Provider status because its Clubcard prices are not accessible to all customers, highlighting a potential area for improvement in inclusivity.
At the opposite end of the spectrum, Asda and Morrisons were joint bottom for in-store shopping, both scoring 68%. Asda also ranked last for online shopping with a score of 71%. In response, Asda acknowledged these results and outlined its efforts to enhance customer experience. Rachel Eyre, Asda's chief customer officer, stated: "We were recognised as the cheapest supermarket for a big shop by Which? last year and are progressing in the areas that matter most — better availability, unbeatable value, and a stronger in-store and online experience."
She added that internal customer satisfaction data shows improvements, and the supermarket remains focused on reclaiming its position as the top choice for families.
Broader Implications for the Retail Sector
The survey results reflect broader trends in consumer behaviour, where quality and service excellence, as demonstrated by M&S, are highly valued, but affordability remains a crucial factor for many. As the retail landscape evolves, supermarkets must balance these elements to meet diverse shopper needs and maintain competitiveness in a challenging market.
