Tesco has been crowned Britain's favourite supermarket at The Grocer Gold Awards, marking its 10th consecutive victory. The retailer beat competitors like Aldi and M&S in a survey of nearly 15,000 respondents from NIQ's Homescan Consumer Panel. Customers cited Clubcard Prices and strong everyday low pricing as key factors in Tesco's win.
Tesco's Market Dominance
The food retailer also claimed The Grocer of the Year award for its 'value, innovation and insight'. Tesco achieved its highest market share in over a decade at 28.7%. Critics described Tesco as 'a great, well-run machine of a business'. The Clubcard scheme, previously criticised for excluding under-18s, was updated in June 2026 to allow 16 and 17 year olds to sign up with a parent or guardian's existing account.
Competition from M&S and Aldi
Despite Tesco's win, M&S remains the nation's favourite in the Which? annual survey for the fifth year running, including 2026. M&S earned a 78% customer score, the highest for in-store supermarkets, praised for product quality and trendsetting releases like TikTok-inspired Shake-A-Cucumber pots and the Wimbledon-inspired Chocolate, Strawberry & Pistachio Creme Sandwich. In the Grocer survey, Tesco tied for second place with Aldi at 76% overall score. Tesco received four stars for customer service, store appearance, product range, and quality, with no category below three stars, including value for money.
Shopper Feedback
Shoppers appreciated Tesco's balance of price, quality, and range, with Clubcard discounts being a major draw. One shopper said: 'Prices are high everywhere, Clubcard is the deciding factor.' M&S struggled on price, scoring only two stars for value for money, with customers viewing it as a destination for 'occasional treats' rather than weekly shopping. Aldi, meanwhile, was named Britain's cheapest supermarket for six consecutive months, with an average price of £163.34 for 95 items, compared to £200.63 at Tesco and £214.72 at Ocado (which stocks M&S goods).
