M&S Crowned UK's Favourite Supermarket in Annual Which? Survey
The nation's preferred supermarket has been revealed in the latest annual customer satisfaction poll conducted by consumer champion Which?. Marks & Spencer emerged as the clear leader for in-store shopping, despite widespread acknowledgement from shoppers that its premium pricing positions it more as a destination for occasional treats rather than a regular weekly shop.
Detailed Survey Results and Retailer Performance
M&S achieved a commanding customer satisfaction score of 78% in the comprehensive Which? assessment. Shoppers awarded the retailer five-star ratings across multiple crucial categories including customer service, store appearance, product range and availability, and the quality of both its own-label products and fresh food offerings. This strong performance came despite customers giving M&S just two stars for value for money, with many respondents explicitly describing it as a destination for "occasional treats" rather than comprehensive weekly grocery shopping.
This lower value rating meant M&S missed out on being designated as a "Recommended Provider" by Which?. The survey methodology evaluates supermarkets across numerous factors that matter most to consumers, creating a detailed picture of the UK grocery landscape.
Value Champions and Online Shopping Leaders
Aldi distinguished itself as the only supermarket to receive the coveted "Recommended Provider" label for in-store shopping. The discount retailer achieved the highest rating for value for money—earning four out of five stars—a distinction it shared with fellow discounter Lidl. Survey respondents indicated they were willing to accept slightly weaker scores for Aldi's store appearance, customer service, and grocery quality in exchange for consistently low prices that help manage household budgets during ongoing cost-of-living pressures.
Tesco secured a joint second-highest in-store score of 76%, matching Aldi's performance. The UK's largest grocer also ranked joint first for online shopping alongside Waitrose, both achieving an impressive score of 81%. Tesco received four stars for customer service, store appearance, product range, and overall quality, with no category scoring below three stars—including value for money. However, Tesco also failed to achieve "Recommended Provider" status because its Clubcard discounts are not universally available to all shoppers, according to Which? criteria.
Both Ocado and Sainsbury's performed strongly in the online shopping category, scoring 80% and 79% respectively in their overall assessments.
Struggling Retailers and Customer Complaints
At the opposite end of the spectrum, Asda and Morrisons found themselves joint bottom for in-store shopping, each receiving a customer satisfaction score of just 68%. Asda, which according to recent Worldpanel figures is losing market share to discount competitors, also ranked last for online shopping with a score of 71%.
Shoppers reported numerous issues with both retailers. Asda customers specifically criticised long queues, poor customer service, and concerns about product quality. Morrisons shoppers complained about persistent problems with empty shelves and fresh food items that seemed to spoil unusually quickly. Both supermarkets also scored poorly for value for money among their own loyalty scheme members, suggesting these programs are not delivering meaningful benefits to regular customers.
Industry Responses and Strategic Directions
Reena Sewraz, Which? retail editor, commented on the survey findings: "There's no doubt that shoppers value M&S for its exceptional in-store experience and superior product quality. However, many consumers feel its higher prices place it beyond reach for regular weekly grocery shopping. Instead, it becomes an occasional treat destination or a place to hunt for yellow-sticker bargains."
She added: "At a time when households continue to face intense cost-of-living pressures, Aldi maintains its leadership position on price—consistently prioritizing affordability over unnecessary frills."
Rachel Eyre, Asda's chief customer officer, responded to the survey results: "We were recognised as the cheapest supermarket for a big shop by Which? last year and are making significant progress in the areas that matter most to our customers—better product availability, unbeatable value, and stronger in-store and online shopping experiences. We're already seeing improvements in our internal customer satisfaction metrics as a result of these initiatives, and remain absolutely focused on reclaiming our position as the number one choice for British families."
An M&S spokesperson highlighted the retailer's strategic direction: "M&S customers are guaranteed exceptional quality and genuine value alongside great customer service, superior store standards, comprehensive product ranges, and reliable availability. Our Remarkable Value range of everyday family favourites—which we price benchmark against key competitors—has doubled in size since 2023. Furthermore, M&S is currently the fastest growing grocer for families, demonstrating tangible progress in our ongoing journey to become a true shopping list retailer for regular household needs."
The annual Which? supermarket survey provides valuable insights into evolving consumer preferences and competitive dynamics within the UK grocery sector, highlighting the ongoing tension between quality expectations and budget constraints that characterizes contemporary shopping behavior.
