M&S Crowned UK's Favourite Supermarket for Fifth Consecutive Year
British shoppers have once again voted Marks & Spencer as the nation's favourite supermarket, marking the fifth year in a row that the high-end retailer has claimed the top spot. The annual survey conducted by consumer champion Which? revealed the best and worst stores for food shopping across the United Kingdom, with M&S emerging as the clear winner despite concerns over value for money.
Survey Results and Customer Satisfaction Scores
In the comprehensive research, M&S achieved an impressive customer satisfaction score of 78 per cent, maintaining its position at the pinnacle of British retail. The survey asked participants to rank supermarkets based on multiple criteria including overall customer service, store appearance, product quality, and value for money. While M&S received only two out of five stars for value, it earned full marks for customer service, store appearance, and product quality.
One enthusiastic shopper told Which? researchers: "It's the best place for high-quality produce and never lets me down." However, the consumer champion also found that many customers viewed M&S as a destination for occasional treats rather than their regular weekly shop. Another shopper commented: "It's nice to shop there for something a little special, but it is quite expensive," while a third added: "I don't feel I can do a full shop there."
Runners-Up and Value Leaders
Tesco and Aldi tied for second place with identical in-store scores of 76 per cent. Aldi was praised for its value for money but received lower ratings for customer service (three out of five stars), self-service (two out of five), and product quality (three out of five). Which? noted that Aldi remains the only supermarket to receive its 'Recommended Provider' label due to its strong performance on cost.
Tesco performed consistently across all categories, receiving four stars for customer service, store appearance, product range, and overall quality. The supermarket did not score below three stars in any category, including value for money. However, Tesco missed out on the 'Recommended Provider' status because its Clubcard discounts are not universally available to all shoppers.
Bottom of the Rankings
At the opposite end of the spectrum, Asda and Morrisons shared the joint bottom position for in-store shopping, both receiving a customer score of 68 per cent. Shoppers criticised Asda for long queues, poor customer service, and subpar product quality. Morrisons customers complained about empty shelves and fresh food that spoiled quickly. One shopper said about Morrisons: "It's not the cheapest and it's quite old-fashioned looking."
Both Asda and Morrisons also scored lower for value for money among loyalty scheme members, suggesting they were not delivering meaningful benefits for their customers. Reena Sewraz, Which? retail editor, commented: "There's no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains."
Industry Responses and Future Outlook
Asda's chief customer officer Rachel Eyre responded to the survey results by stating: "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. We're seeing improvements in our internal customer satisfaction data as a result, and remain focused on being the number one choice again for families."
Morrisons declined to comment on the survey findings. Sewraz added regarding the broader retail landscape: "At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills." The survey highlights the ongoing competition in the UK supermarket sector, with retailers balancing quality, service, and affordability to meet diverse consumer needs.
