New research from More in Common has revealed which political parties shoppers at each major UK supermarket are most likely to vote for, and the results might surprise you.
According to the poll, those shopping at Waitrose are now more likely to vote Labour than Conservative. Shoppers at Asda, Tesco, and Aldi are also more inclined to vote Labour.
Cost spectrum contrast
This is particularly interesting as Waitrose and Aldi are at opposite ends of the cost spectrum, with Waitrose regularly named the UK’s most expensive supermarket by Which?, and Aldi the cheapest.
As for the Conservatives, the party is leading the way with M&S and Sainsbury’s shoppers. Morrisons and Lidl proved the go-to supermarkets for Reform voters, while Waitrose was popular with Liberal Democrat supporters.
Online reactions
The Green Party and Restore Britain also had their favourites, with Greens preferring Lidl, and Aldi being the supermarket of choice for Restore.
Online, the results have ‘shocked’ some Brits, with @PatrickBasiewic saying on X: ‘Somehow shocking and yet completely predictable.’ While @markthorley was surprised, commenting: ‘Waitrose voting Labour… not exactly sure about that!’ And @Casteldi_Sangro added: ‘Surprised by such big differences between Waitrose and M&S and Aldi and Lidl.’
Others argued it’s all a case of ‘location, location, location’, saying where people shop will mostly depend on which brands they have access to in their local area.
