M&S emerged as the top supermarket in a recent Which? survey, scoring 79% for quality and experience, and the only retailer earning five stars for own-label products. Tesco followed closely with a score of 74%, ranking well in store appearance and online shopping but missing WRP status over Clubcard concerns. Aldi, Iceland, and Waitrose tied for third, while Asda and Morrisons bottomed out the table, facing criticism for poor service and store conditions. This survey underscores consumer preference for quality and a satisfying shopping experience, with some willing to pay extra for it.
As our survey reveals, the good shopping experience and quality products are vital to shoppers, as evidenced by M&S's and Tesco's standing.
M&S achieved a remarkable 79% customer score, earning the title of UK’s highest-rated in-store supermarket, recognized for the quality of its fresh products.
Despite being the largest supermarket, Tesco's Clubcard limitations hindered its recognition as a WRP despite achieving an impressive second place in customer scores.
Customers voiced dissatisfaction with Asda and Morrisons, the latter noted for cramped conditions and underwhelming customer service, placing them at the bottom of in-store ratings.
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