Aldi crowned as UK’s favourite supermarket for value for money – beating Tesco and Asda

Supermarket food: Stefan Gates compares fruit and veg cost

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Consumer group Which? regularly tracks supermarket prices to determine which grocer is the cheapest. However in its latest survey, the consumer group asked supermarket customers to rate their shopping experience in a range of categories such as in-store appearance and layout, quality of produce, availability of online delivery slots and value for money.

German discount supermarket Aldi was crowned as the top in-store supermarket in the UK after receiving a five-star rating for value for money, the only supermarket to achieve this in the survey with a 73 percent customer score.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “We know that demand for great quality products at unbeatable prices has never been higher. That is why we are investing in Britain by opening new stores and creating new ways to shop with us.

“With the uncertainty that so many of us are facing, it is no surprise that price is top of shoppers’ agendas, which is why our clear promise to customers is so important – we are proud to be Britain’s lowest-priced supermarket and we always will be.”

While Aldi received mediocre ratings across all of the other categories including two stars for store layout and three stars for the quality of its own-label products and produce, price was the most important consideration for customers when choosing a supermarket to shop at.

Following Aldi was Marks and Spencer who received five stars for store appearance and quality of produce but only two for the price of its products. 

In third place was Lidl, followed by Tesco and Waitrose who all received 67 percent customer score. 

This was then followed by Sainsbury’s, Morrisons and Iceland with Asda and Co-op receiving the lowest customer scores.

Asda received three stars for store appearance, two stars for quality of product and two stars for value for money with an overall customer score of 62 percent.

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Co-op came last with participants of the survey explaining that it isn’t the cheapest place to shop.

However customers can order directly from most of the supermarkets now as well as being stocked on Deliveroo. 

Which? also explained that in many ways Co-op follows more of a convenience store business model than some of the bigger supermarket chains, and this could explain the results.

This is because Co-op stores tend to be small, have a limited range of products as well as maybe having higher overheads due to being placed on high-streets and in town centres. 

Sainsbury’s took top place as the best online supermarket.

It’s the first time Sainsbury’s has achieved this and shoppers were happy with its online stock availability including product range, quality, freshness and the service of its drivers.

While stock availability was voted the most important factor in choosing an online supermarket, alongside price, Sainsbury’s scored just three stars for value for money.

One shopper told Which?: “Apart from the first few weeks [of the pandemic] when people were panic-buying, Sainsbury’s usually has everything I order. I have been shielding, so very grateful for its online shopping.”

Next in the table was Amazon Fresh who received a 69 percent customer score as well as Iceland who also received a 69 percent score.

This was then followed by Tesco, Morrisons and Ocado.

Harry Rose, Which? magazine editor, said: “Many households have felt the pinch during the pandemic and value for money was the most important factor when shopping in-store in our annual supermarket survey, which explains why Aldi came out on top.

“Online supermarkets have also been a lifeline for many people during the pandemic while Sainsbury’s rose to the challenge by increasing its delivery capacity. Ocado’s reputation took a hit after the scale of demand meant it stopped accepting new customers and shut down its app at the height of lockdown.”

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