Move over Waitrose: Now our favourite supermarket is Aldi

WAITROSE has lost its crown as the nation’s favourite supermarket – to budget rival Aldi.

In a clear sign that cost is becoming top priority for shoppers, Waitrose dropped to fourth in an annual satisfaction survey after three years in first place.

Shoppers weren’t convinced that Waitrose was value for money – but praised Aldi’s special offers, the quality of its fresh and own-label products, and the ease of finding items in-store.

Meanwhile, Sainsbury’s was at the bottom of the results of a survey of 6,800 shoppers by Which?

The consumer group asked Britons about their experience of shopping for groceries both in-store and online over the previous six months.

Supermarkets were ranked in the in-store category based on consumers’ feelings about the appearance of stores, queuing time, staff availability, the range and quality of products and value for money.

Which? said customers gave Waitrose a two-star rating for its value for money, in contrast to Aldi’s five.

It is the second time Aldi has come top in the Which? annual survey – the previous occasion was in 2014.

Matthew Barnes, Aldi’s UK chief executive, said: ‘To be named the UK’s favourite supermarket shows just how much we are resonating with shoppers.’ Aldi patrons loved the supermarket’s ‘fantastic prices’ with many also praising an ‘always improving’ selection of food, Which? said.

Meanwhile, one customer told the consumer group they did not do their main shop at Waitrose because it was ‘a bit pricey’.

A Waitrose spokesman pointed out that Which? had awarded its shops five-star ratings for customer satisfaction in more categories than any other retailer in the study.

They said: ‘As Which? itself says, many customers praised our topquality produce.’

Sainsbury’s said it was ‘confused by the methodology’ used to create the rankings, pointing out that its shops had outperformed the top-ranked supermarket on measures such as store appearance and had matched it on quality of products.

In the online category, shoppers were asked about the convenience of delivery slots, the choice of substitute items and drivers’ service, as well as quality, product ranges and overall value for money.

Among the online supermarkets, Iceland claimed the top spot for the third year running, but shared the title with Ocado for the first time.

Iceland managing director Nigel Broadhurst said: ‘We are naturally delighted to have been recognised once again as Britain’s best online store in the annual Which? survey.’

Iceland received five stars for its drivers’ service and the availability of delivery slots, with 76 per cent of shoppers saying their most recent order was delivered on time.

Asda was placed at the bottom of the online supermarkets table, where Which? said it has been for more than a decade.

Alex Neill, the consumer group’s director of home products and services, said: ‘With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets.’

‘Shoppers are voting with their wallets’