Value for money pays off as Aldi replaces Waitrose to take top spot in supermarket satisfaction survey

BUDGET retailer Aldi has knocked Waitrose off top spot in an annual supermarket satisfaction survey.

A total of 6,800 shoppers were asked about their experience of buying groceries both in-store and online over the previous six months.

Aldi was placed first in the in-store category, with Marks & Spencer named runner-up, Lidl ranked third and Sainsbury’s in last place.

Despite Aldi’s stores being described by some in the survey as “untidy” and “a jumble sale” and customers complaining about rushed checkouts, value for money was a key factor in its climb to top spot.

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. Waitrose, which had held the top position for three years, fell to fourth place.

Separate studies have previously suggested that the “Waitrose effect” of having one of its stores nearby can help to add value to residents’ homes.

The satisfaction survey was carried out by consumer group Which?, with customers giving Waitrose a two-star rating for its value for money, in contrast to Aldi’s five. Matthew Barnes, Aldi chief executive (UK and Ireland), said: “We’re over the moon to be named the best supermarket in the Which? annual customer satisfaction survey.”

Among the online supermarkets, Iceland claimed top spot for the third year running, which it shares with Ocado for the first time.

Asda was placed bottom of the online supermarkets table.