Marks and Spencer has been crowned the nation’s favourite supermarket for the fifth year running, according to a survey – despite being “quite expensive” for the average shopper.
The survey by consumer watchdog Which? reveals M&S received the highest in-store customer score of 78%, with shoppers awarding it five stars for customer service, store appearance, product range and availability.
It was also praised for the quality of its own-label and fresh food.
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However, it got just two stars for value for money – with one shopper saying: “It’s nice to shop there for something a little special, but it is quite expensive.”
The lower score meant it missed out on Which?’s recommended provider (WRP) status.
Cheap shops ‘not as they used to be’
Tesco followed M&S with a customer score of 76% – and ranked joint-first for online shopping alongside Waitrose (81%). Tesco was highly praised across several categories, and didn’t score below three stars in any, including value for money.
Although it ranked highly, Tesco also missed out on WRP status as its Clubcard loyalty discounts are not accessible to everyone.
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Aldi was the only supermarket to receive the WRP badge for in-store shopping, matching Tesco’s overall score of 76% and, along with Lidl, achieving the highest rating for value for money (four out of five stars).
At the other end of the table, customers ranked Asda and Morrisons joint-last for in-store shopping, with both receiving a score of 68%. Asda also came last for online shopping (71%).
One customer said Asda was “not as good as it used to be”, while a Morrisons shopper said: “It’s not the cheapest and it’s quite old-fashioned looking.”
‘Out of reach for a weekly shop’
Reena Sewraz, Which? retail editor, said: “There’s no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains.
“At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills.”
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Reacting to the rankings, Asda’s chief customer officer Rachel Eyre told Money: “We were recognised as the cheapest supermarket for a big shop by Which? last year and are progressing in the areas that matter most – better availability, unbeatable value, and a stronger in-store and online experience.
“We’re seeing improvements in our internal customer satisfaction data as a result, and remain focused on being the number one choice again for families.”
