Waitrose is the UK’s favourite supermarket while discounter Aldi and Lidl came joint third in a survey from consumer champion Which? It said that whilst the ‘big four’ supermarkets – Sainsbury’s, Tesco, Asda and Morrisons – were where most Which? members did their main shop, customer satisfaction scores were disappointing, ranging from just 49% to 58%. In contrast, Waitrose stormed into first place with happy customers giving it a rating of 79%, with one commenting on the "superior quality of food" and another describing shopping there as "a pleasure". The store only fell down in terms of price.

Also doing well in the supermarket league were Aldi and Lidl, in joint third place with a score of 61%. These discounters were found to match the big four on product quality, including the quality of fresh fruit and veg, but beat them on price. However, Which? suggested that the smaller range of products may be why shoppers were more likely to use these for a ‘top up’ shop rather than their main shop. However, cheap shopping baskets alone weren’t enough to win shoppers’ approval - Netto was bottom of the league, with a poor customer score of just 41%. One member likened their experience in the store to “shopping in a junk shop”.

Commenting on the survey’s findings, Which? Chief Executive Peter Vicary-Smith said, “The success of some budget supermarkets in our survey proves that savvy shoppers can make the most of their money without compromising on quality.

“UK shoppers want the whole package – great value for money, a wide range of quality products, and a pleasant shopping environment. It’s not rocket science, but those supermarkets that consistently get it wrong should beware – shoppers will vote with their feet and take their business elsewhere”.

NamNews - Thursday 28th January 2010

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