Best and worst supermarkets revealed

For the first time Iceland tops the best online store category in the annual Which? supermarket survey. Waitrose takes the in-store accolade for the second year running, while The Co-operative Food remains stuck at the bottom of the table.

In a survey of 7,009 shoppers, Iceland’s online service was awarded the top customer score of 77% – and achieved five-star ratings for its value for money, offers and convenient delivery slots. The result sees Iceland overtake Ocado and Waitrose from the 2015 rankings.

Waitrose leads the in-store shopping table. It scored highly on the quality of its own label products, staff helpfulness and store appearance. Its online offering also did well, scoring just below Iceland.

The Co-op finds itself at the bottom of the in-store league table again – finishing in last place for the third year running. The store scored badly on its range of products and offers, with shoppers finding many items out of stock.

Asda scored lowest in the online service survey as its customers were not very impressed with its website but it did better in the value for money rating.

Our survey also reveals the biggest supermarket shopping bugbears, with long queues at the till, items out of stock, misleading special offers and the prices of products changing too often the things that irritated customers the most.

Alex Neill, Which? Director of Campaigns said:
“While value for money remains a high priority, people want special offers to genuinely be special and they want a pleasant in-store shopping experience. When it comes to online shopping, we know convenient and low cost delivery slots are prominent factors in where people choose to shop.”

Note to Editors:

  1. Which? surveyed 7,009 members of the public in November 2015. Respondents were only asked about supermarkets they have shopped with. Each supermarket’s overall customer score is based on a combination of customer satisfaction and the likelihood they’d recommend it to a friend. For in-store supermarkets, we asked customers to rate on the range of products, being in stock, the quality of own-label products and fresh produce, offers, value for money, ease of finding products, staff availability and helpfulness, queuing times, shopping trolleys, store tidiness and appearance. For online supermarkets, we asked customers to rate each supermarket on ease of finding products and being in stock, convenient delivery slots, range of products, substitutions, the quality of own-label products and fresh produce, drivers’ service, offers and value for money.
  2. For more information on our campaign on misleading offers and supermarket pricing >

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