Aldi named UK’s top in-store supermarket in annual Which? survey

Aldi has been named the UK’s favourite in-store supermarket in Which?’s annual satisfaction survey, while Ocado slipped down the online grocery rankings after shoppers struggled to secure delivery slots during the coronavirus pandemic.

The consumer champion surveyed more than 3,000 members of the public about their experience with supermarkets, asking customers to rate their shopping experience in a range of categories such as in-store appearance and layout, quality of produce, availability of online delivery slots and value for money.

German discounter Aldi emerged as the top in-store supermarket in the UK after receiving a five-star rating for value for money – the only supermarket to achieve this in the survey – and a 73 per cent customer score.

While Aldi received mediocre ratings across all other categories, including two stars for store layout and three stars for the quality of its own-label products and fresh food, price was the most important consideration for customers when choosing where to shop.

In 2020, Aldi was the cheapest supermarket to shop in six of the eight months it was included in Which?’s monthly supermarket price analysis.

In this year’s online supermarket survey, Ocado fell to joint-fifth place alongside Waitrose and Morrisons. It struggled to meet demand when the pandemic hit and was ultimately forced to close its website and app – the latter for several months. Perhaps unsurprisingly, it received just two-star ratings for the availability of delivery slots.

It also received two-stars for value for money, reflecting its regular appearance as the second-most expensive supermarket after Waitrose in our monthly analysis.

One Ocado customer told Which?: “During [the first] lockdown I really struggled to get delivery slots, despite being officially classified as vulnerable and having a monthly delivery pass.”

Sainsbury’s was the highest-scoring online supermarket with an overall customer score of 71 per cent and a four-star rating for the availability of delivery slots.

It was also named a Which? Recommended Provider (WRP) for its online service. The company’s high standards for food hygiene and clear nutritional labelling on its own-brand products also contributed to the decision to name it a WRP.

M&S came second in the in-store supermarkets table after receiving a five-star rating for the appearance and layout of its stores and the quality of its own-label and fresh products.

In joint-third place were Lidl, Tesco and Waitrose. Much like its rival Aldi, Lidl performed well when it came to value for money, achieving four-star ratings, but it failed to impress customers in other categories.

Despite receiving five stars for store layout and food quality, Waitrose was let down by its two-star rating for value for money.

Co-op finished bottom of the in-store shopping table as it failed to impress customers in key categories. It received just one-star for value for money, and two-stars for its store layout and food quality.

Harry Rose, Which? Magazine Editor, said:

“Many households have felt the pinch during the pandemic, and value for money was the most important factor when shopping in-store in our annual supermarket survey – which explains why Aldi came out on top.

“Online supermarkets have also been a lifeline for many people during the pandemic, and while Sainsbury’s rose to the challenge by massively increasing its delivery capacity, Ocado’s reputation took a hit after the scale of demand meant it stopped accepting new customers and shut down its app at the height of lockdown.”

Notes to editor

Which? surveyed 3,037 members of the general public between 21st and 27th October 2020. Fieldwork was carried out online by Opinium.

Please see a link below to see how supermarkets performed in the in-store supermarket survey:

Please see a link below to see how supermarket performed in the online supermarket survey:

The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.

Press Release: , , ,