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The best rated supermarkets of 2018 – sorry, Sainsbury’s and Asda

Nic McBride

Nic McBride
Feb 13, 2018

Budget retailer Aldi has been rated the UK’s favourite in-store supermarket - knocking Waitrose out of top spot.

Sainsbury’s came out bottom of the basket, in the annual survey carried out by Which?

Despite being described as “a jumble sale” by customers, Aldi won people over with its cut rate prices - beating Waitrose, which had been voted best in-store supermarket three years in a row.


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“With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets,” Which? home products and services managing director Alex Neill said.

The big four - Tesco, Asda, Morrisons and Sainsbury’s - were all left on the shelf, finishing in the bottom half.

“The big four supermarkets need to up their game or risk losing their customers to other supermarkets who are doing a better job of giving people what they want,” Neill said.

Last year it was revealed that both Tesco and Sainsbury’s were tracking how often people shop and what they buy to determine whether to offer cheap car insurance deals.

Best supermarket

Aldi shoppers reportedly loved its special offers, the quality of its fresh and own-label products and the ease of finding items on its shelves.

Waitrose had quite the fall from grace, falling to fourth position.

Its customers gave it a two star rating for value for money, in contrast to Aldi’s five.

Marks & Spencer came in second with five star ratings across store appearance, quality of own-label products and the quality of fresh products.

Lidl ranks in third with five stars for its value for money, but did not do so well with customers when it came to queuing time, staff availability and range of products.

Sainsbury’s finished last as customers were not impressed with its special offers and value for money.


Online shopping

When it comes to shopping online, Iceland is the way to go, according to voters.

It claimed top spot - for the third year running - tied with Ocado for the first time.

Asda finished last, where it has been ranked for more than a decade.

Best supermarket

Iceland received five stars for its driver’s service and the availability of delivery slots – with three quarters (76%) of shoppers saying their most recent order was delivered on time.

Launching in 2016, Amazon Fresh has been included in the online survey for the first time, coming in fifth position. The service is only available to certain postcodes in the south east of England.

Which? asked 6,800 members of the UK public about their experience of shopping for groceries both in-store and at online supermarkets over the previous six months.