Marks and Spencer Tops the List

Marks and Spencer has been named the country’s favorite supermarket for the fifth year in a row, despite being considered "quite expensive" for the average shopper. The survey reveals that MS received the highest customer rating in the store at 78%, with shoppers giving it five stars for customer service, store appearance, product range, and availability.

Customer Satisfaction

It was also praised for the quality of its own brand and fresh food. However, it only received two stars for value for money, with one shopper saying, "It’s nice to buy something special there, but it’s quite expensive." This lower score meant the company missed out on Recommended Provider status.

Comparison with Other Supermarkets

Tesco followed with a customer rating of 76% and tied for first place for online shopping with Waitrose at 81%. Tesco was highly praised in several categories and did not score less than three stars in any category, including value for money. Despite ranking highly, Tesco also missed out on Recommended Provider status as Clubcard loyalty discounts are not available to everyone.

Affordable Options

Aldi was the only supermarket to receive the Recommended Provider seal for in-store shopping, matching Tesco’s overall score of 76% and tying with Lidl for the highest value for money rating at four stars out of five. At the other end of the table were Asda and Morrisons, which tied for last place when it came to in-store shopping, with both receiving a 68% rating. Asda also came last for online shopping at 71%.

Customer Feedback

One customer said Asda is "not as good as it used to be," while a Morrisons shopper said, "It’s not the cheapest and looks pretty dated." This feedback highlights the challenges these supermarkets face in terms of customer satisfaction and perceived value.

Conclusion

There is no doubt that shoppers value M&S for its shopping experience and product quality. However, some people feel the higher prices make it unaffordable for a regular weekly shop. Instead, it becomes an occasional treat or a destination for special bargains. At a time when household costs of living are under severe pressure, Aldi continues to lead on price with a focus on affordability rather than extras.