Tesco has topped the list of UK customers’ “most considered” supermarkets in the country, while discounter Aldi is the top rated for price, Retail Week can reveal.

Based on YouGov BrandIndex data seen exclusively by Retail Week, 54.3% of the more than 25,000 customers surveyed said they would consider buying groceries from Tesco. Sainsbury’s was second with 44.9%, while Aldi beat out fellow discounter Lidl with 43.7% to 39.2%.

Tesco was the most considered supermarket for male and female customers, while Aldi beat out Sainsbury’s to second place with women—45.3% to 45%.

The supermarket giant was also the most considered customer across all customer cohorts, from Gen Z, through millennials, Gen X and Baby Boomers.

The most improved supermarket on the list was Amazon Fresh, which saw a 1.4% increase year on year in terms of its BrandIndex score.

In terms of price, discounter Aldi was clearly the grocer in the UK rated cheapest—with 53.8% of respondents believing it to be the cheapest.

The second cheapest was Lidl, with Tesco in third. Asda was ranked fourth in terms of price, while Iceland rounded out the top five.

In terms of product quality, Marks & Spencer beat out Waitrose in the battle of the upmarket grocers—66% to 50.7%.

YouGov head of consumer insights Sarika Rana said: “In today’s challenging economic climate, where rising living costs continue to put pressure on household budgets, consumers are making more considered choices about where they shop.

“Supermarkets are at the heart of this daily decision-making, balancing affordability, quality, and service to meet evolving consumer expectations”.

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