Waitrose has managed to keep customers happy on price and quality to win best supermarket in a consumer poll, only just beating reigning champion Aldi.


UK shoppers have chosen Waitrose as their favourite supermarket, only narrowly favouring the grocer over last year’s winner, Aldi.

Waitrose gained top marks for customer service, store environment, fresh produce and its own-label range.

Overall, the Which? supermarket survey scored Waitrose 73%, while Aldi scored 72%.

Iceland, Lidl and M&S also rated highly in the poll of 7,001 UK supermarket shoppers who took the survey.

Shoppers said value and good quality food products are the most important factors when choosing where to shop, which worked in the favour of Waitrose and Marks & Spencerl, alongside the more value grocers including Aldi, Iceland and Lidl, which scored highly on pricing.

Meanwhile, the Co-operative was again named the worst supermarket, rating poorly for special offers, pricing and its own-label.

Ocado was named the best online supermarket for the fifth year in a row, despite a more competitive market with the addition of Iceland and Morrisons’ online offering.