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.
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%.
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.