Waitrose is the supermarket which satisfies customers the most by its in-store experience, according to a consumer group.
Which?’s annual survey put the firm top for the second year running, ahead of Marks and Spencer in second and Aldi in third.
The John Lewis Partnership offshoot scored a maximum five stars in nearly every category covered in the poll – from ease of finding products and fast-moving queues, to friendly staff and the appearance of its shops – and received an overall score of 76%.
However, it scored only two stars for value.
M&S was three points behind Waitrose, with a 73% customer satisfaction rating overall.
Harry Rose, editor of Which? magazine, said: The quality of fresh products is the single most important factor for our members when choosing where to shop in store and this is just one of the areas where shoppers have told us that Waitrose excels.
There’s clear room for improvement for the ‘big four’ – Tesco, Sainsbury’s, Morrisons and Asda – as they continue to trail behind Waitrose and M&S for experience, and behind Aldi and Lidl on value.
Asda languished at the bottom of the survey of Which?’s 14,000 members.
The poll indicated that voters were keen to highlight whenever supermarkets did not value sustainability.
Asda also scored low on the quality of its own-label products.
Aldi and Lidl were rated best for value, with both receiving five stars.
Online supermarket Ocado, which is the only supermarket endorsed as a Which? recommended provider, was not included.
1. Waitrose – 76%
2. Marks & Spencer – 73%
3. Aldi – 71%
4. Lidl – 67%
5. Morrisons – 65%
6. Sainsbury’s – 64%
7. Tesco – 61%
8. Iceland – 60%
9. Asda – 58%
(c) Sky News 2020: Waitrose voted best supermarket for 2nd year running in Which? survey