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Aldi knocks Waitrose off top spot in supermarket satisfaction survey

PUBLISHED: 08:58 12 February 2018 | UPDATED: 11:12 12 February 2018

Aldi has come top in a supermarket survey for in-store experience. Picture : ANTONY KELLY

Aldi has come top in a supermarket survey for in-store experience. Picture : ANTONY KELLY

Aldi has been ranked first in an annual supermarket satisfaction survey.

The budget retailer knocked Waitrose off the top spot in the in-store category in a survey of 6,800 shoppers, asked about their experience of shopping for groceries both in-store and online over the previous six months.

Marks & Spencer was placed second, while Lidl was third, with Sainsbury’s placed bottom of the in-store survey.

Despite Aldi’s stores being described by some in the survey as “untidy” and “a jumble sale” and customers complaining about rushed checkouts, value for money was a key factor in its climb to the top spot.

Supermarkets were ranked in the in-store category based on consumers’ feelings about the appearance of stores, queuing time, staff availability, the range and quality of products and value for money.

Waitrose, which had previously held the top position for three years, fell to fourth place.

Separate studies have previously suggested that the “Waitrose effect” of having one of its stores nearby can help to add value to residents’ homes.

Which?, which conducted the survey, said customers gave Waitrose a two star rating for its value for money, in contrast to Aldi’s five.

Aldi’s special offers rated well, as did the quality of its fresh and own-label products and the ease of finding items on its shelves. It is the second time Aldi has come top in Which?’s annual survey – the previous occasion was in 2014.

Asda was placed at the bottom of the online supermarkets table, where Which? said it has been for more than a decade.

Alex Neill, managing director of Which? home products and services, said: “With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets.

“Aldi and Lidl have won over their customers with value for money, knocking Waitrose off the top spot.”

Here are how the supermarkets were ranked by Which? in the in-store category:

1. Aldi

2. Marks & Spencer

3. Lidl

4. Waitrose

5. Iceland

6. Tesco

=7. Asda

=7. Morrisons

9. Sainsbury’s

And here is how they were ranked by Which? in the online category:

=1. Iceland.co.uk

=1. Ocado

=3. Morrisons.com

=3. Waitrose.com

5. Amazon Fresh

6. Tesco.com

7. Sainsburys.co.uk

8. Asda.com

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