Tesco has been crowned Britain's favourite supermarket at The Grocer Gold Awards, marking its 10th consecutive victory. The grocery giant beat rivals including Aldi and M&S in a survey of nearly 15,000 respondents from NIQ's Homescan Consumer Panel.
Clubcard Prices drive customer loyalty
Customers cited Tesco's Clubcard Prices and strong everyday low pricing offers as key selling points. The retailer also won The Grocer of the Year award for its 'value, innovation and insight'. Tesco achieved its highest market share for more than a decade at 28.7%, with critics describing it as 'a great, well-run machine of a business'.
The Clubcard scheme had previously faced criticism for excluding under-18s, but in June 2026 Tesco launched a card for 16 and 17 year olds, though it requires a parent or guardian to already have an account.
M&S tops Which? survey despite Tesco's award
Despite Tesco's Grocer Gold win, M&S has been named the nation's favourite supermarket in the Which? annual survey for the past five years, including 2026. Customers praised M&S for high-quality products, giving it a 78% customer score—the highest for in-store supermarkets in the UK. M&S has also set trends with TikTok-inspired food releases like the limited-edition Shake-A-Cucumber pots and revived its Wimbledon-inspired strawberry sandwich with a new Chocolate, Strawberry & Pistachio Creme Sandwich.
Tesco ties with Aldi in Which? survey
In the Which? survey, Tesco came joint-second with Aldi, both scoring 76%. Tesco received four out of five stars for customer service, store appearance, product range and overall quality, and did not score below three stars in any category, including value for money. Shoppers appreciated Tesco's balance between price, quality and range, with one stating: 'Prices are high everywhere, Clubcard is the deciding factor.'
M&S stumbled on price, scoring only two stars for value for money. Customers viewed it as a destination for 'occasional treats' rather than a full weekly shop. Aldi, meanwhile, earned the title of Britain's cheapest supermarket for six consecutive months. For 95 items, Aldi's average price was £163.34, compared to £200.63 at Tesco and £214.72 at Ocado (which stocks M&S goods).
