Marks and Spencer has secured its position as the United Kingdom's favorite supermarket for an impressive fifth consecutive year, according to the latest comprehensive annual customer survey conducted by the consumer watchdog Which?. This remarkable achievement comes despite widespread acknowledgment among shoppers that the retailer's prices are generally considered "quite expensive" for routine weekly grocery purchases.
Survey Results and Customer Scores
The detailed survey revealed that M&S achieved the highest in-store customer score of 78%, significantly outpacing many competitors. Shoppers awarded the retailer a perfect five-star rating across multiple critical categories, including exceptional customer service, impeccable store appearance, extensive product range, and reliable product availability. Furthermore, M&S received particular praise for the superior quality of its own-label products and fresh food offerings, highlighting its reputation for premium goods.
Value for Money Concerns
However, the survey also exposed a significant weakness in M&S's overall performance. The supermarket received a notably low rating of just two stars for value for money, directly impacting its eligibility for Which?'s coveted Recommended Provider (WRP) status. One typical shopper comment encapsulated this sentiment, stating, "It's nice to shop there for something a little special, but it is quite expensive." This feedback underscores the perception that while M&S excels in quality and experience, its pricing strategy positions it as a destination for occasional treats rather than everyday affordability.
Competitor Performance and Rankings
Tesco followed closely behind M&S with a strong customer score of 76%. The supermarket giant performed exceptionally well across various categories, not scoring below three stars in any area, including value for money. In the online shopping segment, Tesco ranked joint-first alongside Waitrose, both achieving an impressive score of 81%. Despite these high marks, Tesco also failed to secure WRP status because its Clubcard loyalty discounts are not universally accessible to all customers, a point of contention in the assessment.
Aldi emerged as the sole supermarket to earn the WRP badge for in-store shopping, matching Tesco's overall score of 76%. Along with Lidl, Aldi achieved the highest possible rating for value for money, earning four out of five stars. This recognition highlights Aldi's successful strategy of focusing on affordability and essential offerings without unnecessary frills, particularly appealing during ongoing cost-of-living pressures.
Lower-Ranked Supermarkets
At the opposite end of the spectrum, Asda and Morrisons were ranked joint-last for in-store shopping, each receiving a customer score of 68%. Asda also placed last in the online shopping category with a score of 71%. Customer feedback for these retailers included criticisms such as Asda being "not as good as it used to be" and Morrisons described as "not the cheapest and it's quite old-fashioned looking." These comments reflect challenges in maintaining customer satisfaction amid evolving market expectations.
Expert Analysis and Industry Response
Reena Sewraz, Which? retail editor, provided insightful analysis of the survey results. She noted, "There's no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains." Sewraz further emphasized Aldi's consistent leadership in affordability, stating, "At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price - focusing on affordability over frills."
In response to the rankings, Rachel Eyre, Asda's chief customer officer, addressed the results directly. She stated, "We were recognised as the cheapest supermarket for a big shop by Which? last year and are progressing in the areas that matter most - better availability, unbeatable value, and a stronger in-store and online experience. We're seeing improvements in our internal customer satisfaction data as a result, and remain focused on being the number one choice again for families." This statement highlights Asda's commitment to regaining competitive ground through strategic enhancements in key operational areas.
The annual Which? survey continues to serve as a critical barometer of consumer sentiment in the UK supermarket sector, revealing ongoing tensions between quality, experience, and affordability. As economic pressures persist, retailers are compelled to balance these factors to meet diverse shopper needs and maintain market relevance.
