M&S Reigns Supreme in In-Store Supermarket Survey, But Budget Brands Gain Ground
For the fifth consecutive year, Marks and Spencer has been lauded as Britain’s favourite in-store supermarket. The esteemed retailer continues to capture shopper loyalty, with shoppers consistently praising its commitment to quality, exceptional customer service, and an overall pleasant store experience. However, this accolade comes with a caveat: M&S’s premium pricing means it’s often viewed as a destination for occasional indulgences rather than a regular weekly grocery run.
The annual survey, conducted by consumer champion Which?, polled over 3,500 individuals about their recent shopping excursions. While M&S secured the top spot with an impressive in-store customer score of 78 per cent, earning a perfect five stars across categories like customer service, store appearance, product range, and availability, its value for money score lagged significantly, receiving only two stars. This disparity highlights a common sentiment among shoppers who expressed that M&S is a place for “something a little special” but “quite expensive,” making a full weekly shop there unfeasible for many.
Budget Supermarkets Surge in Popularity
In contrast to M&S’s premium positioning, budget-friendly supermarkets Aldi and Lidl have made substantial inroads, showcasing a strong appeal to consumers navigating cost-of-living pressures. Aldi has ascended to second place in the annual rankings, climbing from third, and has been awarded the coveted ‘Which? Recommended Provider’ (WRP) status for in-store shopping – the only supermarket to achieve this distinction this year. Lidl has also seen a significant jump, moving from seventh to fourth place, surpassing established players like Waitrose, Sainsbury’s, and Iceland.
Both Aldi and Lidl received high marks for value for money, achieving four out of five stars. Shoppers acknowledged that while store appearance, customer service, and grocery quality might not always reach the heights of more premium retailers, the consistently low prices more than compensate. Aldi’s win as Britain’s cheapest supermarket in a separate Which? study further solidifies its reputation for affordability.
Shifting Tides in the Supermarket Landscape
The survey results reveal a dynamic shift in consumer preferences. Iceland, which previously held a strong position, has slipped three places from fourth to seventh. Tesco, a consistent performer, has moved down from second to third place, while Asda and Morrisons remain at the bottom of the in-store rankings. Waitrose and Sainsbury’s have held their ground in fifth and sixth positions, respectively.
Tesco, despite its slip in the in-store rankings, continues to impress in other areas. It shares the second-highest in-store score of 76 per cent and ranks jointly first for online shopping alongside Waitrose, both achieving an impressive 81 per cent. Shoppers lauded Tesco’s balanced offering of price, quality, and range, with many highlighting the value derived from Clubcard discounts. However, Tesco missed out on WRP status for in-store shopping as its loyalty discounts aren’t universally accessible, a point Which? has been urging the retailer to address.
Online Shopping: A Different Ball Game
The online shopping landscape presents a slightly different picture. Ocado and Sainsbury’s have been awarded WRP status for their online offerings. Ocado, scoring 80 per cent, was commended for its extensive delivery slots and the helpfulness of its drivers. Sainsbury’s also garnered praise from online shoppers, achieving an overall score of 79 per cent, with customers highlighting its excellent service, products, and the effectiveness of its Nectar loyalty scheme.
Value for Money: The Dominant Factor
Reena Sewraz, Which? retail editor, commented on the findings, noting that while shoppers appreciate M&S for its in-store experience and product quality, its higher prices relegate it to an “occasional treat.” She emphasised Aldi’s continued leadership in price, prioritising affordability for households facing economic pressures.
The surveyed supermarkets offered their perspectives on the results:
- M&S defended its position, stating that customers are guaranteed quality, value, and excellent service. They highlighted their “Remarksable Value” range and progress in becoming a “shopping list retailer.”
- Aldi UK expressed pride in being the sole WRP for in-store shopping, reiterating that value for money is paramount for customers and that they offer great quality products at unbeatable prices.
- Asda acknowledged its progress in areas like availability, value, and in-store/online experience, aiming to be the number one choice for families again.
- Sainsbury’s was pleased that customers recognised their commitment to service, quality, choice, and value, both in-store and online, and the benefits of their Nectar and Aldi Price Match initiatives.
- Waitrose was delighted with their high scores for in-store and online performance, particularly in customer service, store environment, and product quality.
- Tesco celebrated its top ranking for online deliveries and its position as the highest-ranked of the ‘big four’ for stores, attributing the success to their colleagues’ dedication to value, availability, and service.
Morrisons and Iceland opted not to comment on the survey findings.
The survey, which involved 3,552 members of the UK public, also noted that grocery price inflation has eased, reaching its lowest level since April of the previous year. This trend is accompanied by an increase in spending on supermarket own-label goods and a significant rise in spending on promotional items, indicating a strong consumer focus on securing the best possible deals.
Key Takeaways from the 2024 Survey:
- In-Store Champion: Marks and Spencer leads for the fifth year, lauded for quality and experience, but not for budget.
- Budget Powerhouses: Aldi and Lidl are surging, with Aldi earning the exclusive WRP for in-store shopping due to exceptional value.
- Online Excellence: Waitrose and Tesco lead the pack for online grocery shopping, while Ocado and Sainsbury’s also receive WRP status in this category.
- Value is King: Across the board, consumers are prioritising value for money, especially in the current economic climate.
- Loyalty Schemes Matter: The effectiveness and accessibility of loyalty programmes are increasingly influencing shopper satisfaction and WRP status.
- Bottom of the Pack: Asda and Morrisons continue to face challenges in the in-store rankings, with shoppers citing issues with queues, quality, and store presentation.
The Which? survey underscores a clear trend: while premium experiences are valued, the economic realities for many households mean that affordability and value for money are now the primary drivers of supermarket choice. The rise of discounters and the strategic use of loyalty schemes are reshaping the competitive landscape, forcing all retailers to adapt to the evolving demands of the Australian shopper.
