Marks & Spencer has been crowned the best supermarket in the UK, surprising many shoppers, according to a recent survey conducted by Which?. The survey, carried out between October and November 2024, garnered insights from approximately 3,200 consumers who shared their opinions on various aspects of their shopping experiences, such as cost-effectiveness, staff service, stock levels, and product quality. Interestingly, Asda and Morrisons found themselves at the bottom of the rankings, both receiving a lacklustre 66% overall rating, making them the worst-performing supermarkets. These two supermarket giants were the only ones not to achieve more than three stars in any of the surveyed categories. Unhappy Morrisons customers expressed disappointment, with one stating, “Morrisons has gone downhill,” while Asda shoppers complained about empty shelves and unattended tills in various branches.
Online shopping feedback didn’t fare well for Asda either, with customers reporting dissatisfaction with delivery times, slot options, product variety, and support services. Asda’s value for money received a mere two-star rating. In response, an Asda representative acknowledged the need to rebuild consumer trust, highlighting investments made to enhance the shopping experience, such as increasing staff hours in stores and launching the Rollback initiative, which lowered prices on thousands of popular products by an average of 25%. These efforts have already shown promise, with Which? recognising the positive changes. The representative concluded by stating that there are more improvements planned throughout the year to restore Asda’s reputation. Despite being perceived as one of the pricier supermarket chains in the UK, M&S scored an impressive 79% customer satisfaction rating, surpassing its competitors like Waitrose.
Reena Sewraz, Which? retail editor, noted that the survey indicated consumers value a good shopping experience and quality products, evident in M&S’s top-ranking position. Sewraz observed that some shoppers are willing to pay more for these qualities, while others may opt for more affordable supermarkets like Aldi, Lidl, or Iceland. She suggested that mixing and matching between supermarkets to find the right balance of quality and affordability could be a sensible approach for shoppers. As the UK’s leading supermarket, M&S’s success demonstrates the importance of prioritising customer satisfaction and product quality in a competitive market. In contrast, Asda and Morrisons’ poor performance serves as a reminder for supermarkets to focus on meeting customer expectations and delivering excellent service both in-store and online.
The survey results have stirred discussions among consumers and industry experts, highlighting the evolving preferences and priorities of shoppers in the UK grocery market. The recognition of M&S as the best supermarket underscores the significance of providing high-quality products and a positive shopping experience to attract and retain customers. As supermarkets navigate the dynamic retail landscape, understanding and adapting to consumer preferences will be crucial for maintaining a competitive edge. The Which? survey serves as a valuable tool for consumers to make informed choices and for supermarkets to evaluate and enhance their offerings to meet changing consumer demands.