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Aldi voted UK’s favourite supermarket

Aldi voted UK’s favourite supermarket

Aldi has ranked top in a recent poll to find UK consumers' favourite supermarket.

The survey was carried out by Which?, who questioned 7,060 shoppers during November and December 2013 to find out their preferred supermarket.

Participants were asked for their views on customer service and store layout before giving the shop a rating out of five stars.

Ten supermarkets - Aldi, Asda, Iceland, Lidl, Marks and Spencer, the Co-operative, Tesco, Waitrose, Morrisons and Sainsbury's - were ranked in the survey, while five online grocery services were also analysed. These included Asda, Tesco, Ocado, Sainsbury's and Waitrose.

Results showed that Aldi got an impressive customer satisfaction score of 76 per cent, knocking last year's winner Waitrose off the top spot and increasing its 2013 score by two per cent.

Waitrose came in at second place, with 75 per cent, while Marks and Spencer was close behind at 73 per cent, with Lidl, Iceland, Asda, Sainsburys and Morrisons coming in next.

However, customers were not as satisfied with the service they received at Tesco and the Co-operative. The former is currently the biggest supermarket chain in the UK, but achieved a score of just 57 per cent, an improvement on its 2013 score of 45 per cent.

The Co-operative came last in the survey, with just 50 per cent of consumers being satisfied with its services.

In the online category, Ocado ranked highest with a score of 78 per cent, while Waitrose and Sainsbury's were the runners-up as 73 per cent of customers were satisfied with their services.

Matt Clear, a supermarket expert at Which?, said: "The single most important factor for shoppers when deciding which supermarket to buy from is that it offers good value, which means getting the balance right between price and quality."

He added that this was reflected in the results of the survey, as the supermarkets that came in the highest positions managed to achieve a successful balance between the two, with 96 per cent of Aldi customers feeling that the store offers good value for money.


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