The best and worst UK supermarkets revealed - British staple crowned for 5th year
Marks & Spencer has been crowned the UK's favourite supermarket for the fifth consecutive year, according to an annual survey by consumer group Which?. Asda and Morrisons on the other hand, have been named among the worst performers.
The high-street staple topped the in-store rankings with a customer score of 78%, with shoppers praising its high-quality produce, well-presented stores and strong customer service. One customer described it as "a lovely place to shop," while another said it "never lets me down" for quality groceries.
However, M&S's premium pricing meant it did not receive Which?'s coveted Recommended Provider (WRP) status, despite its strong overall satisfaction ratings.
The retailer has also endured a challenging year, including a major cyber attack in April 2025 that disrupted online ordering and left some shelves empty for months. Despite this, customer loyalty appears to have remained intact, with the company planning to open dozens of new, larger stores over the next two years to attract more families.
Tesco and Aldi tied for second place, as shoppers continue to value both mainstream supermarkets and budget options.
Aldi was the only in-store supermarket to receive Which?'s Recommended Provider label, with customers praising its low prices and popular middle aisle. One shopper said: "Great amount of stock for great value. Can't get it cheaper elsewhere."
Tesco narrowly missed out on WRP status due to concerns over Clubcard accessibility for under-18s, though the retailer has indicated it may expand eligibility later this year.
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Lidl also scored highly for value for money, while Ocado and Sainsbury's topped the online rankings, with customer satisfaction scores of 80% and 79% respectively.
Asda and Morrisons were joint bottom for in-store shopping, both scoring 68%. Asda also ranked last for online shopping, receiving a 71% score.
Shoppers criticised Asda for long queues, poor customer service and inconsistent product quality, while Morrisons customers complained about empty shelves and fresh food going off quickly. Both supermarkets also performed poorly for value for money among loyalty scheme members.
Which? retail editor Reena Sewraz said: "At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price - focusing on affordability over frills."
Responding to the findings, Asda's chief customer officer Rachel Eyre said the company was seeing improvements in internal satisfaction data and remained focused on winning back families.