Full Breakdown
Marks & Spencer Retains Title as UK's Favourite Supermarket
2/12/2026, 1:41:07 PM
Customer Satisfaction Rankings
In a recent survey conducted by Which?, Marks & Spencer (M&S) has been named the UK's favourite supermarket for the fifth consecutive year, achieving a customer satisfaction score of 78%. This high-end food retailer excelled in categories such as overall customer service, store appearance, and product quality, receiving full marks in these areas. However, it scored only 2 out of 5 stars for value for money, indicating that while customers appreciate the quality, many view M&S as a destination for occasional treats rather than a regular shopping venue.
Competitors' Performance
Tesco and Aldi followed closely behind, both earning a score of 76%. Aldi was recognized for its value for money, earning the 'Recommended Provider' label from Which?, although it received lower ratings in customer service and product quality. Tesco, on the other hand, received four stars across various categories, including customer service and product range, but did not qualify for the 'Recommended Provider' status due to limitations in its Clubcard discounts.
At the bottom of the rankings were Asda and Morrisons, both scoring 68%. Customers criticized Asda for long queues and poor service, while Morrisons faced complaints about empty shelves and the freshness of its products.
Insights from Shoppers
Feedback from shoppers highlighted the perception of M&S as a premium option. One customer remarked, “It's the best place for high-quality produce and never lets me down,” while others noted the store's higher prices made it less suitable for regular shopping. A shopper mentioned, “It's nice to shop there for something a little special, but it is quite expensive,” reflecting a common sentiment that M&S is more of a luxury choice.
Official Statements & Responses
Reena Sewraz, Which? retail editor, acknowledged M&S's strong in-store experience and product quality but pointed out that its prices may limit its appeal for weekly shopping. She stated, “At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills.”
Asda's chief customer officer, Rachel Eyre, emphasized the company's commitment to improving customer experience, stating, “We were recognized 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.”
Criticism & Opposition
Despite M&S's top ranking, some customers expressed concerns about its pricing strategy, suggesting that the supermarket's higher costs may alienate budget-conscious shoppers. Morrisons, in particular, faced criticism for its outdated appearance and perceived lack of value, with one shopper commenting, “It's not the cheapest and it's quite old-fashioned looking.”
Conclusion
The survey results reflect a complex landscape in the UK supermarket sector, where customer satisfaction is influenced by factors such as product quality, pricing, and overall shopping experience. While M&S continues to lead in customer satisfaction, the competitive pressure from budget-friendly retailers like Aldi highlights the ongoing challenges faced by traditional supermarkets in meeting diverse consumer needs.
