UK’s favourite supermarket crowned — with food that ‘never lets shoppers down’

It’s official, the UK’s favourite supermarket has been crowned, and the winner probably won’t surprise anyone…

For the fifth year in a row, Marks & Spencer has won the accolade, with customers praising its high quality of products and saying it’s got the ‘best’ food that ‘never lets them down’.

The annual survey, by Which? Saw M&S receive a customer score of 78%, making it the UK’s highest-rated in-store supermarket.

More than 3,500 people shared their thoughts on the supermarkets they used in the last year, ranking them across categories such as customer service, store appearance, product range, and availability, as well as the quality of own-label and fresh food.

For M&S, each of these categories earned them an impressive five stars.

However, the retailer didn’t wow shoppers in all areas, as many confessed it wasn’t affordable enough.

M&S scored just two stars in the value for money category, with customers branding it a destination for ‘occasional treats’ as opposed to a full weekly shop.

One shopper noted: ‘It’s nice to shop there for something a little special, but it is quite expensive.’ While another shared: ‘I don’t feel I can do a full shop there.’

But overall, the reviews were positive, with those who visited regularly saying: ‘It’s the best place for high-quality produce and never lets me down.’

Online reviews are similar, with Miss Terri Shopper giving five stars to the retailer on Trustpilot, writing: ‘I can’t fault M&S at all. From clothing, underwear, homeware, toiletries, and food, everything is quality, and the staff will go out of their way to help you.’

She continued: ‘M&S is quality with first-class service.’

And a woman known only as Cath, shared: ‘Love love love M&S. I shop online at M&S more than any retailer. Delivery is super fast, returns and refunds are equally efficient, and their clothes these days are really on trend, fab quality and reasonably priced. There’s literally nothing I don’t love about M&S.’

Tesco, the UK’s biggest supermarket, came in joint-second place in the survey, following closely behind M&S with a score of 76%.

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The retailer received four out of five stars for customer service, store appearance, product range and overall quality, and did not score below three stars in any category, including value for money.

Shoppers loved Tesco’s balance between price, quality and range, with many highlighting savings through Clubcard discounts. One shopper said: ‘Prices are high everywhere, Clubcard is the deciding factor.’

Also tied for second place was the UK’s cheapest supermarket, Aldi.

The German company was given slightly weaker scores across most categories, but shoppers’ responses suggested they were willing to overlook these things as the prices were low.

Lidl followed just behind, scoring 75%, then came Waitrose, Sainsbury’s, Iceland, Asda, and Morrisons.

Asda was criticised for not being ‘as good as it used to be’, while Morrisons shoppers complained it was quite ‘old-fashioned looking’ and ‘not the cheapest’.

Both retailers came in joint-last place for in-store satisfaction, scoring 68%.

That said, Asda’s Valentine’s food was recently heavily praised in a Metro taste test, with the Bistro meal deal being voted ‘best value’ and having ‘no complaints’.

When it came to online grocery shopping, Tesco, Waitrose, and Ocado came out on top, with Asda and Morrisons once again at the bottom of the pile.

Reena Sewraz, retail editor at Which, said: ‘There’s no doubt that shoppers value M&S for its in-store experience and product quality.

‘However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains.

‘At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills.’

A version of this story was first published on February 18, 2025, it has since been updated.

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