Which? surveyed over 3,500 shoppers on service, range, quality, store appearance and value
Sam Dimmer East Midlands Head of Brand and Ambarish Awale
06:51, 13 Feb 2026
A new Which? survey has named the UK’s top in-store supermarkets(Image: Getty Images)
A recent Which? survey has identified the UK’s best-performing supermarkets for in-store customer satisfaction, revealing how consumers weigh up quality, service and value.
Marks and Spencer has claimed the top spot, earning plaudits for its shopping environment, product selection and customer care, despite many acknowledging its premium pricing compared to competitors.
The consumer champion’s annual supermarket satisfaction survey canvassed responses from over 3,500 individuals about their in-store shopping experiences over the previous year.
Supermarkets were evaluated across multiple criteria, including customer service, product variety, store presentation, quality and value for money, with overall satisfaction ratings also factoring in shoppers’ willingness to recommend the retailer to others.
M&S secured first place in the in-store rankings with a customer score of 78 per cent.
The retailer received five-star ratings for service, store presentation, product variety, stock availability, and the quality of both own-brand and fresh produce, reports the Daily Record.
One shopper remarked to Which?: “It’s the best place for high-quality produce and never lets me down.”
Despite impressive ratings overall, M&S secured only two stars for value for money, with numerous customers considering it more suitable for an occasional indulgence than for their regular weekly grocery run.
“It’s nice to shop there for something a little special, but it is quite expensive,” one shopper remarked, whilst another noted, “I don’t feel I can do a full shop there.”
This weaker value rating prevented M&S from achieving Which? Recommended Provider (WRP) status.
Tesco delivered a solid performance, attaining 76 per cent for in-store shopping and equalling Waitrose with the top online rating of 81 per cent.
The supermarket chain received four stars for customer service, product selection, store presentation and quality, never dropping below three stars across any measure, including value for money.
Customers commended the equilibrium between cost and quality, with many highlighting the benefits of Clubcard reductions. One customer observed, “Prices are high everywhere, Clubcard is the deciding factor.”
Tesco also fell short of WRP accreditation as loyalty scheme benefits aren’t presently available to all shoppers, an issue Which? maintains requires attention, especially for those under 18.
Aldi emerged as the sole supermarket to receive the in-store WRP accolade, likewise achieving 76 per cent overall.
Together with Lidl, Aldi secured the top value-for-money rating with four out of five stars, cementing its standing as a budget-friendly shopping destination.
Customers were willing to overlook slightly lower scores for store appearance and service in favour of low prices. One shopper noted, “There’s plenty to choose from and the prices are great compared to other supermarkets.”
Lidl was similarly lauded for its value for money, achieving a customer score of 75 percent. “Just great prices and good unique items on rotation. Loyalty scheme is great with achievable goals,” one customer remarked.
On the flip side, Asda and Morrisons found themselves at the bottom of the rankings, both securing a customer score of 68 percent. Asda, grappling with a dwindling market share, also came last for online shopping with a score of 71 percent.
Customers criticised long waiting times, subpar service and quality, with one commenting, “Not as good as it used to be.”
Morrisons shoppers bemoaned empty shelves and perishable food spoiling quickly, with one adding, “It’s not the cheapest and it’s quite old-fashioned looking.”
Both supermarkets also scored poorly for the value of their loyalty schemes among members.
Ocado and Sainsbury’s clinched WRP status for online shopping, scoring 80 percent and 79 percent respectively. Customers commended Ocado for its delivery flexibility and product range, while Sainsbury’s received consistent praise across all categories.
Reena Sewraz, Retail Editor at Which?, commented, “There’s no doubt that shoppers value MandS 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.”
