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Marks and Spencer has been recognized as the top in-store supermarket in Britain for the fifth consecutive year today – whileAldi and Lidl also made significant gains.

Shoppers praised M&SThe quality, service, and in-store experience – even though they claimed prices were higher than most competitors, according to an annual survey by Which?

Aldi moved above Tescomoved from third to second position in the yearly ranking, while Lidl climbed from seventh to fourth, surpassingWaitrose, Sainsbury’s and Iceland.

However, Iceland dropped three positions from fourth to seventh when compared to the 2025 results; Tesco moved down from second to third; andAsda and Morrisons remained bottom.

Waitrose and Sainsbury’s remained in fifth and sixth positions respectively, following a survey of 3,500 individuals regarding their shopping experiences.

Supermarkets were evaluated based on areas like customer service and cost-effectiveness, while an additional score was calculated from participants’ general satisfaction along with their willingness to suggest the store to others.

M&S topped the list with the highest in-store customer score of 78 percent, earning five stars for customer service, store environment, product selection, and availability.

The standard of in-house branded and fresh food at M&S was also commended. One customer remarked: ‘It’s the top spot for premium quality goods and consistently meets my expectations.’

M&S received only two stars in terms of cost-effectiveness, as many customers mentioned it was a place they visited for rare indulgences instead of regular shopping.

One remarked: “It’s pleasant to shop there for something unique, although it tends to be pricey.” Another commented: “I don’t think I can do a complete shopping trip there.”

This lower value score caused M&S to miss out on the ‘Which? Recommended Provider’ (WRP) designation – a recognition given this year exclusively to Aldi for in-store shopping.

Aldi matched Tesco’s total score of 76 percent and, together with Lidl, received the top rating for cost-effectiveness – four out of five stars.

Customers mentioned they were prepared to accept somewhat lower ratings for Aldi’s store look, staff assistance, and food quality in return for always affordable costs.

One remarked: “There is a wide selection available and the prices are favorable when compared to other grocery stores.”

It follows “Which?” as Aldi was named Britain’s most affordable supermarket for 2025 in a different annual study released on January 9.

In the most recent report, Lidl received strong recognition for its cost-effectiveness and achieved a customer rating of 75 percent.

A customer remarked: ‘Excellent prices and distinctive items available regularly. The loyalty program is impressive with realistic targets.’

Although Aldi surpassed Tesco in the most recent rankings, Tesco still showed impressive results with a shared second-highest in-store score of 76 per cent — and also tied for first place in online shopping with Waitrose (81 per cent).

Tesco was awarded four stars for customer service, store appearance, product selection, and general quality, and did not receive a rating lower than three stars in any area, including cost-effectiveness.

Customers commended Tesco for its combination of cost, quality, and selection, with several noting the benefits from Clubcard promotions. A customer remarked: “Prices are expensive everywhere, but the Clubcard makes the difference.”

However, Tesco failed to obtain WRP status as its loyalty discounts are not yet available to all – even though the retailer stated earlier this week that it is considering this matter.

Which? has been urging the retailer to take further action to prevent groups like those under 18 from being excluded from savings opportunities.

Nevertheless, at the opposite end of the rankings, Asda and Morrisons tied for last place in-store shopping, each achieving a customer score of 68 percent.

Asda was also placed last in terms of online shopping (71 percent). Customers complained about long lines, inadequate customer service, and the quality of products, with one shopper stating, “It’s not as good as it used to be.”

Customers of Morrisons expressed dissatisfaction with empty store shelves and fresh products spoiling rapidly. A customer mentioned: ‘It’s not the most affordable option and has a rather outdated appearance.’

Both Asda and Morrisons received lower ratings for value for money from loyalty program members (two stars) compared to non-members (three stars), indicating that customers are not satisfied with the perks provided by their loyalty programs.

In the meantime, two more supermarkets received WRP status due to their online services.

Ocado achieved an 80% rating, with customers appreciating its variety of delivery time options and friendly drivers. One customer mentioned that Ocado’s ‘own-brand is excellent and they collaborate with M&S, which offers great products as well’.

Sainsbury’s also performed well with online customers, who awarded it an overall rating of 79 percent (compared to 73 percent for in-store). One customer remarked: ‘The service and products are consistently top-notch. The Nectar program functions exceptionally well.’

Which? retail editor Reena Sewraz said to the Daily Mail: ‘There’s no question that customers appreciate M&S for its in-store atmosphere and product quality.’

Nevertheless, certain individuals believe the elevated costs make it inaccessible for a typical weekly purchase. Rather, it turns into a rare indulgence or a place to find discounted items.

In an era where families are facing significant financial strain, Aldi remains at the forefront in terms of pricing – prioritizing value over unnecessary extras.

The Mail reached out to all the mentioned supermarkets for their response.

An M&S representative stated: “M&S customers are assured of quality and good value along with excellent customer service, store standards, product selection, and availability.”

Our ‘Remarkable Value’ collection of everyday family essentials – priced in comparison to major rivals – has doubled in size since 2023, with M&S being the quickest expanding grocery store for families, showing advancement in our path to becoming a go-to shopping list retailer.

Julie Ashfield, the chief commercial officer at Aldi UK, stated: ‘We are pleased to be the sole Recommended Provider of Which?’ for in-store supermarket shopping. We understand that cost-effectiveness is the main concern for customers, which is why approximately 70 percent of UK households currently shop with us.

We have also been recognized by Which as the most affordable supermarket in the UK for five consecutive years, demonstrating that if you are looking for high-quality items at exceptional prices, along with a positive in-store atmosphere, Aldi is the ideal choice.

Rachel Eyre, Asda’s head of customer service, stated: “We were identified as the most affordable supermarket for a large purchase by Which? last year and are making progress in the key areas — improved stock availability, exceptional value, and a more robust in-store and online experience.”

We are noticing progress in our internal customer satisfaction metrics because of this, and continue to concentrate on becoming the top option for families once more.

A representative from Sainsbury’s stated, “We are very happy to see customers acknowledging the excellent service, quality, selection, and affordability we strive to provide daily, both online and in our physical locations.”

It’s great to learn that they are appreciating our products and experiencing the advantages of Nectar prices and Aldi Price Match in our supermarkets and convenience stores.

We’ll keep concentrating on what is most important – ensuring quality food is available to all and offering a service that people can rely on.

A representative from Waitrose stated: “We are happy that Which? has given us the shared top number of stars among UK supermarkets for in-store service and the maximum number of stars for online.”

We are extremely pleased that our customer service, store atmosphere, online grocery delivery, and the quality, variety, and availability of our products have performed exceptionally well, which is evident from the high customer satisfaction ratings we are receiving.

A representative from Tesco stated: “We are pleased that customers surveyed by Which? have ranked Tesco as the top supermarket for online deliveries and the highest among the ‘big four’ for our physical stores.”

These findings highlight the commitment of our team members, who strive daily to provide customers with outstanding value, reliable access, and top-notch service, whether they choose to shop with us in person or through our website.

Both Morrisons and Iceland chose not to provide any statement.

The findings came from an online poll involving 3,552 members of the UK population in November of the previous year, during which participants shared 4,928 in-store and 1,417 online shopping encounters with Which?.

Which? stated that it grants WRP status to supermarkets that fulfill specific requirements, such as achieving a minimum of three stars for customer service, affordability, and the quality of their own-brand and fresh products.

The consumer organization mentioned that it carries out additional reviews, such as verifying the qualification requirements of loyalty programs, providing nutritional labeling, and addressing reported food safety violations.

It followed individual data from last week indicating that grocery price inflation dropped to 4 percent in January, the lowest since last April.

The decrease from December’s 4.3 per cent was due to spending on supermarket private label products making up 52.2 per cent of grocery sales, the highest figure ever recorded, as reported by market research company Worldpanel by Numerator.

Expenditure on promotional items increased by 10.9 percent compared to the previous year, representing the highest growth rate since October 2024, whereas sales of regular-priced goods grew only by 1.7 percent over the same four-week period last year.

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