Which? poll reveals 2016's top supermarketMore than 7,000 voted in our supermarket survey
17 March 2016
The UK's favourite supermarkets for in-store and online shopping have been revealed by a Which? survey of more than 7,000 shoppers.
The highest-rated online supermarket was a surprise winner, topping the table for the first time with a customer score of 77%. The top in-store supermarket scored 75%.
Which? members can go to our supermarkets compared page to find out which came out on top, and see the complete scores and ratings for all the major UK supermarkets.
What makes a great supermarket?
The supermarkets ranked highest are all able to do something better than anyone else, and for the top online supermarket, its prices that stand out. It offers better value than any of its rivals, according to shoppers, and also gets full marks for its offers.
Shoppers really like that the value for money extends to delivery. The quality of its online delivery service was the most frequently mentioned reason for people shopping there more.
Customers at the top-rated in-store supermarket say shopping there is ‘a pleasure’, thanks to its helpful staff and tidy shops. No other supermarket was rated excellent in categories relating to customer service or store environment, but it received top marks in all of them.
Which? director of campaigns Alex Neill said: 'While value for money remains a high priority, people want special offers to genuinely be special and they want a pleasant in-store shopping experience. When it comes to online shopping, we know convenient and low cost delivery slots are prominent factors in where people choose to shop.'
Our full supermarkets review reveals more about what makes each store stand out, and which supermarket own-brand products are good enough to be rated as Best Buys.
The worst supermarkets
The supermarket at the bottom of the in-store rankings scored 57%. Shoppers aren’t especially impressed with anything about it – it was the only supermarket not to be rated as ‘good’ in any of the categories we asked about. It’s the only supermarket which is seen to have a poor range of products, and it also gets a low score for products being available.
The lowest-ranked online supermarket scored 65%. It was the only online supermarket not rated as good for products being in stock, and was one of only two that didn’t get a good rating for ease of finding products.
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