M&S triumphs as the nation’s favourite supermarket for fifth year in a row, Which? finds
Marks & Spencer has been crowned the UK’s best in-store supermarket for customer satisfaction in a new Which? survey, with shoppers praising its quality, service and store experience - even as customers say prices are higher than most rivals.
In its annual supermarket customer satisfaction survey, the consumer champion surveyed over 3,500 members of the public about their experiences shopping in-store over the last 12 months. Major UK supermarkets were judged on a range of categories including customer service and value for money. A separate score was generated from survey respondents' overall customer satisfaction as well as their likelihood to recommend the retailer to friends and family.
M&S emerged as the clear leader, achieving the highest in-store customer score of 78 per cent. Shoppers awarded it five stars for customer service, store appearance, product range and availability, as well as the quality of its own-label and fresh food. One customer summed this up by telling Which?, “It's the best place for high-quality produce and never lets me down.”
Despite strong ratings across most categories, M&S scored just two stars for value for money with many customers saying it was a destination for occasional treats rather than a full weekly shop. One shopper said, “It's nice to shop there for something a little special but it is quite expensive,” while another added, “I don’t feel I can do a full shop there.” This lower score for value means M&S missed out on Which? Recommended Provider (WRP) status.
Tesco performed strongly, achieving a joint second-highest in-store score of 76 per cent - and also ranking joint first for online shopping alongside Waitrose (81%). Tesco received four 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 praised 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.”
However, Tesco also missed out on WRP status because its loyalty discounts are not currently accessible to everyone. While it recently said it would be reviewing this, Which? believes the retailer must do more to ensure groups such as under-18s are not excluded from savings.
Aldi was the only supermarket to receive the WRP badge for in-store shopping. It matched Tesco’s overall score of 76 per cent and, along with Lidl, achieved the highest rating for value for money (four out of five stars). Aldi was also recently named Cheapest Supermarket of the Year by Which?.
Shoppers' responses suggested they were willing to overlook slightly weaker scores for Aldi’s store appearance, customer service and grocery quality in exchange for consistently low prices. One shopper said, “There's plenty to choose from and the prices are great compared to other supermarkets.”
Lidl was also praised highly for value for money and earned a customer score of 75 per cent. One shopper said; “Just great prices and good unique items on rotation. Loyalty scheme is great with achievable goals.”
At the other end of the rankings, Asda and Morrisons were joint bottom for in-store shopping, with both receiving a customer score of 68 per cent. Troubled Asda, which is losing market share to the discounters*, also ranked last for online shopping (71%). Shoppers criticised long queues, poor customer service and product quality at Asda. One customer said; “Not as good as it used to be”.
Morrisons customers complained about empty shelves and fresh food going off quickly. One shopper added; “It's not the cheapest and it's quite old-fashioned looking.”
Both Asda and Morrisons also scored lower for value for money among loyalty scheme members (two stars) than non-members (three stars), suggesting their loyalty schemes are not delivering meaningful benefits for shoppers. One Asda shopper cemented this view by saying; “promotions and loyalty scheme leave a lot to be desired”.
Meanwhile, two additional supermarkets were awarded online WRP status. Ocado scored 80 per cent, with shoppers praising its range of delivery slots and helpful drivers. One shopper shared the sentiment of many of the respondents by saying Ocado’s “own-brand is great and they partner with M&S who have great items too”.
Sainsbury’s also excelled according to online shoppers who gave it an overall score of 79 per cent (73% for in-store). It performed consistently well across categories. One shopper summed this up by saying; “Service and products are always first class. The Nectar scheme works brilliantly.”
Reena Sewraz, Which? Retail Editor, 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.”
ENDS
Notes to editors:
The results are based on an online survey of 3,552 members of the UK public who told Which? about 4,928 in-store and 1,417 online shopping experiences. Fieldwork was conducted in November 2025.
To qualify as a WRP, supermarkets must meet strict criteria, including getting at least three stars for customer service, value for money and quality of own-label and fresh products. Which? conducts further checks, including checking eligibility criteria of loyalty schemes, provision of nutritional labelling and reported food safety breaches.
*Grocery market share data from Worldpanel data by Numerator.
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