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Best and worst supermarkets

Iceland

By Matt Clear

Article 4 of 12

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Is Iceland better or worse than other supermarkets? We asked hundreds of Iceland shoppers to rate its stores and website.

Iceland opened its first store in Shropshire in 1970, and now has more than 850 stores across the UK.

Iceland specialises in frozen food, but also sells non-frozen store-cupboard essentials and a smaller selection of fresh food.

Is Iceland the UK's best supermarket?

We surveyed thousands of shoppers to discover which are the best and worst supermarkets, as rated by their customers. More than 700 Iceland customers rated Iceland on everything from customer service to quality of food and pricing. Which? members can log in to unlock the table below and find out what they thought. 

If you're not a Which? member, sign up for a £1 trial to find out what Iceland customers had to say, and which supermarket was rated as the best. You'll also get access to all of the reviews on our website.

Iceland
Products being in stock Subscriber only content
Range of products Subscriber only content
Quality of own-label products Subscriber only content
Quality of fresh products Subscriber only content
Offers Subscriber only content
Value for money Subscriber only content
Staff availability and helpfulness Subscriber only content
Ease of finding products Subscriber only content
Store tidiness Subscriber only content
Store appearance Subscriber only content
Queuing time Subscriber only content
Customer score Subscriber only content

 

Iceland online
Ease of finding products Subscriber only content
Products being in stock Subscriber only content
Convenient delivery slots Subscriber only content
Substitutions Subscriber only content
Range of products Subscriber only content
Quality of own-label products Subscriber only content
Quality of fresh products Subscriber only content
Drivers' service Subscriber only content
Offers Subscriber only content
Value for money Subscriber only content
Customer score Subscriber only content

Which? members can log in to unlock the tables above and our expert analysis.

Not yet a Which? member? Sign up for a £1 trial to access our results and all of our online reviews.

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