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19 May 2020

Iceland

Find out how thousands of Iceland shoppers rate its stores and website in our Iceland supermarket review.
By Ellie Simmonds

Iceland is best-known for its frozen food, but it also stocks non-frozen store-cupboard essentials and a small selection of fresh food. So should you do your main supermarket shopping there?

The first Iceland store opened in Shropshire in 1970, and there are now more than 900 branches across the UK.

In the annual Which? supermarkets survey, more than 1,500 Iceland shoppers rated the retailer on everything from queuing time to the quality of its food and value for money. This enabled us to work out star ratings for different categories, as well as an overall customer score.

Which? members can log in to unlock the tables and customer score below. 

If you're not a member, join Which? 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 review: is Iceland the UK's best supermarket?

In-store customer ratings

Iceland stores
Store layout
Store appearance
Queuing time
Staff availability and helpfulness
Products being in stock
Range of products
Overall quality of own-label products
Overall quality of fresh products
Recyclable packaging / no packaging
Value for money
Customer score

Online customer ratings

Iceland.co.uk
Ease of finding products on the website
Ease of finding products in the app
Availability of convenient delivery slots
Products being in stock
Range of products
Overall quality of own-label products
Overall quality of fresh products
Driver's service
Availability of recyclable packaging/products with no packaging
Value for money
Customer score

As well as accessing the supermarket scores, logging in or joining Which? will enable you to see how Iceland fared when we reviewed individual supermarkets' use of plastic and recyclable packaging.

Find out more