Discount supermarkets - they're the nation's favourites!
So it is of little surprise that three of the budget shops have beaten the biggest supermarkets when it comes to customer satisfaction, with Aldi, coming out on top, out of the discounters.
Concerning value for money, Aldi, Lidl and Iceland unsurprisingly beat Asda, Tesco, Sainsbury’s and Morrisons, according to a survey by Which!!! The key factor was that shoppers felt they were paying less without having to worry about a drop in quality.
When it comes to own label products, again, Aldi and Lidl matched the big guns while Iceland was deemed to be the shop that had the best customer service.
The overall winner wasn't a discount supermarket though, with Waitrose getting the best overall score. However, Waitrose only beat Aldi by a single point when it came down to it. The trouble for the big supermarkets here is that they have no idea whether to try and go upmarket or take on the discounters.
The table looks like this:
1. Waitrose 73
2. Aldi 72
3. Lidl 69
4. Iceland 69
5. M&S 69
6. Morrisons 63
Terrible news for Tesco, Sainsbury's and Asda, but marginally good news for Morrisons. The retailer who will be most unhappy at the results of the survey will be The Co-op, who was named the worst supermarket in Britain for being overpriced and having lousy customer services. They scored a paltry 49 out of 100.
Which!!! said: "The Co-op is once again the worst major supermarket and the gap between it and its rivals is even wider than in 2014. On value for money it’s shockingly behind everyone else. It has the worst rating for own-label products." Asda, meanwhile, were voted the worst when it comes to online groceries, with Ocado topping that poll.