S Poddar
Aldi, the popular discount supermarket chain, has fallen to third position in the most recent lists of the UK’s top supermarkets. Even though it was declared the cheapest supermarket earlier this year, it was beaten by two of its biggest rivals in a survey by consumer group Which?. The research collected data from more than 2,600 consumers, judging supermarkets on a variety of factors other than price.
The 2025 number one place went to Marks & Spencer with a total customer score of 79%. Shoppers commended the retailer on the quality of own-brand and fresh foods, choice of goods, checkout ease, and courtesy of staff. Despite scoring three stars for “value for money,” customers value the better shopping experience it has to offer.
Placing second behind M&S, Tesco had an overall customer score of 74%. Although it did well, it lagged behind in a number of important categories to the winner. Customers rated it lower for staff availability, appearance of store, stock levels, and self-service checkout functionality.
Reena Sewraz of Which? Retail emphasized why Marks & Spencer captured the top spot, adding, “Our survey indicates that a great shopping experience and quality products do matter to shoppers – and M&S being top of its competitors is an indication that some customers are willing to pay that little extra for it.”
One happy M&S customer resonated with such views, deeming shopping with the store “a real treat.” They commented further, “Great-quality products that I don’t mind paying a bit extra for.”
Aldi, a consistent top player in previous years, came in third with Iceland and Waitrose, who both achieved a customer score of 72%. The discount supermarket scored a mere two stars out of five in areas like overall customer service, staff availability and help, store atmosphere, waiting times, availability of stock, self-scanning facilities, range of products, and the standard of its own-label and fresh foods.
Despite its slip in ranking, Aldi remains a popular choice for budget-conscious shoppers who prioritize affordability. However, the survey suggests that customers are increasingly valuing service quality, store environment, and product selection over low prices alone.
With Marks & Spencer taking the lead, new rankings reflect changing customer tastes. The findings reveal that although price is still key, most customers are prepared to spend a bit more for a more pleasant and easier shopping experience. With competition within the supermarket market still high, retailers will have to walk a tightrope between price, service, and quality in order to cater to changing customer needs.
