Discounters Aldi and Lidl have beaten many of their larger rivals to come close to topping an annual UK supermarket satisfaction survey, carried out by consumer association ‘Which?’
In its ‘Best and Worst Supermarkets’ report, Which? found that Aldi had overtaken mainstream retailer Marks & Spencer to take second place in its survey with a 72 per cent positive rating, following only Waitrose.
The 11,000 members of the Which? Connect online panel, who were surveyed in October 2011, judged that Aldi was one of the few retailers to improve on its 2010 performance, rating it strongly for its “value and special offers”.
However, the German-owned discounter was also given a four star rating for the quality of its own-brand goods and fresh produce.
Third-placed Lidl also improved on its rating from 2010, scoring 68 per cent, although panelists judged that the gap had widened between the company and rival discounter Aldi.
Despite this, Lidl was given four stars for its discounts and multibuys, while the quality of its fresh and own-brand produce also scored highly.
Topping the chart was Waitrose, which achieved a satisfaction rating of 83 per cent, scoring five stars for its fresh produce, own-brand food and its perceived support for local food producers.
UK grocery retail market leader Tesco came joint bottom of the survey with the Co-operative, with a satisfaction rating of 46 per cent and only two stars for its value and special offers. Tesco was also judged by panelists as being the retailer they were “least likely to associate with trustworthiness”.
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