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Waitrose named UK's favourite supermarket by Which?

Published:  19 February, 2015

Waitrose has returned to the top spot of the Which? annual supermarkets survey - narrowly ahead of last year's winner, discounter Aldi.

Waitrose shoppers rated it highly for customer service, store environment and its own-label and fresh products. Its overall customer score was 73%, while Aldi, which earned a five-star rating for its pricing, scored 72%.

Iceland, Lidl and M&S also came up trumps in the survey of 7,001 UK supermarket shoppers.

Ocado was named the best supermarket for online grocery shopping for the fifth year in a row, with more competition coming into the field as Iceland and Morrisons entered the online fray.

Consumers named value and good quality food products are the most important factors in choosing where to shop. Waitrose and M&S excel in the quality stakes, while Aldi, Iceland and Lidl each got five-star price ratings for their pricing. Which? says no other supermarket stands out in these areas.

The discounters have seen significant sales increases in the past year - most obviously at Lidl and Aldo but Iceland, which has seen sales fluctuate, posted a large profit increase for the year.

The Big Four supermarkets struggled in 2014 - losing share to their cheaper rivals and more upmarket retailer Waitrose.

The Co-operative came bottom of the leader board, being awarded just 49% by customers. It failed to score more than two stars out of five in any category other than the quality of its fresh products, which got three out of five stars. Other than that customer service, pricing, quality of own-label products, store environment and filling your trolley all scored just two stars.

Tesco was second from bottom with a score of 60%, while Asda was third from last with 62%.