Marks & Spencer (MKS.L) has claimed victory in consumer group Which?'s annual supermarket survey, with customers praising the retailer’s product quality and shopping experience.

Tesco (TSCO.L) made significant strides in the rankings, securing second place for in-store shopping and a joint first-place finish for online shopping.

With a customer score of 79%, M&S retained its title as the UK's top in-store supermarket for the fourth consecutive year, and it was the only retailer to receive five stars for the quality of its own-label and fresh products. One customer shared their satisfaction, saying: “It’s a real treat to shop there — great quality products that I don’t mind spending a bit more on.”

The 141-year-old retailer has focused on revamping its food halls and lowering or freezing prices on key staples.

Tesco, the UK’s largest supermarket chain, secured second place with a strong customer score of 74%, earning four stars for store appearance, product range, and stock availability.

Aldi, which recently earned the title of "cheapest supermarket of 2024" from Which?, tied for third place with Iceland and Waitrose, each scoring 72%. Shoppers appreciate Aldi’s low prices, but some expressed frustration with long checkout queues, rushed cashiers, and poorly stocked or messy stores. Similar complaints were made about Lidl, which ranked seventh with a score of 69%.

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At the bottom of the in-store table were Asda and Morrisons, both scoring 66%. Neither managed to achieve more than three stars in any category, with several Morrisons customers citing cramped stores and understaffed checkouts. One shopper noted: “Morrisons has gone downhill.”

Meanwhile, Asda, which received two stars across all categories, said it is working to address these issues. Returning CEO Allan Leighton has vowed to “restore Asda’s DNA,” focusing on cutting prices and improving services to regain competitive ground.

In the online shopping segment, Ocado (OCDO.L) and Tesco (both with a score of 79%) tied for first place.

Ocado, known for its expanded own-label range, including exclusive M&S-branded products, was praised by one loyal customer: “Ocado gives the best all-round experience of all the online retailers.”

Waitrose (78%) received an excellent online rating, with multiple four-star scores, but its relatively high prices turned some shoppers away.

Sainsbury’s (SBRY.L) (76%) came in third for online shopping. One shopper highlighted the friendly service from Sainsbury's delivery drivers, saying: “They are always really friendly and helpful.”

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Amazon (AMZN) Fresh (68%) and Asda (66%) rounded out the bottom of the online rankings, with Amazon Fresh receiving mixed feedback on its pricing and product range. However, its same-day and next-day delivery service earned praise from some customers. Asda, scoring just two stars in seven out of 10 categories, continues to struggle in the digital space.

None of the supermarkets in the survey received five stars for value for money, amid the ongoing cost of living crisis. Despite food inflation easing throughout 2024, grocery prices remain high, and economic factors, including wage increases and higher taxes, are expected to drive up costs in the near future.

Reena Sewraz, Which? retail editor, said: “Our supermarket survey shows that a good shopping experience and quality products really matter to consumers — and M&S beating its rivals to the top spot shows some shoppers are prepared to pay a bit more for that.”

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She added: “Aldi, Lidl, or Iceland may be the preferred choice for those who prioritise affordability above all else. For those lucky enough to have a choice of supermarkets, mixing and matching to get the right mix of quality and bargain prices might be the right approach. Not everyone has a choice about where they buy their groceries, which is why it’s important that supermarkets do all they can to ensure their lowest prices are available to all.”

The survey, conducted among 3,206 shoppers, rated supermarkets based on criteria such as store appearance, queueing time, delivery services, and the quality of product substitutions.

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