M&S retains ‘best in-store supermarket’ title for fourth year
Marks & Spencer has been named the ‘best in-store supermarket’ of 2025 by consumer group Which? for the fourth year running.
The consumer watchdog surveyed 3,306 shoppers in October and November 2024. The respondents rated UK supermarkets on a range of categories, including value for money, customer experience, store appearance, queuing time and range of products, with M&S receiving the highest customer score of 79%.
According to Which?, the upmarket retailer was the only supermarket to earn the maximum five stars for the quality of its own-label and fresh items as well as its range of products.
Tesco came in at second place with a score of 74%, followed by Aldi, Iceland and Waitrose, all of which scored 72%.
Waitrose was the only supermarket apart from M&S to receive four stars for the availability and helpfulness of its staff and overall customer service, and was awarded five stars for store appearance.
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While Iceland and Aldi were two of just three supermarkets (with Lidl) to receive a four star rating for value for money, customers gave discount grocer Aldi two stars on every other measure asked about by Which?
Sainsbury’s wasn’t far behind M&S with a customer score of 72%, followed by Lidl with 69%. Asda and Morrisons were in joint-last place, each receiving a score of 66%. Both retailers scored just two stars on categories including overall customer service, value for money and self-service.
The watchdog also asked respondents to rate the ‘best online supermarket’ of 2025, with Ocado and Tesco in joint-first with a score of 79%.
Waitrose also rated highly online, with a score of 78%, followed by Sainsbury’s with 76%, Iceland with 73% and Morrisons with 68%.
Amazon Fresh was included in the online survey and received a score of 68%, with just two stars for value for money, product range and communication.
Asda received the lowest score of 66%, receiving two stars on all categories other than quality of own-label and fresh products, delivery, and availability of collection/ delivery slots, for which it scored three out of five.
