The upmarket supermarket and it’s low-cost rivals beat the “big four” supermarkets Sainsbury’s, Tesco, Asda and Morrisons which scored lower on customer satisfaction.
Waitrose was lauded for its “superior quality of food” and pleasant shopping experience while Aldi and Lidl matched the big four supermarkets on product quality and beat them on price.
However Danish discount supermarket Netto proved that low prices aren’t enough to win over the British shopper scoring the lowest satisfaction rating in the survey.
Which? chief executive, Peter Vicary-Smith, says: “The success of some budget supermarkets in our survey proves that savvy shoppers can make the most of their money without compromising on quality. UK shoppers want the whole package – great value for money, a wide range of quality products, and a pleasant shopping environment. It’s not rocket science, but those supermarkets that consistently get it wrong should beware – shoppers will vote with their feet and take their business elsewhere.”