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Aldi is now Britain's favorite grocery store

12 February 2018

Aldi has topped the annual Which? supermarket satisfaction survey as value for money continues to be the key driver for shoppers.

The German discounters pose a genuine threat to Britain's established "big four": Aldi and Lidl now account for £1 out of every £8 spent at United Kingdom supermarkets, according to research from Kantar Worldpanel. "Aldi and Lidl have won over their customers with value for money", said Alex Neill, the managing director of Which? home products and services.

Aldi has been rated the nation's favourite in-store supermarket in Which?'s annual best and worst supermarket satisfaction survey.

Elsewhere, Sainsbury's ended up bottom of the list, with a spokesperson pointing to confusing methodology of the ranking system and highlighting how it beat Aldi in categories like store appearance, queuing time, staff availability and product range.

Some shoppers were critical of aspects of Aldi's store experience, describing them as "untidy" and complaining of "rushed checkouts".

The budget supermarket retailer has replaced Waitrose at the top, a position it held for three years.

Which? said customers gave Waitrose a two-star rating for its value for money, in contrast to Aldi's five.

One customer said Waitrose is "a bit pricey - which is why I don't do my main shop there", while others praised its "top quality" produce and "polite customers".

The news comes as Tesco continues to feel pressure from Aldi and Lidl, with the latest Kantar data showing earlier this month that the blue-chip's grocer market share had continued to decline in the 12 weeks to January 28, having dipped 0.3 percentage points to 27.8 percent.

"We are also a business that is and has always been committed to doing the right thing, most recently reflected in our aim to eliminate plastic packaging from our own-label range by 2023".

In fact, all of the "Big Four" supermarkets languish at the bottom of the 2018 table, with Sainsbury's found most wanting. Iceland 6. Tesco =7.

Aldi is now Britain's favorite grocery store