The retailer topped the latest Which? customer satisfaction survey with a standout 78 percent score, beating Tesco, Aldi and Waitrose for overall in-store experience.
Yet despite the glowing feedback, customers gave M&S just two stars for value for money, with many saying it is a place for “treats” rather than the main weekly food shop.
Why M&S came out on top
Shoppers awarded M&S five stars for:
- Customer service
- Store appearance
- Product range and availability
- Own-label quality
- Fresh food
From bakery counters to ready meals, customers praised the quality and presentation of food — helping it secure a clear lead over rivals.
But the higher price point divided opinion.
Which? retail editor Reena Sewraz says: “There’s no doubt that shoppers value M&S for its in-store experience and product quality. However, some people feel its higher prices put it out of reach for a regular weekly shop. Instead, it becomes an occasional treat or a destination for yellow-sticker bargains.
“At a time when households are under intense cost-of-living pressure, Aldi continues to lead on price – focusing on affordability over frills.”
Because of its lower value score, M&S did not receive Which?’s “Recommended Provider” label.
Aldi named best for value
While M&S dominated on quality, Aldi was the only supermarket to receive Recommended Provider status for in-store shopping.
The discount chain scored four out of five stars for value for money — the highest rating in that category, alongside Lidl.
At a time when many households are still feeling cost-of-living pressure, shoppers appear willing to trade frills for lower prices.
Tesco strong across the board
Tesco ranked joint second for in-store shopping with Aldi, scoring 76 percent.
It also came joint top for online grocery shopping alongside Waitrose, both scoring 81 percent.
Tesco received four stars for customer service, store appearance, product range and quality, but missed out on Recommended Provider status because its Clubcard prices are not available to everyone.
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Asda and Morrisons were the lowest ranked supermarkets
At the other end of the table, Asda and Morrisons were joint bottom for in-store shopping, both scoring 68 percent.
Asda also ranked last for online shopping with 71 percent.
Customers complained about:
- Long queues
- Poor customer service
- Empty shelves
- Fresh food going off quickly
Which? also found that both Asda and Morrisons scored lower for value among loyalty scheme members — suggesting shoppers were not seeing strong enough rewards.
The latest rankings reveal a clear split in how Brits are shopping:
- M&S for quality and treats
- Aldi for everyday affordability
- Tesco for balance and online convenience
Asda said it is working to improve availability and value, pointing to previous recognition as the cheapest supermarket for a big shop.
Asda’s chief customer officer Rachel Eyre said: “We were recognised as the cheapest supermarket for a big shop by Which? last year and are progressing in the areas that matter most — better availability, unbeatable value, and a stronger in-store and online experience.
“We’re seeing improvements in our internal customer satisfaction data as a result, and remain focused on being the number one choice again for families.”
