Which? survey reveals the UK’s best and worst supermarkets of 2025

M&S has been named the UK’s best in-store supermarket for the fourth year running, while Tesco and Ocado have topped the online rankings, according to Which?’s 2025 supermarket satisfaction survey.

The annual survey asked thousands of shoppers to rate supermarkets on key factors, including store appearance, value for money, customer service, and online delivery.

M&S stood out for its high-quality products and well-stocked stores, earning the maximum five-star rating for its own-label items and fresh produce.

One shopper said: “It’s a real treat to shop there – great-quality products that I don’t mind spending a bit more on.”

Tesco secured second place for in-store shopping, followed by Aldi, Iceland, and Waitrose in joint third. However, Aldi and Iceland, despite being rated highly for value, scored lower for product quality and staff availability.

For online shopping, Tesco and Ocado were the clear winners, with shoppers praising their reliable deliveries and wide product ranges.

A Tesco customer described their experience as: “I wouldn’t shop anywhere else – they nearly always have what I want and the quality is excellent.”

Supermarkets that failed to impress

At the other end of the rankings, Asda and Morrisons were rated the worst for in-store shopping, with customers highlighting poor stock levels, long checkout queues, and unhelpful staff.

Asda also ranked the lowest for online shopping, scoring poorly for customer service and value for money.

Amazon Fresh struggled to win over online shoppers, receiving low ratings for product range and delivery communication.

Food inflation on the rise

No supermarket earned a full five-star rating for value for money, reflecting the ongoing strain on household budgets.

Although food inflation had been falling, Which?’s research found that it rose to 3.4% in the three months to November 2024, the first increase in 20 months.

Lidl recorded the fastest-rising prices at 4% year-on-year, while Waitrose saw the lowest increase at 0.9%. Supermarkets have warned that upcoming minimum wage increases, higher National Insurance contributions, and new packaging taxes could push prices up further in 2025.