• Waitrose top for in-store experience, based of survery of 7,000 shoppers
  • Iceland top for online, followed by Ocado
  • M&S Simply Food wins convenience store category

Waitrose, Iceland and M&S have scooped the honours in a Which? supermarket consumer satisfaction survey.

Shoppers recognised Waitrose for best in-store experience, with M&S second. Aldi and Lidl were joint third. Tesco and Asda were eighth and ninth place respectively in the category.

Waitrose was recognised for its helpful staff and spacious in-store lay-outs.

Iceland was voted best for online for its convenient delivery slots and friendly drivers. The frozen food specialist was closely followed by Ocado, with Morrisons in third, according to the Which? survey.

M&S’s Simply Food chain won best convenience store.

More than 7,000 shoppers were surveyed for the awards.

Richard Headland, Which? magazine editor, said: “With concerns over rising prices the competition among supermarkets is fiercer than ever.

“While value for money remains a top priority, in-store appearance and the availability of quality and fresh products can also go a long way to satisfying shoppers’ need,” he said.

Asda was joint last with Sainsbury’s and Waitrose in the online rankings. While seen by consumers as being generally good value, the Walmart-owned chain’s food quality was rated as average.

An Asda spokeswoman told the BBC: “We know that we need to do a better job for our customers and all our colleagues are working hard to make a real difference.”

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