British multinational retailer Marks & Spencer (M&S) has been named the best in-store supermarket of 2024, topping the Which? annual supermarket satisfaction survey for the third year running.  

The survey results highlight the importance of quality and overall shopping experience, with M&S receiving five stars for the quality of their own-label and fresh products and customer service.  

Although perceived as slightly expensive, customers appreciate the in-store experience M&S offers. 

Aldi ranked closely behind M&S, impressing customers with its value for money and earning the title of the cheapest supermarket of the year.  

However, it did not become a Which? Recommended Provider due to lower ratings in other areas.  

Waitrose, sharing the high-end segment with M&S, also scored top marks for product quality and customer service but received only two stars for value for money, excluding it from being a Recommended Provider. 

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The survey also revealed that Iceland topped the online supermarkets’ table, praised for its customer service and value for money.  

Tesco and Waitrose were joint-second in the online rankings, with Waitrose’s high-quality products earning it the nickname of “the Rolls Royce grocer” from one satisfied customer. 

Ocado, which offers M&S food and drink, was commended for its wide range of products and customer service.  

Both Ocado and Waitrose were named Which? Recommended Providers for their strong online performance, despite receiving only three stars for value for money. 

Morrisons and Asda found themselves at the lower end of the in-store shopping table, with customers particularly dissatisfied with Asda’s product quality, customer service and stock availability.  

Aldi also faced criticism from online shoppers, ranking at the bottom of the online table due to its lack of home delivery and the discontinuation of its “Special Buy” products online.