Why We Now Prefer Aldi To Waitrose

What’s all the fuss about?

A Which? survey of 6,800 members of the UK public has revealed Aldi has knocked Waitrose off the top spot as Britain’s favourite supermarket. The chains were ranked based on consumers' views on the appearance of stores, queuing time, staff availability, value for money, and the range and quality of products available.

Waitrose fell to fourth place on the list while Marks & Spencer – winning marks for store appearance and product quality – came in second, Lidl third and Sainsbury’s last, with customers saying they were particularly unimpressed by its special offers and value for money.

What did Aldi win points for?

The budget store – which changed its slogan from ‘Smarter Shopping’ to ‘Good Living’ in spring 2017 – impressed shoppers with the quality of its food, its special offers, its “fantastic prices” and its “always improving” range. 

Waitrose customers, on the other hand, commended the store’s helpful staff but gave it just two stars for value for money – while Aldi scored a full five stars in this category.  One Waitrose customer commented: “It’s a bit pricey – which is why I don’t do my main shop there.”

What do the experts think?

Alex Neill, managing director of Which? home products and services, said: “With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets. Aldi and Lidl have won over their customers with value for money.” He went on to say: “The big four supermarkets need to up their game or risk losing their customers to other supermarkets who are doing a better job of giving people what they want.”

And SL’s verdict?

We love Aldi for the prices (obviously) but also because it has such a good range of healthy foods including chia seeds and nuts. It also has amazing replicas of more expensive brands (such as its discounted take on Total’s 0% fat-free Greek yogurt) and award-winning wines and spirits – its Oliver Cromwell London Dry Gin (yours for a mere £9.97) was voted one of the best in the world.

So should we all be shopping at Aldi?

Hold your horses... While Aldi scored highly in several categories, shoppers were critical of the overall shopping experience, describing the stores as “untidy”, while complaining of “rushed checkouts”. But, if it’s value for money and discounted quality products you’re after, then it’s worth a trip.