Pulling out Aldi stops: Waitrose is ousted from top spot as Aldi is named shoppers’ number one choice

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  • A Which? survey reveals Waitrose' seven-year reign as the undisputed king of supermarkets has come to an end, having been usurped by the budget German retailer.

    Customers have voted Aldi the nation’s favourite supermarket,
    according to the Which? annual review of supermarkets. Aldi received 76 per cent of the vote, followed by Waitrose at
    75 per cent and Marks & Spencer at 73 per cent.

    At the other end of the spectrum, Tesco,
    the country’s biggest supermarket, scored just 57 per cent in terms of
    customer satisfaction. The Cooperative was last of the big supermarkets
    at 50 per cent

    Which? supermarket expert Matt Clear said: ‘The single most important factor for shoppers when deciding which supermarket to buy from is that it offers good value, which means getting the balance right between price and quality.’

    This balance is something Aldi appears to have mastered, with its lobster tails, champagne and smoked salmon receiving enthusiastic praise from celebrity chef Jean-Christophe Novelli.

    In addition, their mince pies caused a media sensation at the end of last year, by not only trouncing Heston Blumenthal’s offering for Waitrose in a blind taste test but Harrods and Fortnum and Mason too – all at 28p per pie.

    Edward Garner, a director at Kantar Worldpanel, said that more shoppers were visiting Aldi to “cherry pick” bargains. For example, the excellent Oliver Cromwell 1599 Premium Gin, which won the International Wine and Spirit Gold 2011 best in class. Not to mention a rating of 9/10 from drinks expert Jilly Goolden…

    This canny desire of shoppers for quality at a bargain price is further demonstrated by an increase in sales of supermarkets’ luxury ranges. Edward Garner said Tesco’s premium own label Finest had shown
    sales growth of 16 per cent
    year on year while Sainsbury’s Taste the Difference had risen 12 per cent.

    Interestingly, this trend for enjoying the good life seems to be supported by an increase in spending at even more budget shops, such as Poundland, which only last week launched an online store.

    So the question now is, will you be sporting your cheap and cheerful supermarket ‘placcie’ bags with pride or secreting your bargains into re-used carriers from a more ‘upmarket’ vendor?. Though of course, we know you’d only do that for the sake of the environment…wouldn’t you?

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