Iceland and Waitrose win vote for the best UK supermarkets

Wondering which supermarket has the best in-store experience? How about the best supermarket online? A survey by Which? reveals all...

Everyone loves heading down to the supermarket and grabbing the latest bargain or deal, but where is the best place to shop? Or if you're more of a 'stay at home and browse on the computer' kind of shopper, where is the best place to buy online? A new Which? survey reveals all...

The new survey conducted by Which? asked shoppers to vote for their favourite online shopping supermarket and in-store supermarket. Around 7,000 shoppers took part in the survey rating supermarkets in a range of different categories including; stock levels, quality of own-label products, quality of fresh products, value for money and staff friendliness.

Iceland was voted the best online supermarket shopping experience, with 77% of the vote and beating five-time winner Ocado. ASDA was named the worst for online shopping experience with 65% of the vote. Shoppers found the site hard to navigate and were unimpressed with stock levels.

The winner for a great, all round in-store supermarket experience was Waitrose with 75% of the vote. It didn't tick all of the boxes however, as customers said it was overpriced and expensive with hardly any deals. Come on Waitrose, everyone loves a bargain!

The Co-op was voted the worst for in-store shopping, with a score of 57% as shoppers were unhappy with value for money, offers and stock levels in stores around the country.

Want to make the most of your food shop? Our top budget saving tips will help!

So, if you're looking to bag yourself a bargain and get some great deals online have a browse through Iceland's website, or if you're looking for a calm and peaceful shopping experience (more than likely with the kids!) head down Waitrose. But maybe just for special occasions!

Where do you shop? What's your favourite supermarket and why? Comment below and share your thoughts.

Jessica Dady
Food Editor

Jessica Dady is Food Editor at GoodtoKnow and has over 11 years of experience as a digital editor, specialising in all things food, recipes, and SEO. From the must-buy seasonal food hampers and advent calendars for Christmas to the family-friendly air fryers that’ll make dinner time a breeze, Jessica loves trying and testing various food products to find the best of the best for the busy parents among us. Over the years of working with GoodtoKnow, Jessica has had the privilege of working alongside Future’s Test Kitchen to create exclusive videos - as well as writing, testing, and shooting her own recipes. When she’s not embracing the great outdoors with her family at the weekends, Jessica enjoys baking up a storm in the kitchen with her favourite bakes being chocolate chip cookies, cupcakes, and a tray of gooey chocolate brownies