Iceland and Waitrose win vote for the best UK supermarkets

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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.

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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.

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