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UK: Waitrose wins out in Watchdog poll but Asda is best value

Waitrose has been named as the surprise winner of a poll by BBC consumer programme Watchdog to find the UK’s favourite supermarket.

Waitrose emerged as the winner after 21% of voters in an online poll cited the upmarket retailer – or online partner Ocado – as the supermarket where they would prefer to do most of their shopping.

Sainsbury’s was next with 19% of the vote, ahead of Tesco (15%), Asda (14%) and Morrisons (10%). Marks & Spencer claimed just 9% of the vote, although 35% of voters said it offered the best quality food, ahead of Waitrose on 29%.

Meanwhile, Waitrose also scored highest for shopper satisfaction, with 85% saying they were ‘very satisfied’ with the shopping experience.

However, voters named Asda as the best-value supermarket (24% of the vote) ahead of arch rival Tesco (16%), although Tesco had more shoppers in the poll than any other supermarket. Just 1% of voters thought Somerfield offered the best value.

Notably, voters placed equal importance on price, quality and convenience, with all three cited by 26% of participants as the single most important factor in determining where to shop.

More than 36,300 consumers took part in the online poll, run on the Watchdog website.


Source: thegrocer.co.uk



Publication date: 2/25/2009


 


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