Waitrose has been voted the UK’s favourite supermarket with Tesco left trailing in third, after a huge consumer poll conducted by the BBC’s Watchdog programme.
The survey, undertaken by 36,308 participants, voted the upmarket multiple, and its online supplier Ocado, as the most popular UK supermarket ahead of Sainsbury’s in the number-two spot
The survey pitched UK supermarkets against each other on issues of price, convenience and popularity.
Asda championed in the value battle with Tesco, as the UK’s second largest supermarket was voted best for value by more than 8,000 people. However, Tesco garnered the most custom, with a quarter of those polled saying they regularly shopped there.
Price, quality and convenience proved equally important to UK shoppers, as all three garnered 26 per cent of the votes as the most important factor in deciding where to shop.
A Waitrose spokesman said of the win: “We’re extremely proud, obviously. We are a co-owned business so it’s fantastic."
Asda was voted fourth in the popularity stakes with 14 per cent of the vote, Morrisons attained 10 per cent and Marks & Spencer claimed nine per cent.
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