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Waitrose and Iceland Britain's favourite supermarkets

22 February 2016 - Janet Bird

Waitrose and Iceland Britains favourite supermarkets

A survey by consumer organisation Which? has identified Waitrose and Iceland as the UK's favourite supermarkets.

A survey of over 7,000 consumers led to Waitrose being judged top for in-store supermarket shopping for the second year running with a customer score of 75 percent.

Iceland's relatively new online service, which launched in 2013, came out tops for online supermarket shopping for the first time, claiming 77 percent of votes and nudging Waitrose and Ocado from first place.

Shoppers felt Iceland offered better value than any other online supermarket and had the best offers. They also liked the store's commitment to free delivery for anyone who spends over £35 and cited the quality of the delivery service as a reason for voting it into top place.

Waitrose shoppers cited excellent customer services and the tidiness of its stores as the factors which set it apart from other supermarkets. Shopping there was felt to be "a pleasure".


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