Aldi has been named Britain’s favourite supermarket, according to new polling data from YouGov for the three months to June 2024.
YouGov’s ‘Most Popular Supermarket Chains (Q2 2024)’ results show that Aldi sits at 78% popularity, with Lidl just behind on the same percentage.
Popularity is the percentage of people who have a positive opinion of a supermarket chain.
M&S follows Aldi and Lidl at 76% popularity, then Sainsbury’s at 73%, the Co-op at 72%, Morrisons at 72% and Tesco and Asda at 70%.
Aldi has maintained its leading position since July 2023.
Communications director at Aldi, Richard Thornton, said:
“At Aldi, we’re all about offering high quality products at prices that can’t be beaten so it’s great to see British shoppers choose us as their favourite supermarket once again.”
Generational differences
Aldi was the most popular retailer among millennials with 94% popularity. It was followed by Asda at 81%, Farmfoods and M&S at 78% and Lidl at 77%.
Lidl was the most popular retailer for Generation X, with 86% popularity.
For the 43 to 58-year-old age range, M&S was the second most popular at 77%, followed by Sainsbury’s at 76% and the Co-op at 73%.
For ‘Baby Boomers’, or Generation W, the most popular food retailer was M&S with 88% popularity.
For those born between 1946 and 1964, Morrisons took second place with 82% popularity, followed by Aldi and Tesco at 73% and the Co-op at 70%.
Scottish produce
Research published last month showed that Aldi remains the “strongest supporter” of Scottish produce available to consumers, according to NFU Scotland’s ShelfWatch.
Phase 2 of NFU Scotland’s ShelfWatch initiative, which examines the availability of Scottish produce in Scottish stores, has continued to find a mixed picture of support across retailers.
A research firm visited 73 stores across Scotland and they looked at own-brand beef, lamb, pork, chicken, eggs, vegetables, soft fruit and dairy products on offer in stores.
All retailers involved in the survey were given 24 hours notice of the audit and have received a copy of the results.
Since ShelfWatch 1, NFU Scotland has met with stores to discuss the opportunities to sourcing more Scottish products.
