Grocer Gold Awards 2022: Britain’s favourite supermarket

Winner: Tesco

Tesco successfully held on to its title of ‘Britain’s favourite supermarket’ this year, but the race appears to be getting closer.

In a NielsenIQ poll of 6,592 statistically weighted households in April 2022, 20% voted for Tesco with Aldi a close second on 18% – identical results to last year. Sainsbury’s, however, is narrowing the gap with 12% (up 1% on last year), putting it ahead of Asda in fourth.

Sainsbury’s moved ahead of Asda for its score on availability and was perceived to be making good progress on quality (replacing Tesco in the top three for quality) and environmental practices.

When it came to the response to the cost of living crisis, Aldi came out top, with 19% of the vote, with Lidl (12%) second and Tesco (11%) third, showing once again the underlining reason why the discounters have performed particularly strongly since the lockdown lifted.

Nonetheless, Tesco’s overall strong performance shone through, coming first in seven of the 10 categories, including good overall shopping experience, use of technology and wide choice of products. It also came top for promotions and offers, providing convenient ways to shop, product availability and environmental practices. Aldi was once again regarded as the most improved retailer, though again Sainsbury’s is on the up.

It was not such good news for Co-op, Morrisons and Iceland, which all saw slight fall-backs in public opinion.