Asda most complained about supermarket in 2022 so far

Asda is the most complained about supermarket on Trustpilot in 2022 so far, with nearly 84% of its reviews on the site classified as negative in an analysis by online supermarket Britsuperstore.

Asda had the highest proportion of bad reviews of all its customer appraisals on the site made since 1 January, with Sainsbury’s a close second with 83%.

Of the 10 major supermarkets included in the analysis, Waitrose and Morrisons had the lowest proportion of negative reviews, with just under 70% each. Ocado was not among the retailers analysed.

“We do not recognise the results of this survey which is based on data that is not equally comparable across all retailers,” an Asda spokeswoman said.

“We deliver to nearly one million customers every week who provide great feedback about our service,” they added.

Two key issues were behind most of the bad reviews at all 10 of the supermarkets – home delivery and product quality. A bad home delivery experience was the reason for 62% of the negative appraisals left for Asda. Home delivery was the major issue for complaining customers at Sainsbury’s, Iceland, Co-op, Tesco, Morrisons and Waitrose as well.

Home delivery was the most complained about supermarket issue in 2022 to date, with 34% of negative reviews across all UK supermarkets focused on it.

Product quality was the primary grievance for upset consumers using Lidl, M&S and Aldi.

A fifth of all negative reviews referenced product quality. The other leading issues among the negative Trustpilot reviews were poor communication (14%), rude staff (10%) and unhelpful staff (10%).

“Supermarkets ultimately need to improve their communication skills with customers both verbally and in writing to avoid negative feedback,” said Richard Price, director of Britsuperstore. “Following a positive tone of voice and answering questions clearly will help to resolve issues quickly.

“Continuous training on product information and policies within the business will also help customers when they’re troubleshooting issues – resulting in effective communication between staff and customers, and positive feedback,” he added.