We all have that one supermarket we secretly prefer. The one where the aisles feel calmer, the food looks fresher, and somehow the whole shop just runs more smoothly.
A new annual survey from Which? has revealed which supermarket shoppers rated highest for in-store satisfaction. Customers awarded standout scores for service, store appearance, product range and food quality, putting one familiar high street name firmly at the top.
The results might confirm your own favourite - or make your next weekly shop feel slightly different.
Survey findings referenced are based on publicly reported results from the latest Which? customer satisfaction research.
A Clear Winner In Customer Satisfaction
Marks & Spencer came out on top in the latest Which? customer satisfaction survey for in-store shopping. With a customer score of 78%, it secured a clear lead.
Shoppers clearly appreciate the overall experience, not just the products on the shelves. The survey showed that many customers feel confident walking into an M&S food hall.
There’s a sense of consistency that shoppers seem to value. When a supermarket delivers both quality and service, it stands out.
That’s exactly what happened here. The results show that M&S continues to leave a strong impression on customers across the UK.
Five-Star Ratings In Key Areas
One of the biggest highlights was the number of five-star ratings M&S received. Customers gave top marks for customer service, store appearance, product range and availability.
The quality of its own-label and fresh food also earned five stars. Those are the everyday details that shape how enjoyable a shop feels.
A tidy store, helpful staff and well-stocked shelves all make a difference. When shoppers feel looked after, they notice.
It’s clear that these strengths played a major role in the final score. The survey reflects a supermarket that customers associate with quality and care.
Seen As A Place For Special Treats
While customers rated the overall experience highly, many described M&S as a place they genuinely look forward to visiting. In the survey, shoppers highlighted the premium feel of the food halls and the quality of the products on offer.
For plenty of households, it’s the go-to spot for special meals, seasonal favourites or something a little extra for the weekend. That sense of occasion clearly resonates with customers.
Even with varied views on pricing, M&S still secured the highest satisfaction score in the rankings. The results suggest that shoppers strongly associate the brand with quality, care and attention to detail.
It’s that combination of atmosphere and trusted products that keeps people coming back.
How Quality And Experience Drove The Top Score
The survey results make one thing crystal clear: customers value the overall shopping experience at M&S. Service, store standards and product quality all played a major role in achieving that 78% score.
Shoppers consistently awarded five stars in these areas, showing strong confidence in what they find in-store. The food halls, in particular, stood out for their range and fresh offering.
That kind of consistency builds loyalty over time. When customers can rely on both quality and atmosphere, it shapes their entire perception of the brand.
A Focus On Quality And Growing Appeal
Following the survey, an M&S spokesperson highlighted the brand’s focus on quality, value and customer service. The company also noted that its Remarkable Value range has doubled in size since 2023.
That range is price-benchmarked against key competitors. According to the spokesperson, M&S is currently the fastest-growing grocer for families.
That suggests continued efforts to broaden its appeal. The survey results reinforce the idea that customers appreciate what the brand offers.
From store standards to food quality, the experience clearly resonates. The latest findings show that M&S remains a favourite among many UK shoppers.
