Rising prices – do supermarkets give value for money?

The price of food is currently a major worry for many consumers, with three quarters of UK adults in our monthly poll naming it as a concern. Latest government statistics show that food prices have risen by 4.5% in the past year, much faster than wages.

And that seems to be influencing what you buy. Our supermarkets survey took a peek inside the shopping bags of more than 11,000 Which? members and discovered that the ranges that are becoming more popular are mostly from ‘discount’ stores Aldi and Lidl, or from value ranges at other supermarkets.

Four in 10 Aldi shoppers are buying more own-brand products in the last six months than they did a year ago. The Waitrose Essentials and Morrisons Value ranges have also become more popular. Meanwhile, shoppers are tending to buy less from Tesco’s Finest range.

Balancing your food budget

When it comes to the best performers, Waitrose topped our survey with a satisfaction score of 82%. Customers awarded it five stars for customer service and fresh produce quality, as you might expect for a supermarket that has a reputation built on high standards.

At the other end of the scale, Tesco scored just 45%. Its customers awarded it low marks across all criteria, including pricing. Tesco is often perceived to be a supermarket that competes on price, but it looks like the customers are looking for more than just a bargain.

Even though food prices are creeping upwards, it appears shoppers take more than price into consideration when shopping for their groceries.

Shopping in cyberspace

We also asked customers to share their views on the supermarkets’ online shopping websites and delivery services. Doing your weekly shop online is growing in popularity thanks to the extra convenience and time savings.

Now, Tesco had a better score for its online shopping service, mainly thanks to the helpfulness of their drivers. Sainsbury’s scored well for online shopping deliveries, with five stars for their driver service and four stars for pricing.

Perhaps unsurprisingly, the top score went to the online delivery specialists. Ocado scored highly across all criteria apart from substitutions. With a quality service and competitive pricing, Ocado have set the bar high for the supermarkets to follow.

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