Which? said that food quality appeared to be a big issue among Asda shoppers. The quality of both own-brand items and fresh products in-store was given only one and two-star ratings respectively by customers.
Ocado came out on top for online shopping, receiving five star ratings for delivery slot availability, range of products and drivers’ service.
For in-store shopping Waitrose topped the Which? table, receiving five-star ratings for store appearance, queuing time, staff availability and range of products.
Marks and Spencer fell in at second place, trailed by discounters Aldi and Lidl which both beat the “big four” supermarkets. This year Tesco, Sainsbury’s Asda and Morrisons, fell even further behind their smaller rivals compared to previous years, the consumer champion said.
Harry Rose, Editor of Which? Magazine, said: “Our survey shows that while the big four are failing to consistently give customers the high-quality experience they deserve, both in-store and online, no supermarket is getting everything right.
“People today have more choice than ever on where to do their food shop and staying loyal to one supermarket has become a thing of the past. The big supermarkets really need to up their game if they’re going to keep their customers coming back.”