M&S Food is the nation’s favourite supermarket, study shows

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Sodexo Engage has launched its 2018 Brand Loyalty Index looking at how loyal customers really are towards different brands and why. This year, consumers voted M&S Food as their favourite supermarket, with 57% stating they’ve always had a positive experience with the brand.

The research surveyed 5,000 consumers about hundreds of household name brands across supermarkets, technology, food and drink (including alcoholic beverages), personal care and household. The final Index shows the ten supermarkets that UK consumers are most loyal to.

Top 10 Supermarkets 
1M&S Food
2Tesco
3Aldi
4Sainsbury’s
5Lidl
6Iceland
7Morrisons
8Asda
9Waitrose
10Co-operative

The results also revealed that customers identified value for money as the primary driver of loyalty (64%) followed by consistency (58%) and high quality (45%). Customers at M&S say the most important reason they’re loyal to the brand is because of its high quality (75%), far outranking other factors. By comparison, Tesco scored at just 30% for this same loyalty driver.

Chris Baldwin, director of consumer promotions and loyalty at Sodexo Exchange, said:“No single factor determines loyalty. Despite the importance of value for money for supermarket customers, it’s the higher-end option of Marks & Spencer food that tops the table for loyalty, beating not only market leader Tesco but also the budget offerings from Aldi and Lidl.

On the other hand, when you compare Marks & Spencer food to alternative premium brand Waitrose, the difference between the two is largely explained by exposure – while more Waitrose shoppers felt most loyal to the brand, fewer than half of the people we surveyed had ever shopped there. Customers may value consistency and quality over convenience, but ideally, they want all three.