Business News


  • YouGov’s latest polling data puts discounter ahead of Lidl and traditional Big Four supermarkets in the popularity stakes

Aldi has been named as the nation’s most popular supermarket, according to new polling data for Q4 2023 from YouGov.

In the poll, Aldi maintained its position at the top, ranking ahead of its traditional Big Four rivals, as well as M&S and fellow discounter Lidl. 

It comes after Aldi was named by Which? as the UK’s Cheapest Supermarket of the Year for 2023,having also won the accolade in 2022 and 2021.

Britain’s fourth-largest supermarket was also named the UK’s Cheapest Supermarket of the monthfor December by Which?. A basket of 43 everyday items cost £10.38 – or 14% – more at the average Big Four supermarket than at Aldi, while this was 27% more at the most expensive supermarket, Waitrose.

Richard Thornton, Communications Director at Aldi, said: “We know that with the rising pressures of the cost of living, customers are looking for ways to save without having to compromise on the quality British food they love.

“Aldi continues to offer great quality products at unbeatable prices, which is why we believe British shoppers have voted us the nation’s favourite supermarket yet again.”

In 2023, Aldi also attracted more than half a million additional customers and saw customers switch spending from every major UK supermarket, including Tesco, Sainsbury’s, M&S and Lidl, to Aldi.


* Data taken from YouGov Q4 2023 Popularity rankings of UK supermarkets. YouGov Ratings uses millions of responses to continually monitor what the UK thinks about thousands of things, from people and products to brands.

For more information, please contact the Aldi Press Office on:
T: 0161 235 0300 or