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

Aldi has been named the nation’s favourite supermarket, according to the latest polling data from YouGov.

Shoppers ranked Britain’s fastest growing supermarket ahead of Lidl, Tesco, Sainsbury’s, Asda and Morrisons in the study.

It comes at the same time as the supermarket attracted an additional 1.3m shoppers* as consumers look to save money during the cost-of-living crisis.

An independent price comparison by trade magazine The Grocer also found that the Big Four supermarkets – Tesco, Sainsbury’s, Asda and Morrisons – were on average 24% more expensive than Aldi. Additionally, Aldi was also recognised by Which? as the UK’s Cheapest Supermarket having won the accolade for two years running.

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 more than ever, while still looking for high-quality affordable food.

“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.”


Data taken from YouGov Q4 2022 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.

* Kantar market share data, 12 weeks to January 22, 2023


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