Asda tops poll for value and quality

Published by Laura Whitcombe on 09 August 2013.
Last updated on 09 August 2013

Supermarket shopper

Asda has been voted best UK supermarket for value and quality, according to a survey by shopping rewards App Shopitize.

As for value, 46% of supermarket shoppers said Asda was the best, with Tesco taking 26% of the poll, Morrison's 14%, Sainsbury's 8% and Waitrose came last with only 6%.

However, in the quality stakes Waitrose's fortunes reversed with 29% of shoppers placing it above its rivals. Next best was Sainsbury's with 23% of the vote, then Asda with 20%, Tesco with 17% and Morrison's finished bottom with 11%.

When the scores were combined, however, Asda came top with an overall 66% of the vote across both value and quality categories.

"Asda is way in front of its competitors when it comes to value, but it is also catching-up in the quality stakes," said Irina Pafomova, Shopitize's co-founder.

"As even though Waitrose is still predictably in the lead when it comes to quality, the gap between it and Asda is definitely narrowing. Rather surprisingly Tesco is lagging quite a long way behind."

Shopitize research also suggests that more than 70% of UK shoppers are now using smartphones in the supermarket, with comparing prices the most commonly given reason.

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