Big four supermarkets lose market share to discount rivals - The Institute responds

22nd Aug 2017

In response to the news that the big four supermarkets have lost market share to discounters Aldi and Lidl, Jo Causon, Chief Executive of The Institute of Customer Service, said:

"The news released today that the big four have lost market share does not come as a surprise to The Institute. Our UK Customer Satisfaction Index (UKCSI) released in July 2017 found the three supermarkets with the lowest customer satisfaction levels were Tesco, Asda and Co-op Food, whilst Aldi is now the highest performing supermarket for customer satisfaction, overtaking M&S and Waitrose.

"In each of the last 11 UKCSI reports, dating back to July 2012, we have consistently seen evidence that supermarkets with the highest customer satisfaction outperform the sector average for sales and market share. Although it seems obvious that customers are key to business performance, service strategy can often fall by the wayside in boardroom conversations. Today’s news offers a clear imperative to put customer satisfaction first."


Notes to editors 

For further information please contact:

Ellie Scott, Rebecca Peck and Bethan Davies 

E: [email protected]

T: 0207 010 0831 (Ellie), 020 7010 0877 (Rebecca) or 0207 010 851 (Bethan)

About The Institute of Customer Service 

The Institute of Customer Service is the professional body for customer service delivering tangible benefit to organisations and individuals so that our customers can improve their customers’ experience and their own business performance. The Institute is a membership body with a community of over 500 organisational members - from the private, public and third sectors – and over 3,000 individual memberships. For more information about The Institute of Customer Service go to

About UKCSI 

UKCSI (UK Customer Satisfaction Index) is The Institute of Customer Service’s national measure of customer satisfaction. It provides insights into the state and direction of customer satisfaction at a national level, across 13 key sectors and for individual organisations. UKCSI was launched by The Institute of Customer Service in 2008. It provides a unique way of measuring the current customer satisfaction of UK customers, as well as trends over time. The July 2017 UKCSI results included in this report are based on 43,500 survey responses. Each response is a completed online questionnaire relating to the customer experience with a specific organisation. These responses are provided by over 10,000 individual customers. The respondents are representative of the UK adult population, according to region, age and gender.

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