Iceland steals customer satisfaction crown from Aldi and Waitrose

5th Jul 2018

The UK Customer Satisfaction Index (UKCSI), published today by The Institute of Customer Service, reveals that Iceland tops UK supermarkets for customer satisfaction, having climbed 37 places in the rankings since this time last year.

In a highly competitive sector, falling shortly behind Iceland are a cluster of both discount and high-end supermarkets, including Aldi, Lidl, M&S Food and Waitrose. Aldi and Waitrose have topped the UKCSI in previous years but have lost ground in a highly competitive marketplace which is set to see further change with the proposed impending Sainsbury’s and Asda merger. Aldi's UKCSI score has dropped by 1.7 points compared to a year ago. 

The top 10 supermarkets in the July 2018 UKCSI are as follows:

1. Iceland
2. Waitrose 
3. Aldi 
4. M&S (food)
5. Lidl 
6. Sainsbury's 
7. Tesco 
8. ASDA 
9. Morrisons
10. Co-op (food)

The UK’s four biggest supermarket chains make up the bottom end of the top 10, with the UKCSI report revealing Morrisons, Sainsbury's, Asda and Tesco are losing out compared to competitors in areas including trust, transparency and reputation. Iceland customers have high trust in the brand, scoring it 8.4 (out of 10) for transparency (in comparison the ‘big four’ received scores of 7.8 or 7.9). Waitrose and Iceland lead the way for ‘caring for customers’ with a score of 8.3, whilst Asda and Tesco score 7.8. 

Iceland has made several moves over recent years to tap into the public consciousness with customer-pleasing initiatives including the introduction of vegan ice cream, an affordable luxury range featuring lobster, wagyu beef and venison, and was the first supermarket to pledge to eliminate plastic packaging from all of its own-brand products by the end of 2023. Last month it announced it was expanding its vegan range after sales of vegan products outsold non-vegan equivalents. 

Jo Causon, Chief Executive of The Institute of Customer Service, commented: “Maintaining consistency will be key to building trust and sustainable success for Iceland and other brands in the sector. In a highly competitive sector, organisations need to maintain a constant focus on understanding their customers’ needs, high standards of employee helpfulness and competence, quality and range of products and competitive pricing. At a time of dynamic change and intense competition, it is worth remembering that over the last three years the supermarkets who have outperformed the sector average for customer satisfaction have achieved the strongest revenue growth.”

The UKCSI is the national measure of UK customer satisfaction. It rates customer satisfaction at a national, sector and organisational level across 13 sectors – incorporating the views of 10,000 consumers. More than 30 different considerations – such as staff professionalism, quality and efficiency, and complaint handling – are factored into the results. It is published twice a year, in January and July. To find out more, and to download the full UKCSI report, visit: 


Notes to editors

For further information please contact:

Sophie Lanning, Rebecca Peck and Bethan Davies

E: [email protected]  

T: 0207 010 826 (Sophie), 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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