UK supermarket rankings 2025: Which brands are winning over shoppers?

The rising cost of living has further intensified competition among UK supermarkets. YouGov’s Supermarket Rankings 2025 report examines consumer consideration trends, highlighting key demographic patterns and attitudinal shifts that influence where British shoppers choose to buy their groceries.

Tesco maintains the top spot

Tesco leads the overall rankings with a Consideration score of 54.3%. It also ranks highest among men (54.9%), women (53.7%), and across all generational groups, scoring 54.2% among Gen Z, 55.2% among Millennials, 55.4% among Gen X, and 52.6% among Baby Boomers.

Sainsbury’s secures second place with a 44.9% Consideration score, followed by Aldi (43.7%), Lidl (39.2%), and Asda (32.6%).

Women are more likely to favour Marks & Spencer and Waitrose than men, while men are more likely to favour Tesco Express and Morrisons. 

Most improved supermarket brands

YouGov BrandIndex also tracks brands that have seen the most significant improvements in consumer consideration over the past year. Amazon Fresh is the supermarket that has recorded the greatest year-on-year growth to its consideration score among all Britons, increasing by 1.4 percentage points from 2.5% in 2024 to 3.9% in 2025.

Sainsbury’s follows with a 1.0 percentage point increase, rising from 43.9% to 44.9%. Tesco improves by 0.9 percentage points, from 53.4% to 54.3%, while Costco sees a similar 0.9 percentage point increase, climbing from 5.6% to 6.5%. FarmFoods rounds out the top five with a 0.8 percentage point improvement, growing from 5.9% to 6.7%.

Sole grocery shoppers 

Among consumers who are the sole decision-makers for grocery shopping, the rankings closely mirror the overall trends, with Tesco (52.5%) leading, followed by Sainsbury’s (44.5%) and Aldi (42.5%).

Download the full report to know more about

• Who is winning with different generations of supermarket shoppers? 
• Which brands are perceived as offering good value and good quality?
• Who is shopping for groceries online and which brands do they choose?

Image: Getty Images