UK shoppers are increasingly favouring the no-frills experience of budget supermarkets, with Aldi being rated the nation’s favourite supermarket. A survey suggests that value for money is now the dominant metric in shopper satisfaction – rather than brand prestige.

Aldi has built a perception of itself as an unpretentious supermarket for the cost-conscious. And by using techniques typical of challenger brands – through self-effacing humour and the use of ‘real people’ in ad campaigns – it’s capturing the hearts (and wallets) of the British public.

People love to grumble about supermarket self-service machines. In fact 93% of UK shoppers claim to find them frustrating. But while consumers rant and rave when surveyed, statistics show that more people are using self-service than ever before. So do we really hate serving ourselves?

Online shopping may trump brick-and-mortar when it comes to convenience, but many shoppers feel that something is still missing in the experience. They’re craving the advice and assistance of shop assistants online, looking for the personalised attention they'd get in-store.