Omniscan intelligence ·
UK supermarkets AI reputation tracker
We asked ChatGPT, Google AI Overviews and Claude the questions shoppers actually ask about price, quality, complaints and suppliers — then counted who they named, and how they spoke about them.
11 supermarkets · 5 questions · 3 AI assistants
In short
Aldi is named in 83% of AI answers, more than any other supermarket. Among supermarkets named in at least one answer in five, Marks & Spencer is described most positively (86% of mentions) and Morrisons and Asda are described most negatively (56%).
Which supermarkets does AI name?
Share of answers that mention each supermarket.
- Aldi 83%
- Tesco 79%
- Lidl 79%
- Morrisons 79%
- Sainsbury's 73%
- Asda 72%
- Waitrose 65%
- Marks & Spencer 47%
- Ocado 35%
- Co-op 35%
- Iceland 21%
- Aldi 80%
- Lidl 76%
- Tesco 72%
- Sainsbury's 64%
- Morrisons 60%
- Asda 56%
- Waitrose 48%
- Co-op 44%
- Marks & Spencer 40%
- Iceland 32%
- Ocado 16%
- Aldi 100%
- Tesco 100%
- Lidl 100%
- Morrisons 100%
- Sainsbury's 96%
- Asda 96%
- Waitrose 80%
- Ocado 64%
- Marks & Spencer 60%
- Co-op 40%
- Iceland 28%
- Morrisons 76%
- Aldi 68%
- Waitrose 68%
- Tesco 64%
- Asda 64%
- Lidl 60%
- Sainsbury's 60%
- Marks & Spencer 40%
- Ocado 24%
- Co-op 20%
- Iceland 4%
How does AI describe them?
Tone of each supermarket's own mentions, ordered by net tone (positive minus negative).
Positive Neutral Negative
- Marks & Spencer 86% 14% +86
- Aldi 65% 27% +57
- Tesco 59% 37% +56
- Waitrose 67% 10% 22% +45
- Lidl 56% 32% 12% +44
- Sainsbury's 36% 56% +29
- Ocado 38% 42% 19% +19
- Iceland 19% 63% 19% +0
- Co-op 31% 27% 42% −11
- Asda 19% 26% 56% −37
- Morrisons 36% 56% −48
Who does AI single out?
For each question: the supermarket the assistants most often pick as their answer, and the one they criticise most. Percentages are shares of that question's answers.
- Which UK supermarket is the cheapest for a weekly shop? Picked as the answer: Aldi 100% Criticised most:Waitrose 47%
- Which UK supermarkets are best and worst for quality and value for money? Picked as the answer: Aldi 53% Criticised most:Asda 87%
- Which UK supermarket treats its farmers and suppliers best? Picked as the answer: Waitrose 80% Criticised most:Morrisons 40%
- How do I complain about a UK supermarket, and which ones handle complaints worst? Picked as the answer: Marks & Spencer 13% Criticised most:Asda 87%
- Are UK supermarkets profiteering from food prices? No supermarket singled out
Picked as the answer Singled out critically
Does it depend which assistant you ask?
Share of each assistant's answers that mention each supermarket. The ten most named are shown.
| Supermarket | ChatGPT | Claude | |
|---|---|---|---|
| Aldi | 80% | 100% | 68% |
| Tesco | 72% | 100% | 64% |
| Lidl | 76% | 100% | 60% |
| Morrisons | 60% | 100% | 76% |
| Sainsbury's | 64% | 96% | 60% |
| Asda | 56% | 96% | 64% |
| Waitrose | 48% | 80% | 68% |
| Marks & Spencer | 40% | 60% | 40% |
| Ocado | 16% | 64% | 24% |
| Co-op | 44% | 40% | 20% |
Which sources shape the answers?
Share of answers citing each website.
- which.co.uk 55%
- google.com 33%
- grocerygazette.co.uk 28%
- gov.uk 24%
- thegrocer.co.uk 17%
- service.gov.uk 16%
- foodfoundation.org.uk 13%
- nfuonline.com 13%
4%
is the most any supermarket's own website is cited (sainsburys.co.uk). Independent guides, regulators and comparison sites write most of the answer.
What comms teams can do about it
-
1
Focus on the sources AI cites most
Which?, Grocery Gazette and The Grocer feature in this study. Their role in AI answers could help inform where to focus relevant campaigns and supporting evidence.
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2
Use AI findings alongside customer insight
The themes AI repeats may offer another perspective on how shoppers see the brand. Comparing them with existing customer research could highlight useful areas to explore.
-
3
Make recent progress easier to find
Clear, dated evidence of improvements could support more current coverage. Relevant examples might include product quality, availability or customer service.
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4
Build on the strengths that matter to your brand
The findings vary by subject. Choosing a few relevant topics could help focus communications activity and provide a basis for tracking change over time.
Method
5 questions UK customers ask, put repeatedly to ChatGPT, Claude and Google AI Overviews with the United Kingdom as the user's location, 4 September 2026. Naming figures are shares of all answers; tone figures are shares of each supermarket's own mentions.
Cite as: Omniscan, “UK supermarkets AI reputation tracker”, September 2026, https://www.omniscan.ai/ai-benchmarks/uk-supermarkets
See how the press covers supermarkets: UK grocers media reputation tracker →