---
title: UK supermarkets AI reputation tracker – September 2026
canonical_url: https://www.omniscan.ai/ai-benchmarks/uk-supermarkets
type: dataset
publisher: Omniscan
sector: UK supermarkets
assistants: ChatGPT, Claude, Google
date_published: '2026-09-04'
last_updated: '2026-09-04'
companies: 11
questions: 5
data_download: https://www.omniscan.ai/ai-benchmarks/uk-supermarkets/data.json
summary: 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%).
---

# UK supermarkets AI reputation tracker (September 2026)

> 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%).

Interactive version: https://www.omniscan.ai/ai-benchmarks/uk-supermarkets

## Which supermarkets AI names

Share of AI answers that mention each supermarket.

| Supermarket | All assistants | ChatGPT | Claude | Google |
| --- | --- | --- | --- | --- |
| Aldi | 83% | 80% | 100% | 68% |
| Tesco | 79% | 72% | 100% | 64% |
| Lidl | 79% | 76% | 100% | 60% |
| Morrisons | 79% | 60% | 100% | 76% |
| Sainsbury's | 73% | 64% | 96% | 60% |
| Asda | 72% | 56% | 96% | 64% |
| Waitrose | 65% | 48% | 80% | 68% |
| Marks & Spencer | 47% | 40% | 60% | 40% |
| Ocado | 35% | 16% | 64% | 24% |
| Co-op | 35% | 44% | 40% | 20% |
| Iceland | 21% | 32% | 28% | 4% |

## How AI describes them

Tone of each supermarket's own mentions in AI answers.

| Supermarket | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- |
| Marks & Spencer | 86% | 14% | 0% | +86 |
| Aldi | 65% | 27% | 8% | +57 |
| Tesco | 59% | 37% | 3% | +56 |
| Waitrose | 67% | 10% | 22% | +45 |
| Lidl | 56% | 32% | 12% | +44 |
| Sainsbury's | 36% | 56% | 7% | +29 |
| Ocado | 38% | 42% | 19% | +19 |
| Iceland | 19% | 63% | 19% | 0 |
| Co-op | 31% | 27% | 42% | −11 |
| Asda | 19% | 26% | 56% | −37 |
| Morrisons | 8% | 36% | 56% | −48 |

## Who AI singles out, question by question

Shares are of the answers to that question.

- **Which UK supermarket is the cheapest for a weekly shop?** Most often picked: Aldi (100%). Most criticised: Waitrose (47%).
- **Which UK supermarkets are best and worst for quality and value for money?** Most often picked: Aldi (53%). Most criticised: Asda (87%).
- **Which UK supermarket treats its farmers and suppliers best?** Most often picked: Waitrose (80%). Most criticised: Morrisons (40%).
- **How do I complain about a UK supermarket, and which ones handle complaints worst?** Most often picked: Marks & Spencer (13%). Most criticised: Asda (87%).
- **Are UK supermarkets profiteering from food prices?** No supermarket is singled out.

## By assistant

- ChatGPT: Aldi is named most often (80% of its answers).
- Claude: Aldi is named most often (100% of its answers).
- Google: Morrisons is named most often (76% of its answers).

## Sources AI cites

| Website | Answers citing it |
| --- | --- |
| 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% |

The most-cited supermarket website is sainsburys.co.uk (4% of answers).

## 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. Recommendations for communications teams and the full PDF report are available on the interactive page.

## How to cite

Omniscan, "UK supermarkets AI reputation tracker", September 2026. https://www.omniscan.ai/ai-benchmarks/uk-supermarkets