Lidl GB has been named the most trusted supermarket in the UK after placing ahead of its counterparts in the latest Retail Trust Index, which is the results of a consumer research conducted by Ethical Commerce Alliance (ECA).
The Index highlights retailers who emphasise trust and transparency, ranking the top 50 retailers in the UK on four trust components, from privacy to security and accessibility to perception.
Ranking in second place overall, Lidl bucked the trend of low trust in supermarkets, highlighted in recent industry data which suggested that overall trust in the sector had decreased. In the Index, Lidl is placed far ahead of its competitors, with Tesco the next nearest supermarket in 15th place, and fellow discounter Aldi further back in 21st place. Meanwhile premium supermarkets Waitrose and M&S are in in 28th and 29th place respectively.
Georgina Hall, head of communications & CSR at Lidl GB, said: “Households have had to contend with an incredibly volatile last few years, but throughout it all, we at Lidl GB have continued to show that we’re truly on the side of shoppers and have done everything in our power to ensure that they continue to have access to the best quality products at the lowest possible prices. We’re a business built on trust and transparency, and it’s humbling to see that this has been reflected in the results of the Retail Trust Index.”
During the period covered by the research, Lidl GB has played a critical role in providing households with access to high quality affordable produce. In its trading update last month, the discounter revealed that it had implemented the following investment and developments to support shoppers, suppliers and colleagues:
· Invested over £100million in keeping prices low for customers
· Opened around 50 new stores – more than any other supermarket in Great Britain
· Spent £4bn and announced an accelerated investment in British food businesses for FY23
· Increased pay rates twice in eight months, equating to a combined investment of £50m
· Launched its Good to Give Trustmark – an industry-first initiative to diversify food donations
· Built the largest Lidl distribution centre in the world, which opened just last month
Lidl’s ongoing commitment to keeping its prices low also resulted in the discounter being named cheapest supermarket in the UK by The Grocer last month.
This accolade also comes after the discounter was recently awarded most popular supermarket in the UK. In YouGov’s survey exploring the percentage of shoppers who have a positive opinion of a supermarket chain, Lidl nabbed the number one spot.
