As supermarket brands continue to compete for UK market share and year-on-year sales growth, customer impressions of these brands are more important than ever. Well-designed and well-received staff uniforms are vital to help supermarkets stand out from close competitors and leave a good impression on customers, whether they shop in-store or choose home delivery.
New survey data from custom-branded workwear supplier Clothes2order reveals the UK’s best-rated and worst-rated supermarket uniforms and what customers like and dislike about them.
The UK’s Best-Rated Supermarket Staff Uniform
| Rank | Supermarket | Percentage of Votes |
| 1 | Tesco | 37.9% |
| 2 | M&S Food | 34.2% |
| 3 | Waitrose | 26.2% |
| 4 | Asda | 21.3% |
| 5 | Morrisons | 18.9% |
| 6 | Sainsbury’s | 16.8% |
| 7 | Aldi | 15.4% |
| 8 | Lidl | 14.5% |
| 9 | Co-op | 9.4% |
The data reveals that the UK’s largest supermarket chain, Tesco, has the nation’s best-rated staff uniform, with almost two in five (37.9%) of respondents selecting it as one of the best. Customers praised its “professional yet comfortable” fleece design and the blue and red colours used, which are consistent with its overall branding.
Closely following in second and third place are premium supermarket brands M&S Food (34.2%) and Waitrose (26.2%), with respondents describing both uniforms as “classy”, “professional” and “well-presented”.
Despite a similar pattern across most of the UK, some regional differences in opinion were identified. While Tesco remained in the top position, Asda claimed third place in Scotland, with 23.8% of respondents choosing its uniform as one of the best, causing Waitrose to drop out of the top three.
Simon Turner, Marketing Director at Clothes2order, says: “Professionalism and comfort were the key themes identified as important throughout our survey results, with 25.5% and 25% of respondents choosing these as the qualities that matter most in a good staff uniform, so it’s no surprise that the brands that deliver these elements so well are topping the rankings.
“Tesco’s more casual fleece design, which combines its signature blue colourway with red trim, is both practical for stores where fridges, freezers and air-con can leave staff feeling the chill, and gives off a friendly, approachable feel for customers – a key factor in building consumer trust and delivering great customer service.
“Waitrose leans heavily into a smarter uniform style to align with its more premium offering. Long-sleeved shirts paired with aprons in the brand’s distinct green provide a sense of expertise and quality, with a nod to the style of uniform you might see at traditional greengrocers’ and butchers’ shops.”
The UK’s Worst-Rated Supermarket Staff Uniform
| Rank | Supermarket | Percentage of Votes |
| 1 | Asda | 37.5% |
| 2 | Lidl | 24.9% |
| 3 | Co-op | 23.2% |
| 4 | Sainsbury’s | 22.7% |
| 5 | Waitrose | 17.9% |
| 6 | Morrisons | 17.7% |
| 7 | M&S Food | 17.4% |
| 8 | Aldi | 15.6% |
| 9 | Tesco | 12.2% |
Asda was one of the more polarising brands in the research. While it ranked third for best-rated supermarket uniform in Scotland, it topped the UK-wide list for worst-rated uniform overall, with 37.5% of respondents selecting it as one of the worst. Some respondents who selected Asda as one of the worst performers pointed to the prominence of its bright green colour palette, using phrases such as “too bright” and “cheap and tacky”.
Opinions differed on a regional level. According to the data, Waitrose ranked fifth in the UK’s worst-rated supermarket staff uniform rankings overall, but in Wales, it was ranked first, with 26.3% of customers voting it into the top spot. The brand only has seven stores in Wales, compared with over 400 in England. Despite its relatively limited presence, Waitrose received the highest proportion of negative votes among Welsh respondents.
Simon says: “Colour can have a real impact on how uniforms are perceived. Strong brand colours are valuable because they make staff instantly recognisable, but the way those colours are used can influence whether a uniform feels professional, approachable or overpowering.
“Asda’s results are interesting because the uniform appears to divide opinion. It performed well in Scotland, but across the UK sample, it also attracted the highest number of negative votes. Based on the respondent feedback, the brightness and dominance of the green seem to be the main issue for some shoppers.
“That does not mean brands should move away from distinctive colours, but it does show the importance of balance. Using a bold brand colour as a trim, accent or accessory alongside darker base colours can sometimes preserve recognition while creating a smarter overall impression.”
Simon concludes: “In such a saturated and high-value market, supermarkets need to ensure that uniforms work hard to help brands stand out from competitors.
“While keeping workwear consistent with key brand elements like colours and fonts is important, the impact of how these are used should be carefully considered. Uniforms should reflect brand image and messaging while also taking into account practicality and design elements such as current trends and colour psychology.”
