Who’s leading the way this winter?

The latest YouGov Christmas Report, based on consumer perception, reveals a competitive landscape among national chains. Dirk and Lidl share the top spot, each scoring an impressive 7.74, while Plus secures third place. Overall, national formulas hold steady with an average score of 7.52, reflecting consistent consumer trust.

Regional supermarkets continue to outperform. Poiesz and Nettorama lead the rankings, both at 7.92, followed by Boni, Hoogvliet, and Vomar. The regional average climbs to 7.64, confirming that local formulas remain strong contenders in customer satisfaction.

What do shoppers value most?

Quality is not only the highestrated attribute, it also ranks at the top on importance making it the core driver of satisfaction. Moreover, fresh departments, promotions, stock and assortment breadth score strongly on both dimensions and remain key levers for differentiation.

Price perception is where the biggest value gap emerges: despite a high importance score, satisfaction trails at 6.5 nationally and 7.2 regionally. This tension, high importance vs. lower satisfaction, signals a clear opportunity to sharpen value communication (e.g. basketlevel savings and clearer promo mechanics).

Why does this all matter for your business?

  • Quality wins, it’s the strongest differentiator across all segments.
  • Convenience counts, make shopping easy and frictionless.
  • Value matters, price is critical, even if satisfaction is lower.

Want to dive deeper?

Looking for more details from the YouGov Christmas Report or insights into broader consumer trends? Get in touch with us today.

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