UK's Iceland Earns Top Supermarket Spot In Customer Satisfaction Index

By Steve Wynne-Jones
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UK's Iceland Earns Top Supermarket Spot In Customer Satisfaction Index

British frozen food retailer Iceland has earned the top spot in the supermarket category of the latest UK Customer Satisfaction Index, released by The Institute of Customer Service.

Moreover, it is the only supermarket to feature in the overall top 10 ranking of the index, which covers 13 different categories.

The company also boasts a higher consumer trust score than its competitors, with Iceland scoring an 8.3 out of 10 in the 'caring for customers' rating, whereas Asda and Tesco were awarded a 7.8.

The scores were calculated with the input of more than 10,000 consumers and included more than 30 different characteristics, such as 'professionalism, quality and efficiency, ease of doing business, timeliness, problem solving and complaint handling as well as attitudes towards trust and reputation.'

Rewarding Environmental Initiatives

In a statement, Iceland highlighted its performance on transparency topics, scoring an 8.4, with its competition scoring between 7.8-7.9. For the frozen food company, this is due to its willingness to enact new environmental initiatives such as removing plastic-packaging from its own-brand ranges by 2023, as well as the elimination of palm oil from private-label food by the end of this year.


In reaction to the publication of the latest index, Iceland founder Sir Malcom Walker commented, "We’re delighted to have been named as one of the top ten companies for customer satisfaction, and of course to have been ranked as the UK’s best supermarket in this area."

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Matthieu Chassain. Click subscribe to sign up to ESM: European Supermarket Magazine.

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