Altroconsumo: the annual ranking of supermarkets, discount stores, and local brands most loved by Italian consumers is back.

Altroconsumo, the largest independent consumer organization in Italy and part of Euroconsumers , has again this year published its ranking of the supermarkets most popular with Italians, drawn up based on consumer preferences in numerous purchasing areas: from price affordability to store convenience, from product quality and assortment to checkout wait times, and even the availability of discounts and promotions.

The survey involved over 22,000 consumers . Based on the responses collected, four separate rankings were developed —supermarkets/hypermarkets, discount stores, local chains, and online supermarkets —based on the overall satisfaction level reported by customers for each chain. The ratings were then converted into a 100-point index: scores from 75 to 100 indicate an excellent rating, from 65 to 74 a good rating, from 50 to 64 an average rating, while scores below 50 indicate a poor rating. In the survey, none of the evaluated supermarkets achieved scores below the 50-point threshold.

The survey captures an evolving retail landscape : while so-called local stores continue to demonstrate strong resilience, supermarkets—while remaining the hub of Italian spending—do not play an exclusive role, as demonstrated by the growth of discount stores. Overall, the rankings confirm the solidity and diversity of the Italian retail system , capable of meeting diverse needs and maintaining high levels of satisfaction, despite a challenging economic environment and a growing focus on value for money.

NATURASÌ QUEEN OF SUPERMARKETS

NaturaSì continues to lead the ranking of the most popular national chains , with 79 points out of 100, followed by Ipercoop (and Coop&Coop), Esselunga, and Coop . They are praised by customers primarily for offering a wide selection, well-maintained stores, and high-quality products. However, there are differences: Esselunga maintains its lead for efficiency, order, and short checkout waits, while Ipercoop and Coop stand out for the quality of their fruit and vegetables and their own-label products. Famila, Conad, and Interspar follow closely behind in customer appreciation, although their perceptions of their assortment and promotions have declined slightly.

THE GROWTH OF DISCOUNT STORES

Eurospin and Aldi confirm their position as the best discount stores , achieving a good position (76 points) thanks to the combination of convenience and quality. The third brand on the podium is Dpiù , just one point behind (75) the first two. All the others are in the excellent quality range, a sign that discount stores are now appreciated not only for their savings. The survey shows that 71% of customers consider the branded products of these chains to be "good or very good" , while their stores are considered comfortable and clean by 65% . Furthermore, thanks to the clarity of prices and the speed of shopping, discount stores are attracting more and more young families and medium-sized households.

LOCAL SIGNS ARE THE FAVORITE

However, the local chains are the ones that receive the best ratings . The DEM chain (78 points), with stores located throughout Lazio and Abruzzo, is the most popular, just shy of NaturaSì, the (national) leader in the survey. They are followed by Visotto, Rossetto, Iperal, Tosano, and Mercatò , all with 77 points. Of the 40 local chains surveyed, 13 – or almost one in three – are judged to be of excellent quality. Customers praise them for their proximity, helpful staff, and the feeling of familiarity. In several cases, they also praise them for their affordable prices (Tosano) and for their discounts and promotions (CTS and Iper).

ONLINE SHOPPING IS NOT TAKING OFF

According to Altroconsumo's ranking , online grocery shopping remains a minority channel: only 12% of Italians shop online , and just 2% do so weekly . This means that grocery shopping remains a matter of proximity, trust, and direct product verification. For those who choose to shop online, the satisfaction level is generally high, not only among national chains, especially Esselunga (77 points), but also among local retailers (such as Iperal and Bennet , both at 75 points), all of which have excellent or good ratings.

SMALLER IS BETTER?

Italians choose more traditional alternatives when they don't go to the supermarket, especially when it comes to food. For example, 87% buy bread from bakeries, 79% buy meat from butchers, 50% buy fish from fishmongers, and 47% buy fruit and vegetables at local markets. Areas such as detergents, personal care products, and pet food are instead the preserve of specialized retail chains.

METHODOLOGICAL NOTE

The survey was conducted through an online questionnaire sent to members and fans registered on the Altroconsumo website. Respondents were able to rate up to two chains of which they are regular customers. The results of the surveys conducted in June 2024 and June 2025 were taken into account, which resulted in a total of 22,616 valid questionnaires with responses from 81 different supermarket, hypermarket, and discount store brands.

Overall satisfaction was expressed on a scale from 1 (very poor) to 10 (excellent). The ratings were then processed to obtain a satisfaction index out of 100, which was used to construct the final rankings. In addition to the overall score, participants were asked to evaluate specific aspects of the shopping experience: product quality, price competitiveness, assortment, convenience of the store, checkout wait times, transparency of promotions, and the quality of the supermarket's own-brand products.