As shoppers continue to feel the impact of the cost-of-living crisis, value for money has emerged as one of the most powerful forces in retail. Recent research we have conducted in the UK has demonstrated a focus on affordability, with consumers increasingly prioritising value alongside quality, location/ convenience and range of products.

To understand this more, we asked shoppers to rate how good or poor they felt different retailers were in terms of value for money. We then calculated a Net Value for Money score, subtracting the proportion who rated a retailer as poor value from those who said it offered good value. The results provide a fascinating glimpse into how consumers define value today, and which retailers are getting it right.

Top 10 Retailers

Ranking	Retailer	Net Value for Money Score
1	Lidl	84
2	Aldi	83
3	Card Factory	82
4	Poundland	80
5	Superdrug	80
6	IKEA	78
7	B&M	78
8	Argos	77
9	Screwfix	76
10	Iceland	76

Discounters Still Set the Standard

It’s no surprise to see discounters leading the pack. Lidl and Aldi take the top two spots, closely followed by Card Factory and Poundland. Shoppers are crystal clear about why: these brands consistently deliver lower prices than their competitors, something that’s never been more important. That’s backed up by recent headlines, with Aldi having recently recorded its highest-ever grocery market share. Both continue to dominate industry price comparisons, with Aldi crowned the UK’s cheapest supermarket by Which? for essential baskets.

More Than Price: The Rise of ‘Value-Plus’ Retailers

But low price alone doesn’t always tell the full story. Superdrug also scores highly, not just for its competitive pricing, but because shoppers recognise the breadth of its range and the consistency of its value across categories. IKEA, too, sits near the top of the ranking; not because it’s the cheapest, but because it strikes a sweet spot between price, range, quality and brand trust. This suggests that for some retailers, value for money isn’t about being the lowest cost; it’s about offering enough to make the price feel worth paying.

Other retailers performing well include Argos, Amazon and Screwfix. Each offers more than just good prices. Argos is praised for its extensive range and hassle-free delivery and returns; Amazon, similarly, is valued for its convenience, breadth of choice and efficient service. Screwfix wins approval thanks to its combination of trusted quality, wide-ranging stock and solid pricing. These brands show that in today’s climate, value is increasingly defined by what you get, not just what you pay.

Bottom 10 Retailers

Ranking	Retailer	Net Value for Money Score
66	Leon	33
67	WHSmith	30
68	Co-Op	29
69	Waitrose	26
70	Clintons	25
71	Caffe Nero	23
72	Pret a Manger	22
73	Spar	14
74	Starbucks	13
75	Costa	11

When the Price Doesn’t Feel Right

Further down the ranking, however, the picture changes. Retailers like Waitrose, Starbucks and Costa are consistently rated as poor value; not because their products or service have declined, but because their prices are seen as unjustified. That reflects a broader consumer shift. According to our survey, 9 in 10 UK shoppers say rising prices are still affecting their spending decisions, and many are switching brands in favour of cheaper alternatives. With grocery inflation remaining stubborn and consumer confidence still fragile, brands perceived as “too expensive” are struggling to justify their premium.

Ethics and Experience Can’t Always Carry the Price

Interestingly, retailers like The Body Shop and Lush show that value can be polarising. Many consumers rate them highly for their product quality, ethical positioning and distinctive brand image. But others say the prices are simply too high. This highlights an important tension: while sustainability, ethics and experience matter, they don’t always offset cost concerns, especially when household budgets are under pressure.

Value Is the New Battleground

All of this underlines the importance of understanding not just your pricing strategy, but how consumers interpret it. Value for money is now a multi-dimensional measure; one that encompasses price, quality, range, convenience and purpose. Retailers who get this balance right are not only winning public favour, they’re also growing their share. Those who don’t risk being left behind.

In this environment, perceptions of value aren’t a nice-to-have; they’re a business imperative. Whether you’re a discounter, a heritage brand, or a digital disruptor, the question to ask isn’t just ‘are we priced competitively?’ but ‘does what we offer feel worth it?’.