Labour voters are in the majority across all major supermarkets, except Waitrose, with Tesco, Sainsbury’s, Morrisons, Lidl and Aldi shoppers swinging from Conservative to Labour since 2019, a recent report has claimed.
According to a report by GlobalData released today (29), Labour is over 20ppts ahead at grocers with a value focus (ASDA, Iceland, Aldi and Lidl).
Conservatives still lead among Waitrose shoppers, the margin has narrowed significantly. Reform UK has pushed the Liberal Democrats into fourth position in all supermarkets except Sainsbury’s.
Zoe Mills, Lead Retail Analyst at GlobalData, comments, “If supermarkets were seats, Labour would be on course for a landslide victory, according to our supermarket election poll. Our survey shows that Labour holds a majority at all major supermarkets except the most traditionally Conservative stronghold, Waitrose, where Starmer’s party is just 1.2ppts behind.
"When we asked the same questions during the 2019 general election campaign, Conservatives held sway in all supermarkets except ASDA and the Co-op, having enticed Morrisons’ shoppers to vote blue and holding onto both Aldi and Lidl, which had previously been Labour in our pre-2017 election polls."
Mills continues, “Conservatives are doing comparatively better at M&S and the Co-op, the only supermarkets where they do not trail Labour by double-digit percentage points, and which they might have held were it not for the emergence of Reform UK.
"The party formerly known as The Brexit Party has overtaken the Lib Dems and is third favourite in all supermarkets except Sainsbury’s. The Green Party is still in fifth place across most locations, but has made some progress, especially in the larger supermarkets.”
“While supermarket owners are generally not shy of sharing their political allegiances, especially in the run-up to elections, they should be mindful of the political make-up of their customers, lest they alienate significant numbers of them.”
2024 election:
| Percentage of consumers | Total | Tesco | Sainsbury’s | ASDA | Aldi | Morrisons | Lidl | M&S | Co-op | Waitrose | Iceland | Ocado |
| Labour | 41.3 | 41.5 | 39.9 | 41.5 | 44.1 | 40.0 | 45.1 | 31.8 | 30.8 | 28.4 | 45.0 | 45.2 |
| Conservative | 24.0 | 24.8 | 26.6 | 20.3 | 21.3 | 26.0 | 21.2 | 27.9 | 22.7 | 29.6 | 20.4 | 33.7 |
| Reform UK (formally the Brexit Party) | 11.9 | 12.3 | 10.2 | 11.5 | 13.0 | 12.4 | 10.7 | 17.0 | 23.2 | 15.1 | 13.6 | 9.1 |
| Liberal Democrats | 9.0 | 8.9 | 11.4 | 8.9 | 5.0 | 7.7 | 8.2 | 12.8 | 11.3 | 14.9 | 7.0 | 9.0 |
| Green Party | 6.2 | 5.3 | 5.9 | 6.2 | 8.4 | 6.3 | 7.8 | 8.3 | 8.1 | 7.5 | 2.2 | - |
The findings in this press release, and table above, indicate the answers given by consumers when asked how they were intending to vote in the upcoming General Election in 2024, based on which retailer they said they mainly used for food & grocery. All findings are based on a nationally representative survey of 3,177 UK consumers completed between 1 April 2024 and 12 May 2024. Supermarkets are ordered by 2023 market share.
2019 election:
| Percentage of consumers | Total | Tesco | Sainsbury’s | ASDA | Aldi | Morrisons | Lidl | M&S | Co-op | Waitrose | Iceland | Ocado |
| Conservative | 35.8 | 37.1 | 38.2 | 29.9 | 36.2 | 35.4 | 34.8 | 44.0 | 30.2 | 48.2 | 23.4 | 37.0 |
| Labour | 28.3 | 24.4 | 26.7 | 38.0 | 29.1 | 31.8 | 29.0 | 26.7 | 33.3 | 11.8 | 37.5 | 14.8 |
| Liberal Democrats | 13.8 | 15.8 | 19.6 | 9.3 | 9.0 | 12.7 | 13.4 | 8.0 | 8.3 | 20.9 | 7.8 | 18.5 |
| Brexit Party | 7.3 | 7.4 | 4.0 | 8.1 | 8.1 | 8.6 | 4.6 | 8.1 | 6.5 | 4.8 | 22.1 | 13.8 |
| Green Party | 4.5 | 3.7 | 5.3 | 2.0 | 5.0 | 5.2 | 6.3 | 6.7 | 5.2 | 6.4 | 9.4 | 18.5 |
From a nationally representative survey of 3,308 UK consumers completed between 14 November 2019 and 26 November 2019. Supermarkets are ordered by 2023 market share.
