Tories top GlobalData UK supermarket election poll

The Conservatives may struggle to win a decisive majority in Parliament this week, but if seats were supermarkets they’d be on for a landslide.

That’s according to research by GlobalData which found that the Tories are the choice of more shoppers at all supermarkets except Asda, Iceland and the Co-op where Labour still leads.

Jeremy Corbyn’s party has lost control of Morrisons, which was a red stronghold in 2017, possibly as a result of its strong presence in the north, where many former Labour supporters backed the Leave campaign in the EU referendum.

The discounters have historically been Labour; however, this all changed in the 2017 election with the Conservatives taking both Lidl and Aldi. Labour has been unable to win back either of them, with the Tories widening its lead in both of the German grocers. They continue to increase their appeal to middle England, by changing consumer perceptions of their brands and significant expansion of physical stores into more affluent areas that typically vote Conservative.

While environmental concerns are on grocery retailers’ radars, especially in relation to the use of plastic packaging, the Green Party has made little impact on the shoppers of any of the Big Four. It is overrepresented in Iceland, though, where it has a 9.6% share, which shows that its messaging over palm oil and other sustainability issues has been successful in attracting shoppers that care deeply about such issues. The Green Party also does well at Ocado, where it has an 18.5% share of the vote.