Labour Party set for General Election supermarket sweep as only Waitrose has majority of Tory voting shoppers

In the run-up to the General Election, GlobalData Retail has surveyed shoppers’ voting intentions by their primary supermarket.

3,177 UK consumers took part in the research.

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.

While 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.

Labour is over 20ppts ahead at grocers with a value focus (Asda, Iceland, Aldi and Lidl)

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 adds: “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.”