The worst supermarkets for online grocery shopping substitutions revealed

The Great Supermarket Substitution Debate: When Swaps Go Wrong

In a world where online grocery shopping has become the norm, the occasional substitution of items has become a familiar frustration for many. A recent survey by Which?, conducted among over 1,000 online grocery shoppers, revealed that nearly three in ten (29%) reported receiving an unwanted substitute in their last order. While some substitutions are harmless or even welcome, others have left customers baffled, amused, or downright annoyed. The survey highlighted some of the most bizarre and inappropriate substitutes, ranging from fish steaks instead of lemon cupcakes to sanitary towels instead of sandwich wraps. These incidents have sparked a broader conversation about the challenges of online grocery shopping and the need for retailers to improve their substitution practices.

Retailers with the Highest Substitution Rates: A Mixed Bag

Among the retailers surveyed, Asda emerged as the one most likely to substitute items, with a staggering 47% of customers reporting they had received an alternate product in their last order. Despite this, Asda managed only a two-star rating for the quality of its substitutions, suggesting that while substitutions were frequent, they were not always well-received by customers. Some of the more peculiar examples included bananas being sent instead of pizza, a roasting tin instead of roast potatoes, and micellar water (a facial cleanser) instead of drinking water. While some customers found the humor in these mishaps, others were less amused, particularly those with specific dietary needs or preferences.

Sainsbury’s fared slightly better, with 32% of customers reporting substitutions, but it still managed a modest three-star rating. While some substitutions were quirky—such as leeks being sent instead of flowers—others, like beef dog treats instead of beef steaks, left customers scratching their heads. Morrison’s also faced criticism, with 30% of its customers reporting substitutions, and it too received only two stars for the quality of its swaps. Among the most inappropriate examples were sanitary towels instead of sandwich wraps and fish steaks instead of lemon cupcakes. These incidents highlight the challenges retailers face in matching substitutes to customer expectations.

The Best Performers: Waitrose and Ocado Set the Standard

Not all retailers fared poorly in the survey. Waitrose and Ocado emerged as the top performers, with substitution rates of 21% and 19%, respectively. These lower rates, combined with higher customer satisfaction, suggest that these retailers are doing a better job of either avoiding substitutions or making more thoughtful and appropriate swaps when necessary. While some customers still encountered issues, the overall feedback for these retailers was far more positive than for their competitors. For instance, while an Amazon Fresh customer reported receiving orange-flavored vitamins instead of a Terry’s Chocolate Orange, such incidents were far less common among Waitrose and Ocado shoppers.

When Substitutions Go Seriously Wrong: Dietary and Preference Issues

For many customers, substitutions are not just inconvenient—they can also have serious consequences, particularly for those with dietary restrictions or preferences. Multiple customers reported receiving items that directly contradicted their dietary needs, such as meat or dairy products instead of vegetarian or vegan alternatives. One vegan customer, for example, was sent a chicken product despite explicitly specifying their dietary preferences. Similarly, others reported receiving cheese instead of lactose-free cheese or gluten-containing items when they had requested gluten-free alternatives. These incidents underscore the importance of retailers paying closer attention to customer preferences and dietary requirements when making substitutions.

What Can You Do if You Receive the Wrong Item?

While substitutions are sometimes unavoidable, customers do have options when they receive an incorrect or unsatisfactory item. According to Reena Sewraz, a money and retail editor at Which?, customers can reject an item on arrival or, in some cases, opt out of substitutions altogether, though this may mean missing out on key ingredients. Sewraz noted, "While some product substitutions in your online food delivery can be welcome, our research has shown that they can also be well wide of the mark—ranging from strange to completely inappropriate." For customers who do receive an unwanted item, most retailers offer avenues for resolution, such as refunds or exchanges. Additionally, some retailers, like Asda, have policies in place to ensure customers are not financially disadvantaged by substitutions, such as refunding the difference if the substitute item is of lower value.

Retailers Respond: Efforts to Improve Substitution Practices

In response to the survey findings, several retailers have defended their substitution practices while acknowledging the need for improvement. An Asda spokesperson noted that, according to their own data, the vast majority of substitutions are accepted by customers and that the retailer does not charge more for substitute items, even when they are of higher value. Similarly, Sainsbury’s emphasized that its staff are trained to select substitutes that are as close as possible to the original item. While the retailer apologized for the rare occasions when substitutions fall short, it highlighted that customer satisfaction scores suggest its substitution practices have improved in recent years. These responses indicate that retailers are aware of the issue and are taking steps to address it, but there is still room for improvement.

In conclusion, while substitutions are an inevitable part of online grocery shopping, the stories shared in this survey serve as a reminder of the importance of getting it right. Whether it’s a missing ingredient, a dietary mishap, or simply a bizarre swap, substitutions can make or break a customer’s shopping experience. As retailers continue to refine their practices, one thing is clear: the art of substitution is just as important as the art of selection.