The German discounters pose a genuine threat to Britain's established "big four": Aldi and Lidl now account for £1 out of every £8 spent at United Kingdom supermarkets, according to research from Kantar Worldpanel.
Waitrose has been voted top for the past three years but this year customers only gave it a two-star rating for its value for money.
Aldi has replaced Waitrose as the UK's favourite supermarket, according to a new survey from Which?.
Some Aldi shoppers have got more than they bargained for in recent weeks, though; one customer reporting finding a rat in a bag of frozen vegetables, while in a separate incident a woman discovered a live stick insect in her salad.
In the online category, shoppers were asked about the convenience of delivery slots, the choice of substitute items and drivers' service, as well as quality, product ranges and overall value for money.
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The latest market share figures from Kantar Worldpanel show that Tesco remains the largest grocer in the United Kingdom, with 27.8% share, however, the German discounters are its fastest-growing rivals.
"We look forward to welcoming many more new customers to enjoy the Iceland experience, both in-store and online, in the year ahead".
Asda was left at the bottom of the online supermarkets table, where it has been for more than a decade.
Alex Neill, the consumer group's director of home products and services, said: 'With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets'.
An entry into the low-priced supermarket war would be "very late in the day" but Tesco could use the Booker deal to spearhead its attempt to fend off the German discounters, retail expert Nick Bubb said. Lidl 4. Waitrose 5. Tesco was ranked sixth and Asda and Morrisons were jointly ranked seventh, with Sainsbury's coming bottom.